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
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0627101-120706 |
| Date | 27 June 2001 |
| Creators | Lin, Wei-Cheng |
| Contributors | none, Jacob Y. H., Jou, none |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0627101-120706 |
| Rights | unrestricted, Copyright information available at source archive |
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