摘要
The purpose of this study is to understand the effect of tourists’ perception of destination image and service quality on their behavioral intention. A total of 1020 valid questionnaires were collected from tourists in Lukang Town, Taiwan, by means of convenient sampling. After descriptive statistics and PLS statistical analysis, the results show that: 1) Tourists’ image of Lukang town has a positive effect on their perceived service quality. In addition, it also has a positive effect on future travel behavior intention;2) The service quality of tourists in Lukang has a positive effect on their future travel behavior intention. 3) This study also finds that service quality has a mediating effect on tourism behavior intention. Finally, based on the results of the study, suggestions for future research and tourism planning are put forward.
The purpose of this study is to understand the effect of tourists’ perception of destination image and service quality on their behavioral intention. A total of 1020 valid questionnaires were collected from tourists in Lukang Town, Taiwan, by means of convenient sampling. After descriptive statistics and PLS statistical analysis, the results show that: 1) Tourists’ image of Lukang town has a positive effect on their perceived service quality. In addition, it also has a positive effect on future travel behavior intention;2) The service quality of tourists in Lukang has a positive effect on their future travel behavior intention. 3) This study also finds that service quality has a mediating effect on tourism behavior intention. Finally, based on the results of the study, suggestions for future research and tourism planning are put forward.
作者
Shihui Pan
Chih-Wei Chang
Ziyi Zhu
Shihui Pan;Chih-Wei Chang;Ziyi Zhu(School of News and Commmunication, Huanggang Normal University, Huanggang, China;School of Humanities, Shanghai Normal University, Shanghai, China)
