臺灣博碩士論文加值系統

自從很久以前，旅遊部門已被公認為對國民經濟增長起著重要作用的一個部門。 如今，國家之間的競爭更加緊密。 為了在旅遊和旅遊業中生存，商務旅行必須確定目的地圖像 - 因為目的地圖像對於目的地定位和選擇過程是至關重要的。 目的地圖像將在旅行前，旅行期間和旅行後影響客戶。 一個好的目的地形象將驅使客戶到結果訪問一個特定的目的地，此外，目的地的良好形象將導致遊客更高的滿意度，並將影響旅遊者做再訪的意圖。
根據Gartner（1993）：認知圖像，情感圖像和定向圖像及其與滿意度和行為意圖的關係，本研究的目的是更多地探索具有三個組成部分的整體目標圖像成分的效果 巴厘島，印度尼西亞。 假設檢驗的所有結果顯示認知，情感和傾向對滿意度和行為意圖產生積極影響的積極結果。 滿意也對行為意圖產生積極影響。 Pearson相關的結果表明，conative圖像與行為意圖有很強的關係。

Since a long time ago, the tourism sector has been acknowledged as one sector that contributes a significant role to national economic growth. Nowadays, competition among countries are tighter. To survive on tour and travel industry, business travel has to determine destination image – since destination image is critical to destination positioning and selection process. Destination image will influence customer before, during, and after travel. A good destination image will drive customer to the result to visit one specific destination, moreover, a good image of destination will lead tourists to the higher level of satisfaction and will impact tourist to do revisit intention.
The purpose of this study is to explore more the effect of overall destination image component which is has three components inside, according to Gartner (1993): cognitive image, affective image, and conative image and its relationship with satisfaction and behavioral intention focusing specifically on Bali Island, Indonesia. All results of hypotheses testing shown positive results that cognitive, affective, and conative give positive effect on satisfaction and behavioral intention. Satisfaction also gives positive effect on behavioral intention as well. Result on Pearson’s correlation shown that conative image has strong relationship with behavioral intention.

ABSTRACT iii
ACKNOWLEDGMENT iv
LIST OF TABLES viii
LIST OF FIGURES x
CHAPTER ONE INTRODUCTION 1
1.1 Research Background and Motivation 1
1.2 Research Objective and Contributions 3
1.3 Research Questions 4
1.4 Scope of the Research 4
1.5 Research Procedure 4
1.6 Structure of the Research 4
CHAPTER TWO LITERATURE REVIEW 5
2.1 Overall Destination Image 6
2.2 Satisfaction 8
2.3 Behavioral Intention 10
2.4 Bali Island 11
2.5 Destination Image and Satisfaction Relationship 12
2.6 Destination Image and Behavioral Intention Relationship 12
2.7 Satisfaction and Behavioral Intention Relationship 13
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 15
3.1 Conceptual Framework 15
3.1.1 Cognitive, Affective, and Conative Image Research Framework 15
3.1.2 Conceptual Framework from Wang and Hsu (2010) 16
3.1.3 Conceptual Framework of this study 17
3.2 Hypotheses to be Tested 18
3.3 Research Design and Data Analyzed Method 18
3.4 Population and Sample 18
3.5 Sampling Technique 19
3.6 Data Collection Technique 19
3.7 Research Variable 19
3.8 Pilot test 21
CHAPTER FOUR RESULTS AND DISCUSSION 27
4.1 Descriptive Analysis Result 27
4.2 Independent-Samples T-test 29
4.3 One-Way Analysis of Variance 30
4.3.1 Cognitive Image and Respondents’ Age ANOVA Test 30
4.3.2 Cognitive Image and Respondents’ Marriage Status ANOVA Test 31
4.3.3 Cognitive Image and Respondents’ Education ANOVA Test 31
4.3.4 Cognitive Image and Respondents’ Monthly Income ANOVA Test 32
4.3.5 Affective Image and Respondents’ Age ANOVA Test 33
4.3.6 Affective Image and Respondents’ Marriage Status ANOVA Test 33
4.3.7 Affective Image and Respondents’ Education ANOVA Test 34
4.3.8 Affective Image and Respondents’ Monthly Income ANOVA Test 34
4.3.9 Conative Image and Respondents’ Age ANOVA Test 35
4.3.10 Conative Image and Respondents’ Marriage Status ANOVA Test 35
4.3.11 Conative Image and Respondents’ Education ANOVA Test 36
4.3.12 Conative Image and Respondents’ Monthly Income ANOVA Test 36
4.3.13 Satisfaction and Respondents’ Age ANOVA Test 37
4.3.14 Satisfaction and Respondents’ Marriage Status ANOVA Test 37
4.3.15 Satisfaction and Respondents’ Education ANOVA Test 38
4.3.16 Satisfaction and Respondents’ Monthly Income ANOVA Test 38
4.3.17 Behavioral Intention and Respondents’ Age ANOVA Test 39
4.3.18 Behavioral Intention and Respondents’ Marriage Status ANOVA Test 39
4.3.19 Behavioral Intention and Respondents’ Education ANOVA Test 40
4.3.20 Behavioral Intention and Respondents’ Monthly Income ANOVA Test
40
4.4 Regression Analysis Result 41
4.4.1 Result of Hypothesis 1 Destination Image has positive effect on Satisfaction 41

4.4.2 Result of Hypothesis 2 Destination Image has positive effect on Behavioral Intention 42
4.4.3 Result of Hypothesis 3 Satisfaction has positive effect on Behavioral Intention 43
4.5 Pearson’s Correlation Analysis Result 45
CHAPTER FIVE CONCLUSION AND SUGGESTION 47
5.1 Conclusion 48
5.2 Limitation and Suggestion 48
REFERENCE 50
APPENDICES 58
Appendix A: Pilot Test Survey Questionnaire (English Version) 58
Appendix B: Pilot Test Survey Questionnaire (Indonesia Version) 64
Appendix C: Final Revised Questionnaire (English Version) 70
Appendix D: Final Revised Questionnaire (Indonesia Version) 76

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