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| INFLUENCE MECHANISM OF THE RELATIONSHIP QUALITY BETWEEN SOURCE AND DESTINATION ON MUTIPLE TRAVEL INTENTION: TAKE THE POTENTIAL MARKET OF TOURISTS FROM MAINLAND TO TAIWAN AS AN EXAMPLE |
| HUANG Qian1, XIE Chao-wu1,2, CHEN Yan-ying3 |
1. College of Tourism, Huaqiao University, Quanzhou 362021, China;
2. Center for Tourism Safety&Security Research of China Tourism Academy, Quanzhou 362021, China;
3. School of Business Administration, Jimei University, Xiamen 361000, China |
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Abstract The relationship between source-destination relatioship and tourist decision-making is important issue in tourism marketing research. Based on the associative network theory, this study constructs the fusion influence mechanism including the variables such as negative relationship quality, multiple travel intention, type of tourists' risk propensity. In this study, the potential tourist source market from mainland China to Taiwan was taken as an example and the structural equation model was used to test conceptual model based on the questionnaire survey data. The results show that: 1) Negative source-destination relationship quality not only has a direct negative impact on the travel intention (travel intention to Taiwan), but also negatively affects travel intention through the mediating effect of destination image. 2) Negative impact of negative relationship quality will be spread to basic travel intention (intention to travel abroad). 3) The moderating effect of different risk propensity groups was tested by structural equation multi-group analysis.
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Received: 16 August 2019
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2020, Vol. 35 
