A STUDY OF THE TRAVEL INFORMATION RESOURCES, DESTINATION IMAGE, AND BEHAVIORAL INTENTION OF COLLEGE STUDENTS ON GREEN ISLAND

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1 A STUDY OF THE TRAVEL INFORMATION RESOURCES, DESTINATION IMAGE, AND BEHAVIORAL INTENTION OF COLLEGE STUDENTS ON GREEN ISLAND Ching-Hui Lin 1,Ying-Wan Chuang 1 and Chian-Ying Chang 2 1 Yuan Ze University, Taiwan 2 National Taichung University of Science and Technology, Taiwan lin-ching-hui@saturn.yzu.edu.tw Abstract The purpose of this study is to understand the college students of their tourism destination information sources, cognitive image, as well as the follow-up to want to go to the Green Island of behavioral intentions. In this study, four University students as the research object in Northern Taiwan, non-random method was used, and total of 416 valid questionnaires were collected. After statistical analysis, the study found: 1. TV travel program introduction is the highest source of tourism information for college students. 2. In the aspect of tourism image in Green Island is "pleasant summer climate cognitive for activities in waters" were the highest. 3. The TV & Newspaper report, others recommended and comment, hospitality, marine ecological environment, and entertainment factors have predict power on behavioral intention. This study suggests that tourism and sectors should strengthen the publicity of information in the future, so that people who have never visit have a deep image of the destination, and then have the intention to visit. Keywords: marine recreation, tourism image, information resources, behavioral intention, Green Island 1. Introduction In recent years the island tourism has become a popular love tour, when the summer, located in the subtropical zone of southern Taiwan, can attract more tourists to visit each, which is the largest number of college students. Although they are students, but family support, with high consumption ability has become one of the main sources of island tourism. So their travel information is very important, because to understand their sources of information, tourism and public sector can be used to strengthen marketing, and increase their image of destination. Tourism image means the point of view for the individual characteristics of the generated destination, Coshall (2000) research indicates that the destination image refers to a desired destination for tourists, representing a tourist destination in the tourist psychological level the impression that the impression visitors will have preconceived expectations, prompting visitors to consider, choices and decisions tourism destination (Birgit, 2001). So that destination of image can affect tourists behavioral intention, and influence they choose tourist attraction (Echtner & Ritchie, 1993). For the tourism industry, it is necessary to consumer marketers tourist destinations selected for the process to understand, as a marketing strategy (Seddighi & Theocharous, 2002). The above analysis, coupled with the current college students are the main groups of island tourism, so this study never visited Green Island students as the object, to understand their local tourist information sources, images, and the future would like to visit the behavioral intention. Hope that the results can be provided by Green Island local government departments and tourism industry in promoting the tourism industry, the development of tourism policy, marketing strategy of reference. 16

2 According to the study motivation, this study has the following purposes: First, the analysis of the students of their Green Island tourism information sources, as there are images of the cognitive situation. Second, the analysis of the most able to predict the future of college students to Green Island engage tourism behavior intention of tourism information sources and destination image factors 2. Literature Review 2.1. Travel Information Resources Kotler (1996) believes that the source of information can be divided into: 1. sources, such as through the family, friends, neighbors and cooked people and so on. 2. commercial sources, such as through advertising, dealer or sales staff, as well as the product itself packing sample and so on. 3. public sources, such as through the mass media and consumer evaluation organizations (such as the website this paper introduces the box or etc.). 4. source of experience, such as the actual operation, as well as in the past to use and understand the experience, etc. Keaveney & Parthasarathy (2001) in its research adopt the Kotler developed four sources of information classified into three kinds of non sources of the same information, respectively: 1. external sources, such as the mass media, advertising and promotional materials etc. 2. people Sources, such as the family, neighbors, friends or acquaintances, etc. 3. sources of experience, such as the consumer in the past and the purchase of the test and so on. Engel, Blackwell and Miniard (1993) in accordance with consumer involvement in the level of information sources are different, the consumer Contact products, concepts and services are divided into: 1 internal sources of information, the department refers to the consumer's past memories and Experience or through the interpersonal information content that the word of mouth. 2 external sources of information: refers to the consumer from outside relevant information in the environment, such as advertising, newspapers and magazines, the Internet, the entity exhibition, or entity business sales promotion, etc. Blackwell, Miniard, and Engel (2001) pointed out that the purchase and consumption behavior of many products can be attributed to the demand for information in the classification of demand. One of the reasons why the internet is becoming so popular is that it is easy to meet the needs of consumers for information. Chang, Wang and Lin (2016) studied Jibei Island tourist their travel information resources, results found that sources of information ranked among top five items is tourism magazines, second place is TV travel programs, third is have visited Jibei Island's friends and relatives to word-of-mouth, after is Penghu residents or friend recommendation, fifth is the comments made by users on the internet Destination image Tourism image is tourists regarding tourism destination of a holistic concept, detail is tourists regarding the beliefs held by a tourist area, impression, feeling aggregate (Crompton, 1979). Richardson and Kim (2003) also pointed out that in a period of time, the destination of the cumulative impression, expectations and feeling is for the tourism image. Birgit (2001) indicated that the tourism image can be regarded as a tourist destination to the tourist expectations or psychological description of the destination. In short, the image of tourism refers to an individual's view of the characteristics of the destination (Coshall, 2000). Castro, Armario, and Ruiz (2007) study found that tourist information and behavior for will be affected by the influence of destination image; destination image is travel decision-making process, the destination choice behavior of the antecedent (Baloglu & Mangaloglu, 2001). On other hand, the research also confirmed the destination image produced on tourists travel decision-making process has decisive influence (Echtner & Ritchie, 1993; & 17

3 Fakeye & Crompton, 1991). Tourism image in measure factors, Fakeye and Crompton (1991) proposed contains social opportunities and attraction stronghold, natural beauty of the culture, accommodation and transportation, infrastructure and catering and friendly, essence of beauty and recreational activities, night entertainment six factors model. Echtner and Ritchie (1993) in the literature review and the way of group focus interview, through the content analysis of the 360 tourism image results reduced to 35 measure of the attribute. And by the factor analysis, according to another population sample images of four countries (Jamaica, Japan, Kenya, Switzerland) test the table. As a result, the tourism image into eight dimensions, respectively is: comfortable / safety, interest / adventure, natural scenery, tourism design, atmosphere / climate, culture differences, the price is low, there is no language barriers. Birgit (2001) is the development of the social culture, natural environment, information and entertainment activity and climate properties measured amount of destination image by a factor of four dimensions. Stepchenkova and Morrison (2008) will travel image into traditional travel, infrastructure, to base travel, safety, history, food and culture, service, adventure, family year nine dimensions. Royo-Vela (2009) is the history cultural heritage, atmosphere, visitor / customer service, architecture, history of art, shopping and dining, tourists management, tourist supplies and infrastructure and other eight dimensions, measure the rural tourism destination image. 2.3 Relationship of destination image and behavioral intention For tourists, the formation of the tourism image in addition to the impact of the minds of the tourism destination point of view (Milman & Pizam, 1995), but also will affect the decision-making process and behavioral intentions (Castro, Armario & Ruiz, 2007).Gunn (1972) study pointed out that people usually regarding the absorption of information, such as movies, books, news to make with some knowledge on the destination, the image at the hearts of the existence of the said organic image, and the original image, will stimulate the motivation of tourists, and then began to tourism destination to start collecting information (such as the tourist brochures, advertising, internet). At this time regarding the destination image has begun to may be revised and, at this stage to induce image. Evoked images by tourism organization direct and conscious efforts to promote tourism development, when the image of the original more than sightseeing can control, evoked the image directly by the tourism marketing to be development efforts, as a tourist information center color brochures, travel agencies to provide tourist information, journal of travel articles, television advertising and other tourism organization in any of the activities to promote the tourism do. Complex imagery is the result of a real visit and experience of the tourist destination, because it is a direct experience of tourism, the image is more complex and there are differences (Chon, 1991; Fakeye & Crompton, 1991). Bigné, Sanchez, and Sanchez (2001) to Ocean Resort tourists as the object of empirical study also found that image to do direct antecedents of perceived quality, satisfaction and willingness to revisit and recommendation intention. Prayag (2009) study found that tourists to Africa Mauritius Island destination image individual has a positive and direct impact on the overall image, satisfaction and behavior intention, park and Njite (2010) of tourists on Jeju Island, Korea, destination image, passenger satisfaction and behavior intention, research results show that, in the destination image structure "environment", "attractiveness", "worth" regarding the satisfaction and behavior image has a significant relationship; the satisfaction of the tourists will impact on tourists' behavioral intentions Research Area 3. Methodology 18

4 Green Island is located in the southeast of Taiwan sea, a population of about 3100 people from the city of Taitung, about 18 miles (33.34 km), is a submarine volcano lava condensation into the volcano island, an area of about square kilometers, with unique topography and geological volcano on the island. Green Island is the world's coral landscape called on the seabed around the tourism area in the most favorable location, but also focuses on the use of the natural landscape of the island resource development of sports tourism. Tourists to Green Island tourism engage in marine recreational is a main ways, such as: swimming, beach activities, snorkeling and scuba diving Subject and Sampling This study is the subjects of college students in Taiwan, they never visit Green Island, non-random sampling was used, and the respondents were interviewed in the northern Taiwan, including two public university and two private universities. A total of 500 questionnaires were investigated (each university 125), 450 were obtained, and 416 valid questionnaires were collected after deduction of 28 questionnaires. The effective questionnaire rate was 83.2% Questionnaire In this study, the questionnaire is divided into four parts; the first part is the "Travel Information Resources Scale", a total of 20 questions, main refer Chang, Wang and Lin (2016) studied Jibei Island tourist their travel information resources questionnaire. Second part is "Destination Image Scale", a total of 30 questions, the main refer Fakeye and Crompton (1991), Echtner and Ritchie (1993), Birgit (2001), Stepchenkova and Morrison (2008), and Royo-Vela (2009) these scholars their destination imagery of empirical research, and relevant tourism studies (Chang & Wu, 2013; Wu & Chang, 2013; Wu & Chang, 2014). The third part is "Behavioral Intention Scale ", there are three items, according to Ajzen (1985, 1991) developed theory of planned behavior to make. The question is ask subjects in the next year willing to engage tourism in Green Island, the next year may be engaged tourism in Green Island, and the future as long as someone invited me to be considered to tourism activities in the Green Island. Above three scale using Likert 5 point scale to measure, separately from "strongly agree" and "agree", "ordinary", "not agree", "very not agree" were given point of 1 to 5. The last part of the questionnaire is the students' personal background information, including gender, grade, university, and has visited or not in the Green Island Data Analysis In this study, the collected of valid questionnaires was utilized of SPSS for Windows 21.0 version package software for statistical analysis, analysis steps includes: 1. Use exploratory factor analysis and Cronbach, α coefficient, to analysis this study scale reliability and validity. 2. Used frequency analysis students background, travel information resources and tourism image. 3. Using multiple regression analysis to understand the information and image factors of the most ability to predict the behavior intention of college students Validity and Reliability analysis 3.5.1Validity analysis The table 1 show that results of exploratory factor analysis of the four factors were analyzed after each factor according to its characteristics, and refer to the relevant Green Island, the researchers named it: " website recommended ", " TV & Newspaper report ", " Others recommended and comment ", and " Published travel information ", four factors can interpreted Green Island tourist their travel information resources reach to 66.67%. Because of the two questions of factor loading did not exceed.50, respectively: "11. Websites related to tourist 19

5 attractions information", and "17. TV series scenes", Items/factors 7.Travel agency website 6. The government tourism sector website 14.Travel agency recommendation 9. Tourism exhibition 8. Celebrity travel blog 15. Local travel industry Web page 4.TV travel program introduction 3. The cable TV travel products promotion advertising 1. Local news reports 5. TV news report 2. Newspaper travel column depth report 12. Have been to the Green Island tourism recommended by friends and families 13. Comments posted on the Internet. 16. Local residents or friends recommended 10. Social media users recommended 19. Travel intelligence magazine 18. Travel brochures, government published brochure 20. Travel book 20 therefore it is deleted. Table 1. Factor analysis of travel information resources Website recommended TV & New Papers report Others recommended and comment Published Travel Information Eigenvalue cumulative % % of variance The table 2 show that results of exploratory factor analysis of the four factors were analyzed after each factor according to its characteristics, and refer to the relevant Green Island studies, the researchers named it: "Marine ecological environment", "hospitality", "marine recreation activities", and "entertainment", four factors can interpreted Green Island tourism image reach to 67.67%. Because of Table 2. Factor analysis of tourism image Marine Items/factors Hospitality recreation activities 30. The local public security is good Friendly local peoples Goods price cheap Good food hygiene Good medical facilities Good hydroelectric facilities Fresh and delicious local seafood the four questions of factor loading did not exceed.50, respectively: "27. A lot of tourist attractions", "7. The bottom of the sea is not contaminated, suitable for water activities "," 12. The waters have varied stimulation activities to meet the needs of adventure" and "15. A reasonably priced water activities," therefore it is deleted. Marine ecological environment Entertainment

6 21. Adequate travel information 28. To facilitate external communications. 13. Professional coach for activities in the waters. 14. Professional lifeguards for activities in the waters. 9. Waters activities clearly divided, safe. 10. Providing sea sports equipment and equipment for activities in the waters. 8. Sports facilities for activities in the waters. 11. Water activities are engaged in a variety of optional. 4. Rich ecological resources, engage in water activities can appreciate the beauty of ecology. 3. Has a unique landscape, with views of landscape activities in waters. 2. Clear water for activities in the waters. 5. Spacious beach for activities in the waters. 1. Pleasant summer climate for activities in waters. 6. Good air quality fit in the waters of activities. 19. Shopping locations and opportunities. 20. Nighttime entertainment options opportunities. 16. Transport facilities. 18. Accommodation opportunities. 17. Improve the public facilities. Eigenvalue cumulative % % of variance Reliability analysis Results in terms of reliability analysis, first in "Travel Information Resources Scale" Cronbach, α =.93, among Website recommended factor Cronbach, α=.89, "TV & New Papers report" factor Cronbach, α =.87, "Others recommended and comment" factor Cronbach, α =.77, and "Published travel information" factor Cronbach, α =.77. Second part is "Destination Image Scale" Cronbach, α =.93, among "Marine ecological environment" factor Cronbach, α=.85, "Hospitality" factor Cronbach, α =.90, "marine recreation activities" factor Cronbach, α =.89, and "entertainment" factor Cronbach, α =.84. The "Behavior Intention Scale" factor Cronbach, α = The effective sample characteristics analysis In the collected of 416 effective questionnaires, of which there are 216 males (51.9%), there are 200 females (48.1%). Part of the student's grades, freeman are 238 people (57.2%), sophomore are 102 people (24.5%), junior is 54 people (13%), and senior are 22 people (5.3%). In the entertainment spendable costs, there are 330 people (79.3%) per month in NT. 5,000 or less, 67 (16.1%) in the NT. 5,001~10,000, 6 people (1.4%) in NT. 10,001~15,000, and 13 people (3.1%) over 15, people (24.85%) study in private universities, public university 94 people (22.6%), private university of science and technology, 109 people (26.2%), public universities of science and technology 110 people (26.4%). 4. Result 21

7 4.2 Tourism Information Sources Table 3 analyses of results showed that 20 sources of information listed in this study, each items mean more than 3.5 above. Among ranked among five items, highest is TV travel program introduction (M=3.99), second place is Have been to the Green Island tourism recommended by friends and families (M=3.98), third is Social media users recommended (M=3.96), after is TV news report (M=3.82), fifth is 11. Websites related to tourist attractions information (M=3.82). Table 3: Analysis of Tourism Information Sources Tourism information sources Mean Std. Deviation 4.TV Travel Program Introduction Have been to the Green Island tourism recommended by friends and families Social media users recommended TV news report Websites related to tourist attractions information Comments posted on the Internet Has a unique landscape, with views of landscape activities in waters Pleasant summer climate for activities in waters Local residents or friends recommended Newspaper travel column depth report Celebrity travel blog Travel book Local travel industry Web page Travel agency recommendation Travel agency website TV series scenes Tourism exhibition The government tourism sector website Travel brochures, government published brochure Travel intelligence magazine Tourism image analysis According to the analysis results in Table 4 show, regardless of whether college students visited Green Island, all of the images have a profound local knowledge, and are related to the oceans. From the highest point of view of the top five are: pleasant summer climate for activities in waters (M=4.18), Rich ecological resources, engage in water activities can appreciate the beauty of ecology, (M=4.17), professional lifeguards for activities in the waters (M=4.17), and Has a unique landscape, with views 22

8 of landscape activities in waters (M=4.14), and waters.(m=4.14). Professional coach for activities in the Table 4. Analysis of tourism image of Green Island Items M SD 1. Pleasant summer climate for activities in waters Rich ecological resources, engage in water activities can appreciate the beauty of ecology Professional lifeguards for activities in the waters Has a unique landscape, with views of landscape activities in waters Professional coach for activities in the waters Clear water for activities in the waters Providing sea sports equipment and equipment for activities in the waters Spacious beach for activities in the waters Waters activities clearly divided, safe A lot of tourist attractions Adequate travel information Good air quality fit in the waters of activities Sports facilities for activities in the waters Water activities are engaged in a variety of optional Accommodation opportunities Friendly local peoples The bottom of the sea is not contaminated, suitable for water activities Fresh and delicious local seafood A reasonably priced water activities The local public security is good To facilitate external communications The waters have varied stimulation activities to meet the needs of adventure Good food hygiene Good hydroelectric facilities Improve the public facilities Transport facilities Goods price cheap Regression analysis Results from Table 5 analysis shows that this study travel information resources " Website recommended ", " TV & Newpapers report ", " 23

9 Others recommended and comment ", and " Published travel information " 4 factors for the predict variables, "behavioral intention" factor are criterion variables, used enter method regression analysis results found that " TV & Newspaper report *p<.05 "(t = 3.02, p <.05), and " Others recommended and comment " factor (t = 6.81, p <.05), R 2 =.306, its meaning two factors can predict students' their "behavior intention " reach to 30.6%. Table 6. Analysis of College Students' travel information resources on behavior intention regression Dimensions B Std. Error Beta t-value p Website recommended TV & Newspaper report *.003 Others recommended and comment *.000 Published Travel Information R =.553 R 2 =.306 adjusted R 2 =.299 F=45.35* Results from Table 6 analysis shows that this study tourism images "marine ecological environment", "hospitality", "marine recreation activities", and 4 factors "entertainment" for the predict variables, "behavioral intention" factor are criterion variables, used enter method regression. analysis results found that "Hospitality"(t = 2.65, p <.05), "marine ecological environment" factor (t = 2.80, p <.05), and "Entertainment " (t = 2.56, p <.05), R 2 =.211, its meaning three factors can predict never visit Green Island students' their "behavior intention " reach to 21%. *p<.05 Table 6. Analysis of College Students' cognitive Green Island images on behavior intention regression Dimensions B Std. Error Beta t-value p Hospitality Marine recreation activities Marine ecological environment * *.000 Entertainment *.011 R =.459 R 2 =.211 adjusted R 2 =.203 F=27.47* Discussion and Suggestion 5.1. Discussion According to the purpose of this study, first in terms of tourism information sources, the analysis results of college students for their Green Island tourism information sources, mainly in the TV travel program introduction is the highest, and the fifth is TV news report. Be this reason, in the Green Island is a small island, people usually have to touch is not convenient, and television viewing is many main family leisure entertainment, so college students surveyed their understanding of Green Island TV is the main source of information. And the second is "have been to the Green Island tourism recommended by friends and families", which is a very important source of information, but also for the future to visit the attractions of the people, this is the most 24

10 convincing information sources. The other third pages and fifth sources of information are related to the Internet, so it can be found that this is one of the sources of students' travel information. From the above results, the results of this study and the results of Chang, Wang, and Lin (2016) study of island tourism information source is consistent. Secondly, in terms of College Students' cognitive aspects of Green Island image, although the respondents have not been there, but this study found that they have a deep understanding of the local. Mainly focus on the marine ecology, as well as the marine leisure activities, including: pleasant summer climate, rich ecological resources, professional lifeguards, unique landscape, professional coach, clear water for activities in the waters, providing marine sports equipment, spacious beach for activities in the waters, waters activities clearly divided safe, a lot of tourist attractions et al. Obviously the above imagery projects with Fakeye and Crompton (1991), Echtner and Ritchie (1993), Birgit (2001) found similar tourist destination impression for natural and cultural beauty of the main results. In the influence of college students in the future to Green Island's "behavioral intention", first carries on the analysis from the tourist information sources, and statistics show that the "TV & Newspaper report" and "others recommended and comment", they can predict students' visit "behavioral intention" of 30.6%. From the above results, it is known that TV& Newspaper report has a high impact on college students, because the students can understand the local situation from the report. Others recommended and comment is a very important factor, because he will let students know more about the actual situation, after the evaluation of tourism decisionmaking, then decide whether to go to the tourist, also their subsequent behavioral intention is. The results of this study support Kotler (1996), Keaveney and Parthasarathy (2001) pointed out that as through the family such, friends, etc neighbors, are a very important source of information for consumers. Also support Chang Wang, and Lin (2016) of the island tourism research pointed out that the TV & Newspaper report, for consumer has convinced that the situation is similar. According to the research of Gunn (1972), it is pointed out that the individual is absorbed in information, such as movies, books and news, so as to make a certain understanding of the destination. From this study, students found that they haven't been to Green Island, but through the "TV & Newspapers report" and "others recommended and comment", they will keep in mind the memory, but the influence is not the image information sources high. Overall, the results of this study support the formation of tourist image of the heart in addition to the impact point of a tourist destination (Milman & Pizam, 1995), but also affect the decision-making processes and behavioral intentions (Bigné, Sanchez, & Sanchez, 2001; Castro, Armario & Ruiz, 2007; Park & Njite, 2010, Prayag, 2009). 5.2 Suggestion According to the results of this study, the formation of tourism image can not be formed at once, mainly from different information, or impressive sources of information, including television and other people's comments and suggestions. Researchers suggest that government tourism sectors as well as the tourism business, can make more use of television to strengthen marketing, including the use of news style event marketing, or in product placement way, invited to a television interview, or with the cooperation as the series inside the scene, will help the attractions of the marketing. The tourists travel information search is very diverse, in addition to the above mentioned TV, Internet power is also very important, but also one of the most important positive evaluation and suggestions for scenic spots, will have the effect of recommend, which triggered the intention for tourism. So the government tourism sectors as well as the sightseeing 25

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