南華大學數位論文

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告附乔
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1 THESIS FOR THE DEGREE OF MASTER OF SCIENCES DEPARTMENT OF TOURISM MANAGEMENT NAN HUA UNIVERSITY TRAVEL DESTINATION CHOICE PROCESS A CASE STUDY ON TAIWAN ABORIGINAL CULTURAL PARK ADVISOR : PH.D. CHEN, CHING-FU GRADUATE STUDENT : CHANG, FENG-CHI

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5 Title of ThesisTravel Destination Choice Process---A case study on Taiwan Aboriginal Cultural Park Name of InstituteDepartment of Tourism Management, Nan Hua University Graduate datejune 2003 Degree ConferredM.S. Name of studentchang Feng-Chi AdvisorPh.D. Chen Ching-Fu Abstract This study is to explore the facorts what influence tourists to chose the travel destination in terms of travel motivation, perception about the destination and characteristics of the recreational area. Furthermore, demographic variable were employed factor analysis and ANOVA to analyze the effect of differences in motivation factors among various levels of each variable. In addition, this study will use binary logit model to construct the travel destination choice process. Using this model can explore the factors that influence tourists to chose. The results of the study induded: 1.Four travel motivation factors for tourists visiting Cultural Park are Cultivating personal ability, Pursuing recreational relax, Doing social interactions and Enjoying well quality of facilities. 2.Tourist s recognition of the characteristics of the recreational areas, and their perception about the travel destination also influence their travel motivation. 3.The factors that influence the destination choice include travel motivation, perception about the destination, characteristics of the recreational area, and the demographic characteristics. Particularly, the characteristics of recreational area, such as activity schedule, family happy hour and enjoying the shows, and cultivating personal ability are more prominent accuracy other factors that influence tourists choosing Taiwan Aboriginal Cultural Park. Keywordtravel motivation, destination choice, binary logit model ii

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45 3.2 Descriptive Statistics Analysis Factor Analysis 36

46 Principal Components Analysis Varimax method One-Way Analysis of Variance Cluster Analysis homogeneity heterogeneity K-Means Chi-Square Analysis 37

47 38 Canonical Correlation Canonical Variate

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86 1. Abraham P. Yoel M. (1999), Consumer Behavior in Travel and Tourism, New York.: The Haworth Press. 2. Choong-Ki L. Sang-Yoel H. 2002,Estimating the use and preservation values of national parks tourism resources using a contingent valuation method,tourism Management,Vol.23 1, pp.531~ Christer T.2002,Jazz Festival Visitors and Their Expenditures : Linking Spending Patterns to Musical Interest, Journal of Travel Research, Vol. 402, pp.281~ Ercan,S.,Muzaffer,U. Carlton F.Y.2003, Segmenting the Japanese Tour Market to Turkey, Journal of Travel Research,Vol.41(2), pp Hu, Y. & Ritchie, J.R.B. (1993). Measuring destination attractiveness : A 77

87 contextual approach. Journal of Travel Research,Vol.32(2),pp H.R. Seddighi A.L. Theocharous 2002,A model of tourism destination choice: a theoretical and empirical analysis,tourism Management,Vol.238, pp.475~ Lynda D. L. V. Jamie F.2001,Logistic Regression Analysis of Cruise Vacation Market Potential:Demographic and Trip Attribute Perception Factors,Jornal of Travel Research, Vol.395,pp.406~ Louise, H., Carter R.W., Sherrie W. Hein R. (2002), Profiling the Senior Traveler: An Australian Perspective, Journal of Travel Research, Vol.41(8), pp Murphy, P., Pritchhard, M. P. & Smith, B. (2000), The destination product and its impact on traveler perceptions, Tourism Management, Vol.21,pp Schneider, I. Sonmez, S., (1999),Exploring the touristic image of Jordan, Tourism Management, Vol. 204, pp SooCheong J. Liping A.C. 2002, Travel Motivations and Destination ChoiceA Study of British Outbound Market, Journal of Travel & Tourism Marketing, Vol.133,pp Um S. Crompton J.L.1992,The roles of perceived inhibitors and facilitators in pleasure travel destination decisions. Journal of travel research, Vol.303,pp.18~25. 78

88 13. Vincent C.S. H., Hailin Q., Raymond C. (2001), The relationship between vacation factors and socio-demographic and traveling characteristics: the case of Japanese leisure travelers, Tourism Management,Vol.22(6), pp

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南華大學數位論文

南華大學數位論文南華大學旅遊事業管理學系碩士論文 A THESIS FOR THE DEGREE OF MASTER OF SCIENCES DEPARTMENT OF TOURISM MANAGEMENT NAN HUA UNIVERSITY 台灣社區產業發展以華山社區產業觀光發展為例 Development of Community Industry