碩士 / 義守大學 / 管理學院管理碩士在職專班 / 100 / Holding Festivals is generally regarded as a marketing tool to attract tourists and promote local economic development by the general levels of local government, but an array of festivals, some are short like the fireworks; others have the tourist-effective only in their early years, and it falls the crisis to suspend after several years. How to develop permanently will be the important issue for the development of various types of festivals.
In this study, we take the Bluefin tuna facing the reduction of output in recent years at the Pingtung Bluefin Tuna Cultural Festival as an example. The main purpose is to explore the recreational demand and characteristics of the tourists for the Donggang tourism resources and festivals, and understand the differences of the recreational demand between different demographic variables and different recreational features, to be the basis of the reference as the transition of festivals. The study design is divided into two-stage of “the pre-test "and" research”. People over 15 years of age in southern Taiwan and have been to Donggang for travel or consumption is the object of research. We conducted a questionnaire survey by using the non-probability" judgment sampling", a total recovery of valid questionnaires for the pre-test is 120 and 324 for the main study. It used the SPSS14.0 versions, and AMOS version 6.0 software analysis information to verify the hypothesis.
The empirical results found that: First, tourists for the recreational demand of the tourism resources in Donggang and festivals features have significant potential dimensions. Second, tourists have significant differences for the different demographic variables between the sightseeing resources in Donggang and the festivals recreational demand. Third, tourists have significant differences for the characteristics of different recreational between the sightseeing resources in Donggang and the festivals recreational demand.
Thus, based on the results, it is recommended that the festivals transformation strategies are: First, a single fish of Bluefin Tuna is replaced by all kinds of fresh seafood. Second, to combine the local experience activities in fishery culture to increase time for tourists to stay. Third, to extend the period of festival to summer vacation and launch fishery experience camp. Fourth, to strengthen the public praise and recommend marketing. Fifth, it values the environmental quality management and traffic arrangements.
| Identifer | oai:union.ndltd.org:TW/100ISU00388059 |
| Date | January 2012 |
| Creators | Liu, Suchin, 劉素琴 |
| Contributors | Chen, Hsiufen, 陳秀芬 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 100 |
Page generated in 0.0168 seconds