The Study on Tourists? Image and Behavior Intention of Historical Street

[[abstract]]Historical streets are scenic spots consolidated with culture experience and local features. Their specific attraction is widely loved by tourists. Relevant government units also re-map these spots as touring areas and re-fill historical streets with novel touring values. Tourists? touring image, satisfaction and behavior intention are actually closely correlated. Numerous touring organizations also view the plasticity of touring image as a critical point for tourism marketing. It is expected through increasing tourists? favor to touring image, tourists? satisfaction and positive behavior intention can be further enhanced. Therefore, this research is aimed to explore the correlation among tourists? image, satisfaction and behavior intention to historical streets. This research is operated with structural formula questionnaires focusing on the tourist of Lukang and Angping Historical Streets as our experimental subjects. The random sampling is done in view of operation convenience with totally 366 valid replies received. After the data are operated with descriptive statistical analysis, reliability analysis, factor analysis, paired-sample T-test and Pearson product-moment correlation, research results revealed : (1) Tourists? image to historical streets cause significantly positive and partial influence on satisfaction. (2) Tourists? image to historical street cause significantly positive influence and partial on behavior intention. (3) Tourists? satisfaction to historical streets causes significantly positive influence on behavior intention. It is expected aforesaid research results can provide the reference available for planning and management for historical streets made by relevant units. Therefore, tourists? satisfaction and positive behavior intention can be enhanced