A Study on the Relationship among B&B Image, Destination Image and Tourist’s Behavioral Intention

ASIA unversity > 管理學院 > 休閒與遊憩管理學系 > 博碩士論文 > Item 310904400/12476

Please use this identifier to cite or link to this item: http://asiair.asia.edu.tw/ir/handle/310904400/12476

Title:	A Study on the Relationship among B&B Image, Destination Image and Tourist’s Behavioral Intention
Authors:	Liao, Ming-de
Contributors:	Department of Leisure and Recreation Management Tseng, Hsi-peng;Lyu, Jia-ru
Keywords:	B&B marketing;Destination image;tourist’s behavioral intention
Date:	2012
Issue Date:	2012-11-18 08:15:20 (UTC+0)
Publisher:	Asia University
Abstract:	Bed and Breakfast (B&B) accommodations are booming in Taiwan's tourism market, the B&B operators’ competition with each other has made Taiwan B&B style with diversity. In the tourism supply system, B&B not only provides accommodation services, it has also become an important tourist’s attractions. In other words, B&B has very important influence on destination development. In this study, starting from the theoretical basis of the destination image, three latent variables, B&B image, destination image, and tourist’s behavioral intention were linked to understand how B&B image affect a destination image formation? And thus affect tourists' behavioral intentions, from this point of view to analyze the influences of B&B on destination development. For clearer understanding on how B&B affect the tourist image of the process, this study constructed a structural equation model to explore the interrelationship among B&B image, destination image and behavioral intention. We select Hualien and Nantou counties as target for the study, and both on-site and online questionnaire survey were used for data collection and finally obtain a total of 321 valid questionnaires for empirical analysis. The results of this study show that there are three paths effects of B&B image on tourist’s behavioral intention, they are: (1) B&B image?tourist’s behavioral intentions; (2) B&B image?affective image ?tourists' behavior; (3) B&B image?cognitive image?affective imagery?tourist behavioral intention. Some policy implications were also provided for B&B operators and destination managers.
Appears in Collections:	[休閒與遊憩管理學系] 博碩士論文

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