碩士 / 國立澎湖科技大學 / 觀光休閒事業管理研究所 / 101 / The purpose of research is to discuss the influence of the knowledge about Twin Hearts Stone Fish Weir as a destination brand in Penghu on visitors’ travel intentions.
The role of Theory of Planned Behavior in the relationship between destination brand knowledge and travel intentions is also discussed. Moreover, this study conducts a constructive questionnaire survey that contains four variables, namely brand knowledge, theory of planned behavior, travel intention and personal background. 500 questionnaires were distributed to tourists in Penghu and potential tourists and 401 of them were returned, with a response rate of 80.2%. The returned questionnaires were then analyzed by means of purposive sampling.
This study adopts structural equation modeling (SEM) to analyze data and verify the proposed hypotheses. The results show that 1) brand knowledge has positive effect on attitude, subjective norm, and perceived behavioral control; 2) brand knowledge has positive effect on travel intention; 3) attitude has no significant effect on subjective norm and travel intention; 4) subjective norm has positive effect on perceived behavioral control and travel intention; 5) perceived behavioral control has positive effect on travel intention; and 6) brand knowledge has indirect effect on travel intention via subjective norm and perceived behavioral control. Finally, this study provides suggestions for related authorities/institutions and directions for future research.
| Identifer | oai:union.ndltd.org:TW/101NPHT7742003 |
| Date | January 2013 |
| Creators | Tsung-Hui Chen, 陳宗惠 |
| Contributors | Ming-Ju Lee, 李明儒 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 115 |
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