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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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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