臺灣博碩士論文加值系統

Tourism is one of the major industries for many Asian countries. Tourism also generated countries’ main revenues. Overseas students have become part of the export industry of the host countries. International students contribute to a country’s economy both directly and indirectly. High education has also become more attractive to the foreign community compared to a decade ago. Many countries are planning to attract more degree students from abroad. It is important for the destination marketers and tourism authority to promote and create strategy in order to get international students’ intention to travel to the destination.
This study explored the international students’ impression with Taiwan as well as examined the changes in their perceptions to the countries’ image overtime staying experiences. The cultural similarity was also studied in this research. Based on a survey of 264 international students from different countries over the world, by using direct survey and online survey and, this study applied the Importance Performance Analysis and ANOVA to analyze the data. The results show that international students change their perceptions about Taiwan overtime staying experiences. This study also indicates cultural similarity has impacts on international students’ perception about Taiwan. In addition, this study provides useful information to the Taiwan Bureau of Tourism and the travel and tourism research.

ACKNOWLEDGEMENTS I
ABSTRACT II
TABLE OF CONTENTS III
LIST OF TABLES VI
LIST OF FIGURES VII
CHAPTER ONE INTRODUCTION 9
1.1 Research Background. 9
1.1.1 Research Background. 9
1.1.2 Research Motivation. 12
1.2 Research Objectives. 13
1.3 Research Flow. 13
1.4 Research Structure. 14
CHAPTER TWO LITERATURE REVIEW 16
2.1 Destination Image 16
2.1.1 Concept and Definition of Destination Image. 16
2.1.2 Measurement of Destination Image. 18
2.1.3 Components of Destination Image. 19
2.1.4 Destination Image Formation. 21
2.1.5 Factors Influencing Destination Image. 23
2.2 Image of Taiwan in Earlier Studies. 26
2.3 Cultural Similarity and Image Change in Tourism. 27
2.3.1 Cultural Similarity. 27
2.3.2 Image Change 28
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 30
3.1 Research Arguments. 30
3.2 Questionnaire Design and Research Procedure. 30
3.3 Research Methodology. 31
3.3.1 Descriptive Statistic Analysis 31
3.3.2 Analysis of Variance (ANOVA) 32
3.3.3 Important Performance Analysis (IPA). 33
3.3.4 Open-Ended Question. 34
CHAPTER FOUR RESEARCH RESULTS 36
4.1 Descriptive Analysis and Reliability Test. 36
4.1.1 Data Collection. 36
4.1.2 Characteristics of Respondents. 36
4.1.3 Measurement Results for Relevant Research Variables. 38
4.2 Factor Analysis and Reliability Test. 40
4.2.1 Destination Attributes. 40
4.2.2 Cultural Similarity. 43
4.3 Importance Performance Analysis (IPA). 44
4.3.1 Importance Performance Analysis by Factors. 45
4.3.2 Importance Performance Analysis by Items. 47
4.4 Analysis of Variance (ANOVA). 50
4.4.1 ANOVA of Staying Time. 50
4.4.2 ANOVA Analysis of Cultural Similarity. 57
4.5 Open-Ended Question Analysis. 62
4.5.1 Open-Ended question for the cost, the place visited and the travel frequency. 62
4.5.2 Image Formation Analysis. 65
CHAPTER FIVE CONCLUSION AND SUGGESTIONS 68
5.1 Conclusion. 68
5.2 Research Implications and Recommendations. 69
5.3 Limitation. 70
REFERENCES 72
Appendix 1: Questionnaire 78
Appendix 2: Axial coding of international students’ opinion about Taiwan image over time staying experience. 85

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