Leisure travel has become an important activity in Taiwan. According to the statistical data of Tourism Bureau, R.O.C., people in Taiwan spent about 280.5 billions on oversea¡¦s traveling in 2003. The number of outbound travelers has grown 40.77% compare with last February. It is obvious that the market of outbound travel is getting bigger year by year.
The past research on the subject of travel behavior put emphasis on behavior aspect or satisfaction, there is little research discuss the effect of psychological aspect on purchase decisions. Some foreign research verify that the effect of self-concept congruence on product preference, brand preference, and purchase intension (Sirgy, 1982; 2000). They also extend their research to the area of traveling and discuss how the self-image congruity affects post travel satisfaction (Chon 1992), pre-travel purchase intension, or purchase possibility (Surgy and Su, 2000; Litvin and Goh, 2002; 2003).
Based on the self-image congruence theory proposed by Sirgy (1982), and the integrated framework of self-image congruence with travel behavior constructed by Sirgy & Su¡]2000¡^, this research try to analyze if the level of real/ideal self-image congruence relate to the purchase intension of destination choice on four destinations with difference characteristics.
The results show that outbound-travel decision makings of natives are affected by the inside congruence coordination of the psychological mechanism. Relationship between self-image congruence and tourists¡¦ purchase intention exists not only in western countries but also in Taiwan. Results also show that self-image congruence is related to purchase intention whether tourists are students or social workers. And toward the four totally different cities, New York, Bali, Rome, and Hokkaido, tourists¡¦s purchase intention is still affected by self-image congruence.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0720105-191509 |
| Date | 20 July 2005 |
| Creators | Wang, Miao-Ju |
| Contributors | F. L. Fu, Y. L. Lin, Jocob Y. H. Jou |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0720105-191509 |
| Rights | withheld, Copyright information available at source archive |
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