THE STUDY OF DESTINATION IMAGE, SERVICE QUALITY, SATISFACTION AND BEHAVIORAL INTENTION – AN EXAMPLE OF DAPENG BAY NATIONAL SCENIC AREA

Hui Chen Lee
Graduate School of Leisure and Exercise Studies,
National Yunlin University of Science and Technology , Taiwan
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Hung Li Pan
Student Affairs Office, Meiho University, Taiwan

Chih Chiang Chung
Graduate School of Leisure and Exercise Studies
National Yunlin University of Science and Technology, Taiwan

 

Abstract

The aim of the research is to understand the thoughts of tourists in Dapeng Bay Nation-al Scenic Area in the relationship among destination image, service quality, satisfaction, and behavioral intentions. Five hundred questionnaires handed out and four hundred and seven effective returned. Statistical methods of descriptive, factor analysis, and structural equation model were utilized. The result of the study found: destination image has positive impacts on service quality and satisfaction; service quality has a positive influence on satisfaction; satisfaction is positively affected on behavioral intention. Ac-cording to the result, suggestions made to related management units, to build good des-tination image to increase service quality and satisfaction for tourists to have the positive evaluation of tourist destination, willing to visit, sharing the pleasant experience and recommend to others to visit.

Keywords: scenic area, destination image, service quality, satisfaction, behavioral in-tention

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