The Study on Tourism Image, Experience Marketing, Consumer Value and Behavior Intention for China Travelers
| Autor: | Hui-hui Lee, 李惠惠 |
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| Rok vydání: | 2011 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 99 The purpose of this study is to analyze the relationship among tourism Image, experience marketing, consumer value and behavior intention of China Travelers. This study carries out a survey with method of purposive sampling on china tourist who comes to travel in Nantou city, Republic of China. A total of 345 questionnaires were issued and 317 valid questionnaires were returned, with the valid return rate of 91.8%. The obtained information was analyzed by descriptive statistics, independent-sample t- test, one-way ANOVA analysis, Pearson correlation, and simple regression. The main tourists come to Taiwan is from southern China, mostly are male, ages 19-29years old, average monthly income of $10,000 or less, and the level of education to have a college or university education more professional features while the majority of students. Gender structure in the images the men for the "atmosphere", "local food" and "price" is significant. Different ages in the image of the dimension is "atmosphere", "local food" to achieve a significant, and different occupation in the image of the dimension, in the "public facilities", "price" and "travel risk" to achieve a significant. The study found that the higher tourism image of its experiential marketing will also relatively higher. Experiential marketing was a positive when consumer value is good and recommended that its re-visit will have positive impact on behavior, consumer value between intention behavior correlations is positive. Finally, the study finding for tourism industry is as sustainable development and enhancing the efficiency of Taiwan’s tourism information in Taiwan. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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