The influence of humanities resources on destination image and revisit intention.

Autor: Pei-Hsuan Chiu, 邱佩萱
Rok vydání: 2013
Druh dokumentu: 學位論文 ; thesis
Popis: 101
This study aims not only to explore and verify how the product beliefs in different local specialty will influence tourists’ destination image, but also to analyze the mediating effects of destination image on the relationship between various product beliefs and the willingness to revisit. A sample consisted of 174 on-site visitors was obtained at Lukang, Changhua County through a purposive sampling procedure. The primary data regarding sample members’ respondents’ overall image of Lukang, their willingness to revisit, and their product beliefs regarding various types of local specialty products were collected through structured questionnaires. The results revealed from the structural equation modeling show that respondents’ overall image of Lukang mediates the relationship between product belief of local food and the willingness to revisit, and the overall image also affects willingness to revisit directly. Based on the research results, it is suggested that in the future, the cultural and creative industries that have been developed in Lukang can be incorporated, and the historical background and existing historic resources can be better applied. That way, Lukang’s tangible and intangible assets, along with a wide range of cultural resources, can help to establish the unique culture of Lukang as an ancient city, allow tourists to experience Lukang’s nostalgic ambience from diverse perspectives, and promote Lukang’s tourism according to their imagery of it. This can have a further positive influence on their willingness to revisit Lukang, thereby increasing the profits of regional tourism. Meanwhile, it is hoped that this study can serve as a reference for other city/county governments in promoting local specialty products and tourism
Databáze: Networked Digital Library of Theses & Dissertations
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