value and behavioral intentions – a Case Study of Gukeng Tourist area Chai- Pei,Lee Chin-Chiang,Chung A Thesis Submitted to Humanities and Applies Sciences National Yunlin University of Science & Technology in Partial Fulfillment of the Requirements for the Degree of Master in Graduate School of Leisure and Exercise June 2010 Douliu, Yunlin, Taiwan, Republic of China 99 06
perceived value and behavioral intentions – a Case Study of Gukeng Tourist area St u d e n t C h a i - P e i , L e e A d v i s o r s D r. C h i n - C h i a n g , C h u n g Master, Program of Leisure and Sport Studies National Yunlin University of Science & Technology ABSTRACT I n r e c e n t y e a r s , t h e g r o w i n g t o u r i s m m a r k e t i n Ta i w a n t o e x p a n d , m a n y t o w n s h i p c o u n t i e s c o mb i n e d e v e n t s , g o u r me t s n a c k s b o o mi n g d e v e l o p m e n t a s t o u r i s t a t t r a c t i o n s , b u t t h e o v e r a l l e n v i r o n me n t a s t h e i mp a c t o f e c o t o u r i s m i n d u s t r y i s f a c e d c h a n g e i n t h e t r e n d , h o w t o t r a v e l t o f i n d l o c a t i o n a n d s u r v i v a l o f t h e i r o w n n i c h e i n o r d e r t o b e a b l e t o l o n g - t e r m s u s t a i n a b l e d e v e l o p me n t , t h i s i s a s u b j e c t o f c o n c e r n i n t h i s s t u d y. I n t h i s s t u d y , Y u n l i n C o u n t y G u k e n g a r e a T o u r i s t s e x p l o r e d t h e v a r i a b l e s , u s e d p u r p o s i v e s a mp l i n g s u r v e y , a t o t a l o f 5 0 0 q u e s t i o n n a i r e s s e n d o u t , a c q u i r e d 4 2 0 e f f e c t i v e q u e s t i o n n a i r e s . T h e p u r p o s e o f e x p l o r e d t h e r e l a t i o n s h i p b e t w e e n T o u r i s m i ma g e , T o u r i s m e x p e r i e n c e a n d P e r c e i v e d v a l u e a n d B e h a v i o r a l i n t e n t i o n s , d a t a w e r e a n a l y z e d b y u s i n g d e s c r i p t i v e s t a t i s t i c s , e x p l o r a t o r y f a c t o r a n a l y s i s , t - t e s t , c o r r e l a t i o n a n a l y s i s , o n e - w a y A N O V A , s c h e f f 's me t h o d , v a l i d i t y a n a l y s i s a n d l i n e a r s t r u c t u r a l e q u a t i o n mo d e l i n g w e r e u s e d f o r d a t a p r o c e s s i n g . T h e r e s u l t s a r e a s f o l l o w s 1 . G u k e n g t o u r i s t s b a c k g r o u n d s m o s t l y 2 1 - 3 0 y e a r s o l d , m o s t l y f e ma l e v i s i t o r s ; l i v e mo s t l y i n c e n t r a l ; t o u r i s t s
c o me u n d e r 1 0 , 0 0 0 ; p a r t n e r s t o c o m e w i t h t h e i r f a mi l i e s a n d r e l a t i v e s ; a n d r e s o u r c e o f t h i s t o u r i n f o r m a t i o n w a s m o s t l y f r o m t h e i n t r o d u c e d b y f r i e n d s a n d r e l a t i v e s . 2 . T o u r i s t s i n t h e t o u r i s m i m a g e o f t h e b a c k g r o u n d v a r i a b l e s w e r e n o t s i g n i f i c a n t l y d i f f e r e n t ; i n p a r t o f t h e t o u r i s m e x p e r i e n c e i n t o u r i s m b a c k g r o u n d v a r i a b l e s o n t h e s i g n i f i c a n t d i f f e r e n c e s ; i n p a r t o f t h e p e r c e i v e d v a l u e i n t o u r i s m b a c k g r o u n d v a r i a b l e s o n t h e s i g n i f i c a n t d i f f e r e n c e s ; i n p a r t o f t h e b e h a v i o r a l i n t e n t i o n s i n t o u r i s m b a c k g r o u n d v a r i a b l e s o n t h e s i g n i f i c a n t d i f f e r e n c e s . 3 . T o u r i s t s t o u r i s m i m a g e h a d s i g n i f i c a n t p o s i t i v e e f f e c t o n t o u r i s m e x p e r i e n c e ; t o u r i s m i m a g e h a d s i g n i f i c a n t p o s i t i v e e f f e c t o n p e r c e i v e d v a l u e ; t o u r i s m e x p e r i e n c e h a d n o s i g n i f i c a n t p o s i t i v e e f f e c t o n p e r c e i v e d v a l u e ; t o u r i s m e x p e r i e n c e h a d n o s i g n i f i c a n t p o s i t i v e i mp a c t o n b e h a v i o r a l i n t e n t i o n s ; p e r c e i v e d v a l u e h a d s i g n i f i c a n t p o s i t i v e e f f e c t o n b e h a v i o r a l i n t e n t i o n s ; t o u r i s m i ma g e h a d n o s i g n i f i c a n t p o s i t i v e i n f l u e n c e o n b e h a v i o r a l i n t e n t i o n s . T h e r e s u l t s s h o w e d t h a t t o u r i s t p e r c e i v e d v a l u e i s t h e m e d i a t o r o f t h e c a u s e - e f f e c t mo d e l . T h e r e s u l t s o f t h i s s t u d y w o u l d m a n a g e d a c c o r d i n g t o t h e m e a n i n g o f t h e p r o p o s a l . K e y wo r d s To u r i s m i m a g e To u r i s m e x p e r i e n c e P e r c e i v e d v a l u e B e h a v i o r a l i n t e n t i o n
s ( 1 9 6 5 ) G u n n ( 1 9 7 2 ) 1 . ( o r g a n i c ) ( ) 2 . ( i n d u c e d ) ( G u n n , 1 9 8 8 ) 1 . 2 . 3 . 4 . 5 . 6 . 7 . F a k e y e & C r o mp t i o n ( 1 9 9 1 ) G u n n ( 1 9 7 2 ) ( o r g a n i c i ma g e )
ma g e ) ( c o mp l e x i m a g e ) F a k e y e , P. C . & C r o m p t i o n , J . L . ( 1 9 9 1 ) . I ma g e D i ff e r e n c e s b e t w e e n P r o s p e c t i v e , F i r s t - Ti me , A n d R e p e a t Vi s i t o r s t o t h e L o w e r R i o G r a n d e Va l l e y.
o ( 1 9 8 7 ) 1 . ( a w a r e n e s s ) 2 . ( a t t i t u d e ) 3 . ( e x p e c t a t i o n ) E c h t n e r & R i t c h i e ( 1 9 9 3 ) 1 . ( h o l i s t i c ) 2 . ( a t t r i b u t e - b a s e d ) ( 1 ) ( f u n c t i o n a l ) ( 2 ) ( p s y c h o l o g i c a l ) ( 3 ) ( c o m m o n ) ( 4 ) ( u n i q u e )
. M . & R i t c h i e , J . R . ( 1 9 9 3 ) . T h e M e a s u r e m e n t o f D e s t i n a t i o n I ma ge : A n E m p i r i c a l A s s e s s me n t . J o u r n a l o f T r a v e l R e s e a r c h , 3 1 ( 4 ) , 3 - 1 3 . ( 1 9 9 4 ) 1 . 2 . 3 .
r t i n ( 2 0 0 4 ) G a r t n e r ( 1 9 8 9 ) 1 . ( o v e r t i n d u c e d ) 2 . ( c o v e r t i n d u c e d ) 3 . ( a u t o n o m o u s ) 4 . ( o r g a n i c ) 5 . ( v i s i t ) ( 1 9 9 6 ) B a l o g l u ( 2 0 0 1 )
x p e r i e n c e ) ( ) ( e x p e r i e n c e ) e x p e r i e n t i a ( 1 9 8 9 P i n e & G i l mo r e ( 1 9 9 8 ) S c h m i t t ( 1 9 9 9 ) ( s e n s e ) ( f e e l ) ( t h i n k ) ( a c t ) ( r e l a t e ) G r a n t ( 1 9 9 9 ) C a r u & C o v a ( 2 0 0 3 ) ( 2 0 0 0 ) ( 2 0 0 1 )
a l . ( 1 9 9 6 ) ( 2 0 0 4 ) ( 1 9 8 9 ) ( 1 9 9 6 ) ( 2 0 0 1 ) ( ) S c h mi t t ( 1 9 9 9 ) ( s t r a t e g i c e x p e r i e n t i a l m o d u l e s ,
e r i e n t i a l p r o v i d e r s , E x P r o s ) ( s e n s e ) ( f e e l ) ( t h i n k ) ( a c t ) ( r e l a t e ) 1 . ( s e n s e ) 2 . ( f e e l ) ( ) ( ) 3 . ( t h i n k ) ( ) ( ) 4 . ( a c t ) ( ) 5 . ( r e l a t e )
e e l ) ( t h i n k ) ( a c t ) ( r e l a t e ) S c h m i t t , B . H . ( 1 9 9 9 ) . E x p e r i e n t i a l M a r k e t i n g H o w t o g e t c u s t o m e r s t o s e n s e , f e e l , t h i n k , a c t a n d r e l a t e t o y o u r
d b r a n d. N e w Y o r k T h e F r e e P r e s s . S c h m i t t ( 1 9 9 9 ) ( ) D r i v e r , B r o w n & P e t e r s o n ( 1 9 9 1 ) D r i v e r 1 9 7 6 S c h m i t t ( 1 9 9 9 ) ( 1 9 9 6 )
9 6 ) S c h mi t t ( 1 9 9 9 ) ( 2 0 0 4 ) ( 2 0 0 4 ) ( 2 0 0 5 ) ( 2 0 0 8 ) ( ) H o l b r o o k , H i r c h ma n ( 1 9 8 2 ) ( f a n t a s i e s ) ( f e e l i n g s ) ( f u n ) H o l b r o o k ( 2 0 0 0 )
9 8 8 ) ( ) Z e i t h a ml ( ) ( ) ( ) ( ) M o n r o e ( 1 9 9 0 ) ( ) W o o d r u f f ( 1 9 9 7 ) M u r p h y e t a l . ( 1 9 9 9 ) Wo o d a l l ( 2 0 0 3 )
a w y e r ( 1 9 9 0 ) S h e t h , N e w m a n & G r o s s ( 1 9 9 1 ) ( ) ( ) ( ) ( ) G a l e ( 1 9 9 4 ) ( Wo o d r u ff & G a r d i a l 1 9 9 6 ) S w e e n e y , S o u t a r & J o h n s o n ( 1 9 9 8 ) B a b i n & A t t a w a y ( 2 0 0 0 )
a r i s m ( ) ( H e d o n i s m) P a r a u r a ma n & G r e w a l ( 2 0 0 0 ) ( ) ( ) ( ) / ( ) / P e t r i c k ( 2 0 0 2 ) S E RV- P E RVA L P Z B S E RV Q U A L 5 2 5 2 2 5 S E RV- P E RVA L ( 2 0 0 5 )
, N e w m a n & G r o s s ( 1 9 9 1 ) P e t r i c k ( 2 0 0 2 ) S E R V - P E R V A L 1 . ( q u a l i t y ) / 2 . ( mo n e t a r y V a l u e ) 3 . ( b e h a v i o r a l P r i c e ) 4 . ( e m o t i o n a l R e s p o n s e ) / 5 . ( r e p u t a t i o n )
u t a r ( 2 0 0 1 ) P E R V A L 1 . ( e mo t i o n a l d i m e n s i o n ) 2 . ( s o c i a l d i me n s i o n ) 3 . ( p r i c e ) 4 . ( p e r c e i v e d q u a l i t y ) ( 2 0 0 4 ) 1 . ( h e d o n i c v a l u e ) 2 . ( u t i l i t a r i a n v a l u e ) 3 . ( s o c i a l v a l u e ) ( 2 0 0 5 ) ( 2 0 0 5 ) ( 2 0 0 5 )
t h , N e w ma n & G r o s s ( 1 9 9 1 ) P e t r i c k ( 2 0 0 2 ) S w e e n y & S o u t a r ( 2 0 0 1 ) ( 2 0 0 4 ) ( 2 0 0 5 ) ( 2 0 0 5 ) ( 2 0 0 5 )
1 9 9 0 ) P e t r i c k & B a c k m a n ( 2 0 0 2 ) ( 2 0 0 4 ) P e t r i c k ( 2 0 0 2 ) ( 2 0 0 1 ) P e t r i c k ( 2 0 0 2 ) ( 2 0 0 7 ) P e t r i c k a n d B a c k ma n ( 2 0 0 2 ) S E RV- P E RVA L
a l i n t e n t i o n ) F o l k e s ( 1 9 8 8 ) ( E n g e l , B l a c k w e l l & M i n i a r d , 1 9 9 5 ) E n g e l e t a l . ( 2 0 0 0 ) ( ) ( 2 0 0 3 ) B a k e r & C r o m p t o n ( 2 0 0 0 ) ( 2 0 0 1 ) H a w k i n s e t a l . ( 2 0 0 1 )
l l e t a l . , 2 0 0 1 伃 ( 2 0 0 4 ) ( 2 0 0 5 ) A j z e n & F i s h b e i n ( 1 9 8 0 ) ( ) ( ) A j z e n ( 1 9 8 0 ) ( ) ( a t t i t u d e ) ( ) ( s u b j e c t i v e n o r m) ( ) ( p e r c e i v e d b e h a v i o r a l c o n t r o l )
, B l a c k w e l l R . D . & M i n i a r d P. W. ( 1 9 9 5 ) . C o n s u m e r B e h a v i o r . 8 t h e d . D r y d e n P r e s s , 3 6 1 - 4 0 1 . O l i v e r ( 1 9 9 9 ) - - ( ) ( c o g n i t i v e l o y a l t y ) ( ) ( a f f e c t i v e l o y a l t y ) ( ) ( c o n a t i v e l o y a l t y ) ( ) ( a c t i o n l o y a l t y )
i r y ( 1 9 9 1 ) Z e i t h a ml , B e r r y & P a r a s u r a ma n l ( 1 9 9 6 ) 1 . ( l o y a l t y ) 2 . ( p a y m o r e ) 3 . ( s w i t c h ) 4 . ( i n t e r n a l r e s p o n s e )
y ( 1 9 9 1 ) ( 1 9 9 7 ) C r o n i B r a d y & H u l t ( 2 0 0 0 ) 1 . 2 . 3 . ( 4 . ( 2 0 0 3 ) ( 2 0 0 8 ) ( ) B o u l d i n g e t a l . ( 1 9 9 3 ) ( 2 0 0 4 )
a l e q u a t i o n m o d e l i n g , S E M ) ( p a t h a n a l y s i s ) ξ 1 η 1 η 3 η 2 X Y 1 Y 7 X Y 2 Y 8 Y 3 Y 9 Y 4 Y 1 0 Y 5 Y 1 1 Y 6 Y 1 2 Y 1 3
( e i g e n v a l u e ) 1 . 0 ( s c r e e t e s t ) ( o b l i q u e r o t a t i o n ) ( f a c t o r l o a d i n g ) 0 . 4 4 2 0 1 2 K M O ( K a i s e r - M e y e r - O l k i n ) B a r t l e e t K M O 0 . 7 4 B a r t l e e t 0 . 0 0 4 0 . 4 1 1 1 . 0 5 0 6 0 2 0 3 0 1 2 . 1 2 1 1 0 8 0 9 1 0 0 7
. 0 . 7 5 0 2 . 0 . 6 6 0 3 . 0 . 5 3 0 1 . 0 . 4 8 1 2 . 0 . 8 0 1 1 . 0 . 7 9 0 8 . 0 . 5 1 0 9 . 0 . 4 8 1 0 . 0 . 4 8 0 7 . 0 . 4 6 K M O 0 . 8 1 e i g e n v a l u e 3 . 6 1 1 . 2 9 v a r i a n c e 3 3 . 2 8 11 . 7 2 c u m u l a t i o n 3 3 . 2 8 4 5 . 0 0 * p < . 0 5 ( ) 1 . C r o n b a c h ’ s α α 0 . 7 2
. 6 3 * 3 . 2 7 0 . 7 9 1 5 . 7 . 0 2 * 0 . 6 6 * 3 . 6 0 0 . 7 8 1 6 . 7 . 7 8 * 0 . 7 1 * 3 . 3 9 0 . 7 3 1 7 . 7 . 1 4 * 0 . 6 6 * 3 . 4 3 0 . 7 4 1 8 . 6 . 9 8 * 0 . 6 6 * 3 . 6 0 0 . 7 7 * p < . 0 5 ( ) ( p r i n c i p a l c o m p o n e n t s a n a l y s i s ( e i g e n v a l u e ) 1 . 0 ( s c r e e t e s t ) ( o b l i q u e r o t a t i o n ) ( f a c t o r l o a d i n g ) 0 . 4 4 2 0 1 8 K M O ( K a i s e r - M e y e r - O l k i n ) B a r t l e e t K M O 0 . 8 9 B a r t l e e t 0 . 0 0 9 0 . 4 1 7 1 . 1 8 1 7 1 6 1 5
. 0 . 7 3 0 7 . 0 . 6 8 0 8 . 0 . 5 8 1 0 . 0 . 4 6 K M O 0 . 8 9 e i g e n v a l u e 6 . 2 8 1 . 7 9 1 . 2 1 1 . 0 5 v a r i a n c e 3 6 . 9 2 1 0 . 5 1 7 . 1 5 6 . 2 0 c u m u l a t i o n 3 6 . 9 2 4 7 . 4 3 5 4 . 5 8 6 0 . 7 8 ( ) 1 . C r o n b a c h ’ s α α 0 . 7 7 0 . 8 5 0 . 7 3 0 . 7 2 ( ) α . 8 9
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