The Influences of Country of Origin Image and Trust for Blogs on Foreign Travel Intention – Moderating Effect of Travel Type

• Main Authors: LIN, HUNG HSIN, 林鴻欣
• Other Authors: Tsai, Shuo Chang
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/3ukemb

碩士 === 亞洲大學 === 經營管理學系 === 104 === Taiwanese going abroad getting higher, and travel abroad are often unfamiliar country context state spending, that often travel abroad in the state of product information asymmetry then need to make decision. Therefore, this study construction of tourism decision-making model containing country of origin image and blogs trust, and discussion country of origin image and blogs trust if help to improve travel intention. This study also use different travel type to test moderating effect of country of origin image and blogs trust impact on travel Intention. In this study sample of tourists traveling abroad, revalidation hypotheses using structural equation modeling. Empirical results show that, country of origin image and blogs trust positive impact of foreign travel Intention. And travel type have moderating effect to country of origin image impact on travel Intention, that travel with a tour group impact of tourism on the will have the effect of strengthening. Also travel type have moderating effect to blogs trust impact on travel Intention, that travel independently impact of tourism on the will have the effect of strengthening. Further found, travel with a tour group of tourist will be affected by the image of the country of origin and the impact of tourism destinations wishes of tourist are more than the travel independently tourist. But travel independently will be affected by the blogs trust and the impact of tourism destinations wishes of tourist are more than the travel with a tour group. Therefore, for travel with a tour group tourist can enhance consumer awareness of country of origin image, willingness to help improve tourism. For travel independently tourist, should strengthen the sense of travel blogs on consumer confidence, willingness to help improve tourism.