||Factors Affecting Destination Choice for Inbound Tourists to Taiwan
||Factors Affecting Destination Choice for Inbound Tourists to Taiwan
||Institute of International Management (IIMBA--Master)(on the job class)
In recent years, tourism has become one of the fastest growing sectors of the world economy and is widely recognized for its contribution to regional and national economic development. Taiwan government also promotes actively to all over the world, such as the Lantern Festival attracts many international travelers. However, in the various promotions, we said Taiwan has beautiful natural resources, delicious oriental snacks, and interesting folk and cultural activities. We show all attractiveness but loss of focus. From marketing point of view, product should sell to right client. If not find out the right target client, although the product is good, there is no buyer.
The object of this study mainly probed into the possible factors influence destination choice within a country and case study in Taiwan base on three respects, travel motivation, tourists’ image of Taiwan, and socio-demographic attributes.
A discrete choice modeling approach is used to address the operational challenges of incorporating behavioral elements in choice analysis. The study revealed that travel motivation is significant to all the three types of destination choices, “Natural scenery”, “Folk and cultural”, and “Entertainment and food”. Destination image defined in the study is tourists’ image of Taiwan resulted less evidence to support. Some of the demographic characteristics of tourists, like age, travel partner, nationality show significant effects in this study.
TABLE OF CONTENTS III
LIST OF TABLES VI
LIST OF FIGURES VIII
CHAPTER ONE INTRODUCTION 1
1.1 Research Background and Motivation. 1
1.2 Research Objectvies. 3
1.3 Research Process. 3
CHAPTER TWO LITERATURE REVIEW 5
2.1 Concept of Destination. 5
2.2 Destination Choice. 6
2.3 Destination Image. 8
2.4 Travel Motivation. 12
2.5 Socio-demographic Attributes of Tourists. 15
2.6 Development of Hypotheses. 16
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 18
3.1 Research Framework. 18
3.2 Operational Definition of Variables. 19
3.3 Questionnaire Design and Measurement. 20
3.3.1 Travel Motivation. 21
3.3.2 Taiwan Image. 22
3.3.3 Local Destination Choice. 23
3.3.4 Socio-Demographic Attributes of Tourists. 24
3.4 Sampling Plan and Sample Size. 24
3.5 Stat Data Analysis. 25
3.5.1 Descriptive Statistics Analysis. 25
3.5.2 Factor Analysis. 26
3.5.3 Analysis of Variance (ANOVA) 26
3.5.4 Logistic Regression.. 26
3.5.5 Result of Pre-test for the Questionnaire. 26
3.6 Research Limitations. 26
CHAPTER FOUR RESEARCH RESULTS 28
4.1 Descriptive Statistics Analysis. 28
4.2 Factor Analysis. 30
4.2.1 Factor Analysis of Travel Motivation. 31
4.2.2 Factor Analysis of Taiwan Image. 33
4.3 Analysis of Variance. 35
4.4 Logistic Regression. 46
4.4.1 Dependent Variables and Independent Variables. 47
4.4.2 Models of the Three Types of Destination. 49
4.4.3 Summary of the Factors Affecting Destination Choice. 55
CHAPTER FIVE CONCLUSION AND SUGGESTIONS 59
5.1 Research Conclusions. 59
5.2 Research Limitations and Suggestions. 62
Appendix 1: Survey Questionnaire 68
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