The Influence of Different types of “MOE” Endorsers and its' Credibility to Tourism Destination Image and Traveling will
碩士 === 輔仁大學 === 餐旅管理學系碩士班 === 105 === In recent years, more and more city government using “MOE” endorsers to promote their city. The purposes of this study are to understand different types of “MOE” endorsers’ credibility, and the affection of the “MOE” endorsers’ credibility to tourism destination...
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2017
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| Online Access: | http://ndltd.ncl.edu.tw/handle/07882936883693675648 |
| Summary: | 碩士 === 輔仁大學 === 餐旅管理學系碩士班 === 105 === In recent years, more and more city government using “MOE” endorsers to promote their city. The purposes of this study are to understand different types of “MOE” endorsers’ credibility, and the affection of the “MOE” endorsers’ credibility to tourism destination image and the travelers’ traveling will.
The study use factorial experiment design to survey the tourists about the “MOE” endorsers’ credibility (trustworthiness, expertness and attractiveness), the tourism destination image and travelers’ traveling will.
The results of the study indicated that original ”MOE” endorser’s credibility is higher than the authorized “MOE” endorser. And the attractiveness of the endorser has significant influence to the tourism destination image and travelers’ traveling will.
Hopefully, the results of this study could provide information and suggestions for travel operators to attract tourists effectively and increase their travel intentions.
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