International Journal of Business and Social Science

ISSN 2219-1933 (Print), 2219-6021 (Online) DOI: 10.30845/ijbss

The Influence of Fit between Tainan Brand Image and Personality on Foreign Students’ Tourism Value and Behavioral Intention
Tsu-Wu Tien Tsung-kuang E. Ma, Han-Wun Wang, Dan-Wen Wang, Hung-ChiehChang

This research examines foreign students’ perceptions of brand image, brand personality, and the fit between brand image and personality for Tainan City to see whether the perceptions influence their tourism value and affect behavioral intention. The 150 snowball sampling data were collected by questionnaire and analyzed by multiple regression analysis.The analysis results reveal that brand image and personalityhave a positive influence on tourism value. The fit between brand image and personality has a positive influence on tourism value. Finally, the tourism value has a positive influence on tourists' behavioral intention. Understanding how foreign students perceive Tainan City can help explore foreign tourists’ awareness of this city and, consequently, realize how to improve the attraction of touring sites, activities, and services to raise the tourism reputation in international society and attract more foreign tourists in the post-pandemic era.

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