The effects of the Blog’s eWOM credibility and destination image on intentions to vacation travel－Using vacation lifestyle as segmenting variable

• Main Authors: Chia-En Lee, 李佳恩
• Other Authors: Yi-Rong Lu
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/dk5gny

碩士 === 中原大學 === 國際經營與貿易研究所 === 105 === With changing life styles comes competition and pressure. In order to pursue quality of life, sightseeing, leisure, and entertainment have become the channels for the majority of people to ease their daily pressure. People tend to search for information through the Internet before traveling; however, due to the anonymous nature of the Internet, the credibility of message communicators should be considered. In addition, when electronic word of mouth is applied to the intangible products of tourism, relevant verification may be insufficient. Thus, this study intends to explore the relationship between electronic word of mouth credibility, destination image, and vacation travel intention, and aims to understand the impact of different vacation lifestyle patterns on electronic word of mouth credibility, destination image, and vacation travel intention. This study also distinguishes the diversity of tourists according to different types of travel life through vacation lifestyle. This study using network questionnaire, obtain 245 effective questionnaires, with descriptive statistical analysis, reliability analysis, factor analysis, correlation analysis, cluster analysis, variance analysis, and regression analysis. The results of this study found that: 1. Electronic word of mouth credibility has significant positive effect on destination image; 2. Electronic word of mouth credibility has significant positive impact on vacation travel intention; 3. Destination image has significant positive impact on vacation travel intention; 4. Different vacation lifestyle patterns have significant differences in electronic word of mouth credibility, destination image, and vacation travel intention; 5. The characteristics of different social demographic variables have some significant differences in electronic word of mouth credibility, destination image, and vacation travel intention. The results of this study are available for local tourism bureaus and travelers to improve local sightseeing locations and tour packages.