Abstract
The purpose of this study is to understand the effect of tourists’ perception of destination image and service quality on their behavioral intention. A total of 1020 valid questionnaires were collected from tourists in Lukang Town, Taiwan, by means of convenient sampling. After descriptive statistics and PLS statistical analysis, the results show that: 1) Tourists’ image of Lukang town has a positive effect on their perceived service quality. In addition, it also has a positive effect on future travel behavior intention; 2) The service quality of tourists in Lukang has a positive effect on their future travel behavior intention. 3) This study also finds that service quality has a mediating effect on tourism behavior intention. Finally, based on the results of the study, suggestions for future research and tourism planning are put forward.
Highlights
In recent years, with the prosperity of tourism in Taiwan, people like to visit outdoor natural environments or villages and towns with well-preserved cultures on holidays [1]
It has a positive effect on future travel behavior intention; 2) The service quality of tourists in Lukang has a positive effect on their future travel behavior intention
Previous studies on tourism have found that the image of tourists before visiting the destination is related to the service quality they feel on the spot
Summary
With the prosperity of tourism in Taiwan, people like to visit outdoor natural environments or villages and towns with well-preserved cultures on holidays [1]. Lukang Town, located in the central part of Taiwan, was once the economic transportation hub between the two sides of the Taiwan Strait during the Qing Dynasty As a result, it has many unique historical, cultural, historic buildings, temples, food, and crafts. When tourists are attracted by the destination image and go to the tourism destination to engage in activities, what they are faced with is the local service quality. Previous studies on tourism have found that the image of tourists before visiting the destination is related to the service quality they feel on the spot. The service quality will affect tourists’ willingness to visit their destinations in the future, or their behavior intention [5]. According to the above background, the purpose of this study is as follows: 1) Analyze the effect of tourists’ tourism image on tourism quality and behavior intention
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
