Destination Image and Revisit Intension of Tourists : A case study of Sanyi Township in Miaoli County

• Main Authors: LI, ZONG-ZHE, 李宗哲
• Other Authors: HUANG, YOU-JIE
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/2db84x

碩士 === 朝陽科技大學 === 休閒事業管理系 === 107 === Located at the southernmost part of Miaoli, Sanyi has a great deal of touristic resources and culture. The image of Sanyi is represented with distinctive wood carving techniques, old mountain railway culture, Hakka culture and as an international slow city. The concept of travel destination consists of functions of communication, publicity and marketing, helping visitors to judge, choose and decide the destination they want, and also, the destination image has a positive impact on the willingness of visitors to revisit and recommend other people to come.The purpose of this study is to conduct research on the relationship between the image of Sanyi destination and the willingness of visitors to revisit. The survey was conducted with questionnaires. The subjects of questionnaire in this study are the Sanyi tourists. A total of 460 questionnaires were distributed and 428 valid questionnaires were collected. Statistical methods such as descriptive statistics, independent sample t-test, single-factor variance analysis and regression analysis were used in the study.According to the results of study: (1) Tourists have the strongest impression of historical and cultural aspects regarding the image of Sanyi destination. (2) Tourists agree with the image of slow city in Sanyi and have the highest sensitivity for it. (3) Tourists have the high willingness to revisit Sanyi. (4) The social backgrounds and travel characteristics of the tourist have a significant impact on the image of destination as well as the willingness to revisit Sanyi. (5) The image of Sanyi destination as a slow city has the strongest influence on the willingness of tourist to revisit Sanyi.