Taiwan Tourism Image and Travel Intention from China's People

如何提昇旅遊意願是旅遊業主要的焦點，本研究檢測在大陸人民對臺灣的觀感中，熟悉度、旅遊動機、認知意象、情感意象對旅遊意願之影響力。經由上海與廈門496位中階收入以上的成年人並採用結構方程模式進行驗證，得知認知意象對旅遊意願的總影響效果最高，而熟悉度會透通認知意象與情感意象影響旅遊意願，旅遊動機會透過認知意象影響旅遊意願。研究顯示在旅遊業中透過旅遊意象，以提昇旅遊意願有其必要性。本研究試圖發展旅遊意象與意願影響模式，以提供實務上之建議。

關鍵字

認知意象；情感意象；熟悉度；旅遊動機；旅遊意願

並列摘要

Tourism primarily focuses on how to improve travel intention. This research studies the influence of familiarity, travel motivation, cognitive image, and affective image on travel intention for China people's impression about Taiwan. This study investigates 496 adults of middle class in Shanghai and Xiamen and adopts Structural Equation Modeling (SEM) to test proposed model. The results indicate that cognitive image has a most significant total effect on travel intention. However, familiarity will affect travel intention through both cognitive image and affective image. And travel motivation will affect travel intention through cognitive image. The study shows that it is necessary to adopt travel image to enhance travel intention in tourism. This study attempts to build the model of the influence of travel image on travel intention to provide some practical suggestions.

並列關鍵字

Cognitive Image ； Affective Image ； Familiarity ； Travel Motivation ； Travel Intention

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