A Study on the Relationship among Tourism Image, Tourist Experience and Behavioral Intentions – A Case of the Gukeng Service Center

• Main Authors: CHIEN, CHUN-FANG, 簡君芳
• Other Authors: CHUNG, CHIH-CHIANG
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/v8zvt8

碩士 === 國立雲林科技大學 === 休閒運動研究所 === 107 === The market of internal tourism becoming prosperous these years. The number of tourists and the income of tourism increase by years. The industry of tourism has became an important part to coutry and local ecnomical development. Gukeng Service Center, as the only service center not located on freeway, combines eco-friendly farming, technological service, and high quality commodities attractting tourists. This is a new kind of consumer market of tourism. Therefore, the purpose of this study was discussing the relationship among tourism image, tourist experience and behavioral intentions of Gukeng Service Center, in addition to understand the characteristic of tourists. The sample of this study research were tourists of Gukeng Service Center and adopted a convenient sampling method for questionnaire survey. There were 385 valid questionnaires in 428 questionnaires. In addition, the IBM’s SPSS 22.0 were used to conducting descriptive statistics, confirmatory factor analsis, reliability and validity analysis, t-test, one-way ANOVA analysis, Scheffe’s method and regression analysis. The result of this inqiry study shown as follow: First, the mainly customers were 31 to 40 year-old female, who works in business industry, comes from central area of Taiwan, accompanied by families.Second, there were significant differences resulting from age and traveling companion on tourism image, from age and living area on tourist experience, from age and living area on behavioral intentions.Third, tourism image had a positive impact on tourist experience, tourist experience had a positive impact on behavioral intentions, tourism image had a positive impact on behavioral intentions. Tourist experience was mediated between tourism image and behavioral intentions.