A Study on the B&Bs Destination Image and Tourist Willingness to Visit

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题名:	A Study on the B&Bs Destination Image and Tourist Willingness to Visit
作者:	LI, SHIH-HUNG
贡献者:	Department of Leisure and Recreation Management
关键词:	B&B destination;Willingness to visit
日期:	2008
上传时间:	2009-11-16 08:06:17 (UTC+0)
出版者:	Asia University
摘要:	Destination image plays important roles in tourist destination choice decisions, and attracted lots of researches. Due to the phenomenon of spatially clustered of bed and breakfast (B&Bs) development, the tourists may have different image of each clustered regions. The B&B manager should be aware of tourist perception of the image, so that they can prepare proper marketing strategies to maintain its competitive advantage. However, there is still lack of researches on the comparison of destination image of regional B&B in Taiwan. By constructing a scale for the measurement of B&B destination image, two famous B&B regions in Taiwan, i.e., Ching-jing and Kenting, were selected for comparison purpose. The five point of Likert type scale with 30 items were constructed, and the reliability were tested by explorative factor analysis, the result indicated an acceptable items for measuring the B&B destination image. The descriptive statistics, t-test as well as ANOVA technique were utilized for data analysis.There are two main findings for this thesis. Firstly, the potential tourist perceptions of the two study areas are found to have different destination images, and the differences are more related to the environment characteristics than B&B itself. Secondly, the tourist perception of B&B destination image was found to have positive impact on their willingness to visit.
显示于类别:	[休閒與遊憩管理學系] 博碩士論文

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