||The development of tourism in many countries not only provides a lot of employment opportunities, but also brings huge foreign exchange earnings. All countries have attached great importance to develop the tourism industry hence. In order to let the world know the true, the good and the beautiful of Taiwan, we should make good use of the characteristic of nature environment, culture heritage, infrastructures, atmosphere, and affective image to enhance tourism attraction and to promote the national visibility. It is important to lead the vivid destination image to go deep into passengers’ heart and reach the real competitive advantage of tourism market. However, few authorities neglect the influence of the destination image toward the destination of the choice of passengers; it may decrease the visit willing. The objectives of this study are described as follows: (1) to understand the factors influencing the destination image; (2) to assess the effects of the destination image on tourists’ behavioral intentions; (3) to provide the tourism manager, the business and the authority with some suggestions.
This study uses website to distribute questionnaires. The number of useful sample is 277. Structural equation modeling (SEM) is used to test the hypotheses presented by the use of AMOS 6.0. The results are as follows:
1. Socioeconmic Environment/ Infrastructures approximate positively influences behavioral intentions.
2. Atmosphere and Natural environment have no influence on behavioral intentions.
3. Affective image and Cultural environment have positively influence on behavioral intentions.
The study suggests that the tourism managers, the business, and the authorities should understand the destination of the tourists before promoting the tourism so that the tourism will be developed effectively. Therefore, the tourists make word-of-mouth marketing for the destination to ensure the successful tourism development.