Original scientific paper
https://doi.org/10.20867/thm.18.1.2
Construct the destination image formation model of Macao: the case of Taiwan tourists to Macao
Jui-Ying Hung
; Chaoyang University of Technology, Taichung, Taiwan
Feng-Li Lin
; Department of Accounting, Taichung, Taiwan
Wen-Goang Yang
; Department of Leisure Service Management, Taichung, Taiwan
Kuo-Song Lu
; Chaoyang University of Technology, Department of Golden-Ager Industry Management, Taichung, Taiwan
Abstract
The investigation based on the vigorous tourism industry and open up the gaming industry in the future to promote and construct the nation competition strength in Taiwan. Tourism destination image is an important factor which tourist chooses and plans their tourism schedule. But the concept of image includes inner psychology motivation, external environment factor or these two factors interaction to develop and integrate model. Therefore, this investigation aimed to construct the destination image formation model of Macao and take the Taiwan visitors to Macao for example. According to the findings, Taiwan tourists who actually visited Macao generally report positive tourist image in overall. Furthermore, the overall image of tourists visiting Macao can be enhanced if consumers’ return on investment and service superiority are conducted through experiential value perspective in terms of value/environment variables of Taiwan tourists’ perception or cognition perspective. Finally, a tourism image of Macao perceived by
Taiwan tourists is built upon an experience in integrated industry surrounded by luxury atmosphere. To feel about the casino culture of mirage among Asian cities, and a national image of sense and sensibility after combining Eastern and Western culture are primary tourism motives of the study.
Keywords
Gaming industry; Tourism image; Experience value; Structural equation modeling
Hrčak ID:
83816
URI
Publication date:
1.6.2012.
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