Destination Image, Destination Loyalty and Revisit Intention - A Study of Taiwan's Outbound Tourists

旅遊目的地意象、忠誠度及重遊意願研究－以台灣出境旅遊遊客為例

黃任億(Ren-Yi Huang) ； 張文榮(Wen-Jung Chang) ； 殷育士(Yu-Shih Yin) ； 顏瑞棋(Jui-Chi Yen)

《真理觀光學報》 15期 (2019/06) Pp. 17-34

https://doi.org/10.6438/TOJT.201906_(15).0002

摘要

Destination marketing and management have attracted much attention in the field of tourism and leisure during these years. Most importantly, the product types that consumers today have concerned with are no longer restricted to physical goods or intangible services, but destinations or places. Among extant literatures, there are lots of factors impacting tourist's decision-making behaviors on destination, especially the image of a destination. Based on Taiwan's outbound tourists, this study aimed to explore the relationships among destination image (DI), destination loyalty (DL) and revisit intention (RI). Besides, this study further classified DI, DL and RI together as an overall preference index of destination with High, Medium, Low, respectively. Finally, this study ends with some discussions, suggestions and conclusions.

關鍵字

Destination Image ； Destination Loyalty ； Revisit Intention ； Outbound ； Cluster Analysis

並列摘要

這些年來，目的地營銷和管理在旅遊和休閒領域備受關注。 最重要的是，消費者今天所關注的產品類型不再局限於實體商品或無形服務，而是限於目的地或地點。在現存的文獻中，有很多因素影響著旅遊者對目的地的決策行為，特別是目的地的形象。本研究以台灣出境游客為基礎，旨在探索目的地形象（DI），目的地忠誠度（DL）和重訪意向（RI）之間的關係。此外，本研究進一步將DI，DL和RI分類為目的地的總體偏好指數，分別為高、中、低。最後，本研究以討論，及提供一些建議和結論作為本文的結束。

並列關鍵字

目的地意象 ； 目的地忠誠度 ； 重遊意願 ； 出境 ； 集群分析

參考文獻

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