| 英文摘要 |
The tourist destination image analysis is of great significance for tourists to choose a tourist destination. Maolin Scenic Area, Taiwan was hit by Typhoon Morakot in 2009, resulting in major environmental disasters in the local area and huge losses to the local industries and tourism. Statistics on public facility losses and private losses are nearly NTD 200 billion. The number of visitors dropped from 1,079,700 in 2009 to 319,957 in 2010, which was a rapid decline of 70.4%, and the significant decline caused most of the tourism industry in this area to face the dilemma of closure. In 10 years, the local government has been actively improving the negative image damaged by the disaster. In addition to exploring the composition of tourists' post-disaster tourism image, this study also analyzed the differences in tourism experience before and after the typhoon disaster by taking into account the post-disaster damaged image that cannot be changed in a short time. The results of the study found that the most important factors in cognitive image were natural tourism resource, history and culture, and a friendly tourist environment. In addition, the tourists who had visited the area before the typhoon disaster generally accepted the area rebuilt after the typhoon disaster. Finally, butterfly watching and tribal tours, tourism prices and transportation were the factors that affected the overall tourism image, and were also the components that the area needs to enhance input in industrial reconstruction and marketing strategies. |
本站僅提供期刊文獻檢索。
