The aim of this research is to explore how Öland could attract Chinese tourists to sustain its development. This study is conducted on the basis of group interviews among 20 respondents selected from Chinese tourists. This research reveals that learning and experiencing, building a social relationship and enjoying natural landscape are the major reason for Chinese tourists traveling abroad, among which, the main motivations for Chinese tourists visiting Öland is the attractive spot. The research finds that not many Chinese tourists have been to Öland before. However, among those who have been, they said that Borgholm Castle was the most attractive tourist spot. The major approaches for Chinese tourists accessing information of Öland are travel agencies, travel apps, TV shows, movies and the internet , whereas little marketing strategies such as advertising (in Chinese) and cooperating with local travel agencies has been utilized by the government. An analysis of the key motivations of Chinese tourist reveals one challenge in attracting Chinese tourists facing the government: Öland is not well recognized as a World Heritage among Chinese tourists compared to other popular travel destinations. The strength and weakness of Öland tourism indicates that Öland need to take more active marketing strategies to brand their tourism targeting Chinese tourists.

In this thesis, I have made use of Consumer Strategic Procedure of E-K-B model to study Leisure Farm Tourists ¡V their tour motivation as well as factors that influence their choice of place ¡V to enable the owners of these leisure farms to make suitable changes in order to attract more tourists. Thus, the main purpose of this study is to discuss and analyze the effect of ¡§tour motivation¡¨ and ¡§choice evaluation¡¨ on ¡§tour motivation¡¨, ¡§information search behavior¡¨, and ¡§choice evaluation norm¡¨ respectively ¡V their characters and differences. The questionnaire design for this study is targeted toward grown up individual. A total of 301 valid questionnaires have been collected. Using statistical analysis methods such as Factor analysis, Discriminant analysis, Cluster analysis, One-way ANOVA and Chi-square method, I have examined the data collected and have reached the following conclusions: Ø The frequency of tourists visiting leisure farms during the past 2 years was very low, plus the duration of stay in these places almost never exceeded 2 days. Ø From the result of Factor Analysis on Tourist¡¦s tour motivation we have generated the following 5 compositions ¡V ¡§Human Relationship and Ability Development¡¨, ¡§Physical and Psychological Relaxation and Recuperation¡¨, ¡§Continuous Learning and Development¡¨, ¡§Individual and Spiritual Quest¡¨ and ¡§Relationship Building¡¨. From Information Search Behavior we generated another 3 composition ¡V ¡§Fanatic Information Gatherer¡¨, ¡¨Experience Guided¡¨ and ¡§Last minute gatherer¡¨. From Source of Information we have ¡V ¡§Mass Media¡¨, ¡§Consultants¡¨, and ¡§Professional tour guide¡¨. From Choice Evaluation Norm we generated another 5 compositions ¡V those who care about the environment, those families who enjoy nature and outings, those who like to stay away from the crowd, those who loves danger and excitement, and finally those who love to experience new lifestyle. Ø Depending on tour motivation of the tourist we have dissected the leisure farm tourist into 3 group, and according to their nature we have named them as thus: ² High tour motivation type: this type of tourists has displayed high degree of motivation in all type of compositions and their degree of motivation is significantly higher than those of the other two types. ² Moderate tour motivation type: this type of tourists didn¡¦t display any type of strong dislike or like to any of the above-mentioned compositions. ² Low tour motivation type: this type when compared with other two types of tourists has shown low degree of tour motivation. Ø According to tourists¡¦ degree of loyalty towards the choice of destination, we have divided them into four groups: ² Unconcerned Type: this type of tourist doesn¡¦t show much interest to the attractive features of destination. ² Environmental Type: this type of tourists pays attention to environmental factors, facilities available, family entertainment and natural beauty. ² Scrutinizing Type: this type of tourists is very particular about each and every aspect of the attractive features of the destination. ² Daring and adventurous Type: needless to say this type of tourists are all out for a different lifestyle and seek danger and adventure. Ø Even in searching for information, source of information and selection criteria, the three groups under the Tour motivation category exhibit substantial difference - the High tour motivation type pays a lot more attention to the quantity of information collected, reliability of source of information and attractive features of choice of destination than the other two types. But in case of demographic distribution and tour behavior there aren¡¦t any notable differences between the three groups. The four group under the selection norm category shows differences when analyzed statistically in factors such as tour motivations, information search behavior, sources of information, age, family life cycle, individual income, etc. ¡V those tourists under the Daring and adventurous Type are younger, single or married but doesn¡¦t have any children and not so high income earner. As for those tourists under the Environmental Type, they are more matured, married and have children 6 years or older and monthly income is more than 50,000 NTD. There isn¡¦t any notable difference in

The population of the villages and towns in Chi Mei District in Kaohsiung county has been agriculture-based from the early days and has been their primary source of income ever since. However, the town has been suffering from the impact of the modernization created by the joining of WTO and the introduction of newer technologies in farming, and environmental deterioration caused by industrialization and urbanization. The intended changes did not provide the necessary platform in the areas of product improvement, new marketing methodology and sadly it did not improve the present overall lifestyle of the town as we see the trend of moving towards modern industrial economy. Recently with the introduction of organic products, the benefits and increasing demands has initiated more openings of organic farms which double up as a retreat for interested individuals looking for a short stay away from their usual fast paced urban areas. Realizing the attraction of the trend, traditional agriculture-based the villages and towns in Chi Mei District can make full use of its favorable locations and with suitable business coupled with marketing strategies. These proposals can provide and open up discussions on the viable options to adopt including the potential of grooming the town as tourist attractions on their modernize farms as a retreat hot spot in the future.

The increasing popularity of cycling activities and events, and the need to encourage cycling to reduce tourism greenhouse gas (GHG) emission, require a better understanding of the motivations of cycle tourists. Cycle tourism is one kind of green sustainable tourism. While numbers of aspects of cycle tourism have been identified in previous studies, environmental values might be one of the factors to determine cycle tourism choice. Most findings show that personal factors are the main reason of cycling activity while environmental values play merely little role in the cycle tourism. This thesis project is aimed to study the motivations of non-club recreational cycle tourists in Kalmar, Sweden and the role of environmental values as a motivation of cycle tourism behavior. Qualitative exploration method has been adopted and 13 local cycle tourists have been interviewed for the project. By applying the environmental values framework, this thesis links two main factors of environmental values to the cycle tourism behavior, that is closeness to nature and environmental concern. The findings show that environmental values are good predictor of cycle tourism behavior. The role of environmental values as a motivation of cycle tourism is improving though still not the main motivation. More explicit attention to environmental related knowledge education may inform the operationalization and promotion of local cycle tourism development. As modern people may attach importance to hedonic experience for their cycle tourism activities, further researches are needed to understand the relationship of hedonic consumption values and cycle tourism behaviors. Keywords: cycling tourism; motivation; qualitative; environmental values; closeness to nature; environmental concern