A Study of the Travel Information Resources, Destination Image, and Behavioral Intention of College Students on Kenting

Ching-Hui Lin, Chien-Ting Chin

Abstract


The purpose of this study is to understand the college students of their to tourism destination information sources, image, and the revisit behavioral intention. In this study, non-random sampling method was used, 416 valid questionnaires were collected from college students who had visited the Kenting Area (the famous coastal resort in southern Taiwan).  After statistical analysis, the study found: 1. The source of tourism information for college students is "have been to the Kenting tourism recommended by friends and families" is the highest.  2. In terms of destination image, "pleasant summer climate for activities in waters" is the highest. 3. The “TV & Newspaper report”, “others recommended and comment”, "marine ecological environment", and "entertainment" have predict power on behavioral intention. This study not only puts forward the management suggestions to the marine tourism industry, but also provides the government sectors with the strategy of strengthening the destination image.


Keywords


marine recreation, tourism image, information resources, behavior intention, Kenting

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