The influence of travel motivation and destination image on destination choice – a case study of Miaoli area
| Autor: | Yung-Te Hsieh, 謝永得 |
|---|---|
| Rok vydání: | 2008 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 96 There are obvious influences of travel motivation and destination image on destination development and traveler’s destination choice. Thus, the purpose of this study was to discuss the influence of travel motivation and destination image on destination choice. The study site was four areas in Miaoli, including of Sanyi Shengsing Station, Dahu Wineland Resort, Nanchuang Old Street, and Tungshiau Beach Resort. The study subjects were drawn from travelers of four areas in Miaoli, and 303 valid samples were gathered. By using Factor analysis, destination cognitive image was classified as cultural atmosphere, natural environment and social resource. And then through Cluster analyzing, travelers were grouped three types as natural expression, social concern and cultural taste. The analyses of the study found that travelers had obviously positive ideas of cognitive image properties in Miaoli. Thus, it was necessary to be usefully marketing Miaoli image. However, there were not obvious influences of three travel motivations on destination choice. Destination marketers could lead travelers to accommodate at one destination, and then travelers played in another destination. There were obvious differences between traveler’s stay-time and cognitive image, and there were also obvious differences between traveler’s stay-time and affective image. Perhaps travelers originally had deep destination image, and travelers were willing to play for a long time. Moreover, it was important to effectively market for famous destinations or package tours. Furthermore, for study conclusions, it could become contributions to develop adaptable tourism activities, to fit traveler’s needs, and to attract more travelers in the future. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
| Externí odkaz: |
|