Exploring the Relationship of Travel Constraints, Destination Image, and Revisit Intention

摘要

This study is aimed at exploring if Kenting can be transformed into a new face by means of improving the service quality, cutting off the accommodation cost, improving the transport of Kenting on Main Street and street vendors so as to restore tourists' intention of return from at home and overseas countries. In this study questionnaire was administered to 558 tourists (227 males and 281 females) having been to Kenting and traveling around Kenting. The tourists' age levels were 20 to 50 years old. An informal interview was also utilized. The SPSS analysis offered support the relationship between travel constraints and revisit intention (H2), destination image and revisit intention (H3) except the relationship between travel constraints and destination image (H1). The results also confirmed a role of destination image played in travel constraints and revisit intention and the relationship between travel constraints and revisit intention. This study makes it clear that destination image plays a key role in achieving the loyalty, strong desire and tourists' satisfaction. Destination image had a positive effect on tourists' intention of revisit.