碩士 / 國立屏東科技大學 / 農企業管理系 / 93 / The contents of abstract in this thesis:
The purpose of the study is to investigate the recreational motivation, expectation, and satisfaction of tourists who participated the Pingtung Bluefin-Tuna Culture Tourism Festival. A survey with personal interview was used to collect the data. The descriptive statistics was applied to analyze the collected data. The Cronbach¢s αcoefficient analysis was used to indicate the reliability and factor analysis was adopted to identify the themes of motivation, expectation, and satisfaction. Finally, the independent t-test, one-way ANOVA, and the test of significant of Pearson correlation coefficient were applied to analyze the relationship of tourists’ characteristics, motivation, expectation, and satisfaction.
According to the results of the study, the major findings are:
(1) The tourists who joined the festival were mostly single females, in the 20-40 age category, completed college, and earned NT$ 30,000-50,000 monthly. Most of the tourists were first time joining the festival and the mass communication was the major information source of this event.
(2) Except the motivation factor of “knowledge and culture”, all factors of motivation, expectation, and satisfaction were significantly different at different level of some tourists’ characteristics or correlated with some tourists’ characteristics.
(3) Except the motivation factor of “curiosity”, all factors of motivation were significantly correlated with some factors of expectation and satisfaction.
(4) The suggestions of marketing strategies for Pingtung Bluefin-Tuna Culture Tourism Festival are: a) Food+tourism, special agricultural and fishery products, and ocean recreation should be sold at one spot and new high-valued products should be developed; b) All the product prices should be clear; c) A complete supply chain should be established and the traffic for the festival event spots and environmental hygiene need to be improved; and d) Price discrimination should be created to attract different tourist segments and Taiwanese Food+tourism promotion should be set to attract foreign tourists.
| Identifer | oai:union.ndltd.org:TW/093NPUST688013 |
| Date | January 2004 |
| Creators | Wen-son Tzow, 鄒文昇 |
| Contributors | Shwu-en Chen, 陳 淑 恩 博 士 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 84 |
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