Title: Destination Resources, Destination Image, and the Purchase Intention to Specialty Products: A Study of Rural Destinations in Taiwan
Abstract: The tourism industry plays a new and significant role in the economic engine of today; however, many tourists visit an impressive destination established upon resources but do not purchase local specialty products. This results in tourism activities that bring only a negative impact to a destination rather than an economic advantage. In order to offer solutions for this dilemma, we explored the behavior of purchasing destination specialty products through a resources-based perspective and consumer behavior approach. We used a survey method for collecting data which was then analyzed by partial least squares (PLS) in order to generate a statistical report to verify the research model. The results show that three types of resources would impact purchase intention for specialty products by establishing a specific destination image. Therefore, this study provides empirical support for the resources of a destination as having influence on tourist behavior to purchase specialty products. The findings suggest certain policy directions for destination managers when developing a destination.
Publication Year: 2016
Publication Date: 2016-01-01
Language: en
Type: article
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