Destination Marketing of Mexico: Integrated with Motivation and Theory of Planned Behavior

• Main Author: GARCIA CANCINO NAYELI
• Other Authors: CHEN, HSIU-LI
• Format: Others
• Language: en_US
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/pn3zy8

碩士 === 銘傳大學 === 國際企業學系碩士班 === 107 === Destination marketing plays an important role in the tourism industry by promoting the attractions of a town, city, region or country. Customers such as investors, hospitality students, tourism labor force, government institutions, and the ending consumer, tourists are all involved in the marketing of a destination. Destination marketing is responsible for portraying a positive image in the tourist's minds, motivating the travel decision-making process through the understanding of the consumer's behavioral intention. This study highlights the destination image of a country, explores motivations to travel, interprets and analyzes attitude, subjective norms, and perceived behavioral control towards the intention to visit of a destination through the theory of planned behavior. The aim of this study is to determine the image of Mexico as a destination in the Taiwanese market, what motives could engage Taiwanese travelers to visit a destination, their attitude towards visiting Mexico, what subjective norms could influence them to visit Mexico, what factors might restrict them from visiting Mexico, and whether there is a significant intention to visit Mexico. This research only focused on the Taiwanese market and gathered questionnaires from 304 respondents. The given data were analyzed by LISREL and SPSS. The results of this research found that (i) Destination image has a strong influence on attitude towards visiting a destination (ii) Destination image has a strong effect on the motivation to travel to a destination (iii) Travelers' attitude has a strong impact on the intention to visit a destination (iv) Subjective norms influence positively the intention to visit a destination (v) Perceived behavioral control has a significant effect on the intention to visit a destination.