臺灣博碩士論文加值系統

The author assessed the relationships among Motivation, Destination image, effective to Re-visitation Intention. Data was collected from 200 international tourists come to Vietnam. Research instrument was a questionnaire with 5 and 7 Likert Scale, as well as testing the research model by using SPSS. Results of thesis is how international tourists make their travel decision. The finding also showed that there is difference among segments in each demographic group (gender, age groups, education levels, occupations, nationality and average monthly household income)

LIST OF TABLES vi
LIST OF FIGURES vii
CHAPTER 1 INTRODUCTION 1
1.1 RESEARCH BACKGROUND 1
1.2 OPPORTUNITY 2
1.3 RESEARCH OBJECTIVE 2
1.4 RESEARCH QUESTIONS 3
1.5 RESEARCH SCOPE 3
1.6 SIGNIFICANT OF THE RESEARCH 4
CHAPTER 2 LITERATURE REVIEW 5
2.1 VIETNAM INTERNATIONAL TOURISM AND TOURISTS’ BEHAVIORS 5
2.2 TRAVEL DECISION MAKING 5
2.3 REVISIT INTENTION 7
2.3.1 FIRST TIME AND REPEAT TOURISTS 7
2.4 MOTIVATION 8
2.4.1 DEFINE MOTIVATION AND ROLE 8
2.4.2 TRAVEL MOTIVATION 8
2.4.3 MOTIVATION AND DESTINATION IMAGE 10
2.5 DESTINATION IMAGE 10
2.5.1 DEFINITION OF DESTINATION IMAGE 10
2.5.2 DESTINATION IMAGE 10
2.5.3 CRITICAL ELEMENTS OF THE DESTINATION IMAGE 13
2.5.4 CULTURAL HERITAGE 13
2.5.5 TRADITIONAL CUISINE 13
CHAPTER 3 METHODOLOLY 15
3.1 RESEARCH PROCEDURE 15
3.2 RESEARCH FRAMEWORK 16
3.3 QUESTIONNAIRE REVIEW 16
3.4 DATA COLLECTION 17
3.5 QUESTIONNAIRE DEVELOPMENT 17
3.5.1 TRAVEL MOTIVATION 17
3.5.2 DESTINATION IMAGE 25
3.5.3 REVISITATION INTENTION 27
3.5.4 DEMOGRAPHIC AND TOURIST’S TRAVEL BEHAVIOR 28
3.6 DATA ANALYSIS 31
CHAPTER 4 RESULTS AND ANALYSES 32
4.1 DEMOGRAPHICS RESULTS 32
4.2 TOURIST BEHAVIOR DESCRIPTION 34
4.3 TEST OF RELIABILITY 36
4.4 HYPOTHESIS TESTING 36
4.4.1 Question 1: What are the relationships between the international tourists’ motivations and the revisit intention to Vietnam? 36
4.4.2 Question 2: What are the relationships between the international tourists’ destination image and the revisit intention to Vietnam. 39
4.4.3 Question 3: Are there any differences between demographic variables (genders, ages and occupations, regions) and revisit intention for the tourists who visited in Vietnam? 42
4.5 SUMMARY OF RESULTS 47
CHAPTER 5 CONCLUSION AND RECOMMENDATIONS 48
5.1 CONCLUSION 48
5.2 RECOMMENDATION 48
5.3 RESEARCH LIMITATIONS 49
5.4 SUGGESTIONS FOR FURTHER STUDIES 49
REFERENCE 50
APPENDIX A QUESTIONAIRE 55

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