碩士 / 國立高雄應用科技大學 / 觀光與餐旅管理研究所 / 96 / This research employs the definition and theory of tea tourism as the main issues to discuss the current developmental circumstances of Yuchih Village from the perspectives of business operators and tourists. The subjects are regional business people who engage in tea tourism in Yuchih Village and tea tourists. In the outset of the research, the difficulties of local development and the awareness of local residents are identified by the information from local public organizations, business operators and dealers, and literature review. The research focuses are confirmed through numerous discussions. There are 400 questionnaires distributed to the tourists, and there are 301 questionnaires retrived. There are five business operators are observed and interviewed.
There are two main focuses in this research. First, this study intended to understand the specialities of tea tourism visitors, the characteristics of their recreational activities, recreational experience, their perception of regional resource, and their expectation and satisfaction for their visits .
The important－performance analysis approach is adopted to analyze and discuss the relationship between the levels of emphasizing recreational experience and the satisfaction. Multiple regression is used for understanding the relationships between the specialities of visitors, their recreational experience, the cognition of regional resource, and the overall satisfaction and their recommendation to others. Logistic regression is utilized to analyze the intention for revisits and more future purchases. This research also tries to investigate the point of views of business operators, their regional awareness, and their views for the consumers.
The result of this research points out the developmental circumstance of five business operators through the description of business operators, the analysis of advantage and disadvantage, and individual operational strategies which is categorized by the tactics matrix. It was also found that tourists’recreational experience and cognition of regional resources are varied. In terms of recreational experience, tourists can be classified as three types, “environment experience”, “interpersonal knowledge”,“escape current situation”. The factors of cognition of regional resources can be categoried as “external resource orientation” and “core resource orientation”. According to logistic regression analysis, the tourists who revisit the site are sorted as “aesthetics experience,”which means that visitors are satisfied with their recreational experience. The visitors who purchase the travel packages again are classified as “involve experience”, which means that the satisfied with the products and the service from the business operator, as well as recreational experience.
This result of the research offers the information about the different types and attitudes of the consumers to the business operators so as to promote them to self-reflect whether their ideas accord with the consumer demand.
Moreover this study offers the local public sector current situations of business operators and tourists, which in turn provides a reference for tourism planning, regional integration of the resources, and marketing in the future. In addition, since no research had offerred results of more in-depth in related area, this study help to further our knowledge about the meaning , the categorization, and related hypotheses of tea tourism .
| Identifer | oai:union.ndltd.org:TW/096KUAS0720002 |
| Date | January 2008 |
| Creators | Jie-Fu Cheng, 鄭傑夫 |
| Contributors | Li-Chang Lee, 李力昌 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 198 |
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