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研究生： 藍妮娜
Jamil, Nazarina
論文名稱： 國際與當地旅客對旅遊地點形象認知之研究:以巴黎島,普吉島及沙巴旅遊點為例
Tourism Destination Image as Perceived by International and Domestic Tourism Destination
指導教授： 吳萬益
Wu, Wann-Yih
學位類別： 碩士
Master
系所名稱： 管理學院 - 國際管理碩士在職進修專班(IMBA)
International Master of Business Administration(IMBA)
論文出版年： 2006
畢業學年度： 94
語文別： 英文
論文頁數： 119
中文關鍵詞： 地點形象 、地點感受 、認知形象 、情感形象 、國際旅客 、當地旅客
外文關鍵詞： Destination Perception, Domestic Tourist, International Tourists, Cognitive Image, Affective Image
相關次數： 點閱：104  下載：2 
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    • 無中文摘要

    Nowadays, the competition of tourism destinations is not only between countries but
    the destinations become more viable as a result of globalization and the increasing flow
    of information. The images of a destination are built by variety of influences, which
    some can be directly or indirectly attributed to the actions of destination marketing
    companies and tourism authorities. It is important for the destination marketers and
    tourism authority to send out the right signals so that the tourists have the right image of a
    destination. Through a combination of previously developed methodologies, this study
    proposes to identify, analyze and evaluate the factors that could build up the destination
    image by comparing the destination perception from three different destinations that have
    similar characteristics; namely Sabah in Malaysia, Bali in Indonesia and Phuket in
    Thailand.
    A literature review of recent publications and marketing information was conducted.
    Primary research comprised a survey of current international and domestic tourists to
    discover the Phuket, Bali and Sabah perceived image and the components that build up
    the perceived image. Namely, the information sources they seek prior travel, their travel
    motivations, the cognitive and affective image. Structured methodologies were used inorder to capture the richness of the destination image construct. Statistical tests were
    employed to analyze the data gathered include t-test, ANOVA, canonical correlation
    analysis, regression analysis and structural equation model.
    Results suggest that some significant differences existed among the international and
    domestic tourists in terms of information sources they sought before their travel and the
    motivation that drive them to travel. The result shows that escaping from their daily
    routines and life motivated international tourists to travel. Domestic tourists used the
    media and booklet as their source of travel information in planning a trip. These
    differences contributed to the images of the destinations and the perceptions of the
    visitors towards the three target destinations; namely, Bali, Sabah and Phuket. However,
    international and domestic tourists are significantly indifferent in most of the image
    formation dimensions. These findings hope to help marketers and tourism authorities toidentify their promotion and positioning strategies to the right target market.

    ACKNOWLEDGEMENT................................................................................................... I ABSTRACT.......................................................................................................................II TABLE OF CONTENTS.................................................................................................. IV LIST OF TABLES......................................................................................................... VIII LIST OF FIGURES ........................................................................................................... X CHAPTER ONE INTRODUCTION............................................................................... 1 1.1 Research Background and Motivation.................................................................... 1 1.2 Research Objectives and Contributions .................................................................. 5 1.3 Scope of the Research............................................................................................. 7 1.4 Research Procedure................................................................................................. 7 1.5 The Structure of the Study ...................................................................................... 8 CHAPTER TWO LITERATURE REVIEW................................................................. 10 2.1 Travel Destination................................................................................................. 10 2.1.1 Sabah, Malaysia............................................................................................... 10 2.1.2 Bali, Indonesia ................................................................................................. 11 2.1.3 Phuket, Thailand.............................................................................................. 12 2.2 Destination Image ................................................................................................. 14 2.2.1 Destination Image Formation Process ............................................................ 15 2.2.2 Different Models of Destination Image Formation ......................................... 16 2.3 Definition of Research Constructs ........................................................................ 19 2.3.1 Cognitive Component and Affective Component ............................................. 19 2.3.2 Information Sources......................................................................................... 20 2.3.3 Travel Motivation............................................................................................. 20 2.3.4 Destination Perception .................................................................................... 21 2.4 Hypotheses Development ..................................................................................... 22 2.4.1 Interrelationship between Information Sources and Travel Motivation.......... 22 2.4.2 Relationship between Information Sources and Cognitive Components......... 23 2.4.3 Relationship between Travel Motivation and Affective Component................ 24 2.4.4 Relationship between Cognitive and Affective Component ............................. 252.4.5 Relationship between Cognitive and Affective Component to Destination Perception....................................................................................................... 26 2.4.6 Relationship between Socio-demographic Factors and Destination Perception....................................................................................................... 27 2.5 International and Domestic Tourists..................................................................... 29 CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY........................ 31 3.1 The Conceptual Model.......................................................................................... 32 3.2 Construct Measurement ........................................................................................ 33 3.2.1 Information Sources......................................................................................... 33 3.2.2 Travel Motivation............................................................................................. 34 3.2.3 Cognitive Image ............................................................................................... 35 3.2.4 Affective Image................................................................................................. 36 3.2.5 Destination Perception .................................................................................... 37 3.2.6 Tourists’ Characteristics ................................................................................. 37 3.3 Hypotheses to be Tested ....................................................................................... 38 3.4 The Sampling Plan................................................................................................ 39 3.5 Pilot Test ............................................................................................................... 40 3.6 Questionnaire Development.................................................................................. 40 3.7 Data Analysis Procedure....................................................................................... 41 3.7.1 Descriptive Statistic Analysis........................................................................... 41 3.7.2 Purification and Reliability of the Measurement Variables ............................ 41 3.7.3 Hypotheses Testing .......................................................................................... 43 CHAPTER FOUR DESCRIPTIVE ANALYSIS .......................................................... 45 4.1 Descriptive Analysis ............................................................................................. 45 4.1.1 Data Collection................................................................................................ 45 4.1.2 Characteristics of Respondents........................................................................ 46 4.2 Measurement Results for Relevant Research Variables ....................................... 51 4.3 Factor Analysis and Reliability Test..................................................................... 55 4.3.1 Information Sources......................................................................................... 55 4.3.2 Travel Motivation............................................................................................. 56 4.3.3 Cognitive Image ............................................................................................... 58 4.3.4 Affective Image................................................................................................. 59 4.3.5 Destination Perception .................................................................................... 60 CHAPTER FIVE RESEARCH ANALYSIS AND RESULTS..................................... 62 5.1 Interrelationship between Information Sources, Travel Motivation, Cognitive Image and Affective Image...................................................................................... 62 5.2 Cognitive Image and Affective Image Influencing Destination Perception......... 65 5.3 Differences of Country of Origin towards Information Sources, Travel Motivation, Cognitive Image and Destination Perception Using t-test....................................... 69 5.4 Differences of Gender, Age, Income and Number of Visit towards Destination Perception Using t-test and One-way ANOVA....................................................... 72 5.5 Differences of Destination Perception on the Different Destinations Using Oneway ANOVA ........................................................................................................... 76 5.6 Testing the Full Model Using Structural Equation Model.................................... 80 CHAPTER SIX CONCLUSIONS AND SUGGESTIONS........................................... 85 6.1 Research Conclusions ........................................................................................... 86 6.2 Recommendations................................................................................................. 89 6.3 Research Limitations ............................................................................................ 91 6.3.1 Sampling Errors............................................................................................... 91 6.3.2 Questionnaire Development............................................................................. 91 6.4 Suggestions for Further Research ......................................................................... 92 REFERENCES ................................................................................................................. 94 APPENDICES ................................................................................................................ 101 Appendix-1 Questionnaire for Bali...................................................................... 102 Appendix-2 Questionnaire for Sabah................................................................... 108 Appendix-3 Questionnaire for Phuket ................................................................. 114

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