ABSTRACT
The purpose of this research aimed to investigate the factors that influence on Taiwanese students’ intention to visit Thailand as a travel destination. This study shows the relationship between each factor which is food image, destination image, information source and perceived value impact on visit intention by testing the conceptual framework that examine all factors.. This research used quantitative research design and was collected by using the questionnaires from a sample of 284 Taiwanese students in Taiwan to examine Taiwanese students’ perception toward Thailand as travel destination that can lead to their intention to visit Thailand.
The data are analyzed by using Statistical Package for the Social Sciences (SPSS) version 22 that test the relationship among the variables through descriptive statistical analysis, reliability and validity, analysis of variance (ANOVA), correlation analysis and multiple regression analysis. In factor analysis process found that some question can be measure in two different components which are divided into activity destination image and living destination image . Thus, the conceptual framework and hypotheses have changed.
The final result can conclude that activity destination image is the most significant factor that influence on Taiwanese student toward perceive value and visit intention and all independent variables are positive effect on dependent variable that mean all hypotheses are supported in this study.
