||The development of Penghu tourism consists of both its natural and human resources; the activities that Penghu tourists engage in are annually held from April to September. Because of the northeastern monsoon, the number of visitors to Penghu drops hugely during the rest of the months (from October to March), resulting in the obvious difference of peak and low seasons in Penghu tourism. Thus, the decreased number of tourists in Penghu during the low season also reduces the size and the development of the Penghu tourism industry, which is also one of the biggest obstacles to the development of tourism in Penghu. Therefore, it is of great importance to use other advantages that Penghu possesses to open its tourism market; by understanding the feelings of visitors to Penghu in winter time, it is hoped to trigger more tourists to visit Penghu in winter and thus it is hoped that the gap of peak and low seasons in Penghu tourism can be reduced.|
This study was designed to investigate the current situation, characteristics and correlations of "Tourist Imagery," "Revisit Intention" and "Travel Characteristics”. The participants were visitors to Penghu in winter time. The convenience sampling method was used. 500 questionnaires were distributed and collected, of which 424 questionnaires were valid (the response rate was 84.80%). The results of this study show that the majority of winter tourists to visit Penghu are female, aged 26 to 35 with a college degree, and they live in the south of Taiwan (including Pingtung, Kaohsiung, Tainan, and Chiayi). The largest number of female visitors is married women with children, who plan their own itinerary and choose travel information via computer networks. The main purpose of their visit to Penghu is sightseeing and their travel companions are most often their own family members, The average number of days for their travel is 3 days and 2 nights in Penghu; the average expense for each visitor is around NTD$ 4,000 to NTD$ 6,000. They choose to stay in hotels, which have the highest rates of accommodation choices. It was also the first time that they visited Penghu when asked about their past travel experiences. It shows that there are still many potential visitors to be developed.
The results of this study show that “local specialties” ranked highest of the statistical factors; the top three motives among tourist images are “Penghu has coastal scenery and beautiful sandy beaches”, “Penghu's northeastern monsoon is strong but bearable,” and “Penghu residents are simple, friendly and cordial.” From the analysis of tourist revisit intention, we see that recommendation is the most important factor compared with tourists’ other options; the ratio of revisit and preferred choices to other options are obviously lower, which ought to be improved for future direction.
In testing the correlation hypothesis of this study, tourist image and travel characteristics showed significant differences in the demographic variables; this part of the hypothesis is correct (there is a significant difference in revisit intention: the hypothesis is null). The other part of the hypothesis is accepted when assuming that travel characteristics will have a significant difference on tourist image and revisit intention. The hypothesis of tourist image on revisit intention is correct; and there is a positive correlation between tourist image and revisit intention.
From the results of the above study, this study is intended to offer suggestions on promoting Penghu winter tourism for private and public sectors in Penghu, the Penghu tourism bureau and organizations concerned with the future development of winter tourism in Penghu.