| Summary: | 碩士 === 國立臺灣師範大學 === 全球經營與策略研究所 === 106 === There are so many tourists from South East Asia nowadays. In year of 2015, tourists from South East Asia became the third place of tourist who travelled to Taiwan. There are 20% of tourists are Malaysian. Although Taiwan travel company try to expand their business to Malaysia. Recently there still not that much information that related to Malaysian tourists. So from this research, I would like to do culture identity, national image and travel behavior research on Malaysian tourists. The research started to collect data on 1 of November 2016, the research will use basic information, reliability, analysis of correlation, and linear regression to do research. From the result, culture identity was significant with travel motivation of Malaysia tourists, culture identity was significant with national image of Malaysia tourists, national image was significant with travel motivation of Malaysia tourist, and national image have mediation effect between cultural identity and travel motivation.
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