|Abstract: ||The government has been dedicated to furthering tourism. Visitors are attracted by different cultures, different industries, and some special folk events. Through marketing communication, the events have chances to contact tourists and to change and influence their thought and their image. Therefore, the main point of this research is, firstly, to discuss the influence of marketing communication on tourists. And it discusses how tourists feel about the image of where they visit. Also, it focuses on the connection between both the above-mentioned. The survey aim at five zones?Hua-Shan Elementary School, Coffee Avenue, the lawn of Honey Museum, outdoor tourist attractions, and parking lots?during the whole Gukeng Coffee Festival. Then, aiming directly at over 16-years-old, there are totally 344 samples, and 330 of them are available. |
The research tries to build the relationship between marketing communication influencing on visitor?s participation and destination image by basing on the literature reviews. Destination image includes nature landscapes, social cultures, recreational activities, and destination product image; marketing communication includes advertisements, public relations, and direct marketing. In this research, it analyzes every aspect between marketing communication influencing on visitor?s participation and destination image through reliability analysis, factor analysis, and regression analysis. According to the analysis, about destination image, it shows that for tourists, nature landscapes are the strongest image, and then, destination product image follows; about marketing communication influencing on visitor?s participation, advertisements are the strongest, ahead of public relations which both help tourism a lot. As the result, destination image, distance, length of stay, and type of companion, all of them affect marketing communication influencing on visitor?s participation, and destination product image takes the most important part. How tourists feel about the destination product image is deeply related to marketing communication influencing on visitor?s participation. Also, marketing communication influencing on visitor?s participation, ages, length of stay, and type of companion all affect destination image, especially PR. There is a high correlation between public relations participation and destination image. Therefore, spreading the destination information helps tourism more prosperous. It can not only attract tourists but also imprint the image on tourists? mind.