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URN etd-0902111-153751 Statistics This thesis had been viewed 2186 times. Download 627 times. Author Chien-Yi Ho Author's Email Address No Public. Department Management Business Administration Year 2010 Semester 2 Degree Master Type of Document Master's Thesis Language English Page Count 97 Title INFLUENCES OF TRAVEL MOTIVATION, RISK PERCEPTION AND RISK REDUCTION ON TOURISTS’ VISIT INTENTION – THE MODERATING EFFECT OF DESTINATION IMAGE Keyword travel motivation risk perception risk reduction intention to visit intention to visit risk reduction risk perception travel motivation Abstract Domestic and international leisure travel has already become one of the most popular activities for Taiwanese, consequently, traveling gradually becomes one of Taiwan’s important industries, especially international travel markets. Among the international tourist destinations, short distance trips are more popular for Taiwanese. However, it is very interesting to explore Thailand market. This is because of the fact that during the past several years Thailand experienced detrimental impact from many crisis such as SARS, Bird Flu outbreak, natural disasters and instable political situation, yet, Thailand’s tourism situation continued to experience an expansion in the number of international arrivals to the country. For Taiwanese, Thailand is also one of the key destinations. Although, Taiwanese are quite sensitive with the unstable situations, but when the circumstances had passed, and together with the promoting and developing of tourism image and environment, Thai government has regained confidence from Taiwanese tourists.
The purpose of this study is to examine the influence of tourists’ motivation on their intention to visit such destination as well as to investigate the relationship among the risk perceptions and risk reduction as perceived by tourists and their visit intention. The moderating effect is also analyzed on the structural model by using overall destination image as a moderator.
As internet is used extensively in Taiwan, a self-administrated questionnaire was used in collecting the data in this research. As internet is used extensively in Taiwan, therefore, this study posted the final questionnaire through the internet. The questionnaire was released during April 20th to May 11st, 2011. A total of 168 questionnaires were collected, but after deleted some omissions, a total of 167 valid questionnaires were obtained. SPSS 14.0 and AMOS 6.0 were used in analyzing the data.
The results of the empirical study indicated that travel motivation has a significant effect on travel intention where as perception of risk has a negative impact towards intention to travel. The role of travel motivation and risk perception as a key factor to identify tourists’ visit intention is thus confirmed. Another finding of this study is that tourists’ travel intention was not determined by risk reduction and the results of the chi-square difference test showed that overall destination image has a moderate effect on the relationship between travel motivation and intention to visit as well as the relationship between risk perception and visit intention. On a contrary, whether high or low perceived image of destination, the level of intention to travel of tourists was not difference in term of their risk reduction.
Advisor Committee Mei-Fang Chen - advisor
email@example.com - co-chair
Na-ting Liu - co-chair
Files Date of Defense 2011-06-14 Date of Submission 2011-09-02