碩士 / 健行科技大學 / 國際企業經營系碩士在職專班 / 105 / AbstractMany
local and international tourists do not have deep knowledge of Taiwan’s precious red coral, resulting in frequent undervaluation of Taiwan’s red coral internationally and constant oversight of the existing advantages of Taiwan’s red coral as a consequence. This study, as a case study of Taiwan’s red coral, focuses on investigating tourist perceived value and key factors that affect tourist buying of Taiwan’s red coral. Research methods include qualitative interviewing with 7 Chinese speaking tour guides and 3 red coral merchants who are directly involved in marketing of red coral and consist of men and women each at 50%, as well as analysis of the interview results, which yields the following seven conclusions.
1. Communication of professional knowledge in marketing services and tourist perceptions of merchandise are connected with service people’s familiarity with the products they are marketing.
2. Consumer preferences regarding red coral are inseparably connected with age and
social status.
3. Gender differences among tourists can affect red coral sales with females
constituting the majority of buyers.
4. Different regions which tourists come from can influence their buying decisions
with those from North Taiwan in general preferring to buy red coral.
5. Emphasis on red coral’s historical and cultural connections can boost consumer
perceived value and national identity.
6. Both the brand and celebrity effects positively contribute to increased red coral
sales.
7. Mastery of after-sales services and high quality service marketing based on trust
can positively influence tourist buying.
| Identifer | oai:union.ndltd.org:TW/105CYU05321044 |
| Date | January 2017 |
| Creators | pingtang Cheng, 程炳棠 |
| Contributors | Ke Wu, 吳克 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 102 |
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