碩士 / 國立高雄餐旅大學 / 飲食文化暨餐飲創新研究所 / 105 / Jiaoxi is on the transportion of Ilan.Due to its source from the flatland,
Jiaoxi Hot Spring is one of rare hot springs in Taiwan.Obviously, time-space
convergence brings to the development of the tourism.It was considered that the
tourists will bring out the agriculture. However, the result is not as good as
expected. Therefore, in order to promote jiaoxi agriculture, I selected some local
agricultural products as souvenirs. In order to survey the customers' needs and
preferences, I designed the questionnaire, which was distributed in person and
also randomly distributed in the Internet. There are 531 people to fill in the
questionnaires, but I only got 500 effective ones. The total return rate is 94.2%.
The study found that there are some difficulties for promoting jiaoxi agricultural
products. First, the most popular souvenirs in jiaoxi are not made by agricultural
products. Second, the products of local agricultural association do not sale well.
Third, the farmers are aging. Furthermore, the result of the questionnaire survey
reveals that the priority order of buying agricultural products for the respondents
is kumquat, taro, hot spring rice and tomato.46.8% of the respondents said they
prefer to buy cakes and bread. 43.8% of the respondents said their budget is
between 201-500 NT dollars each time. After analyzing the questionnaire by
Likert of five the form of amount of point, we know that the influences for the
respondents to buy the souvenir are as follows product flavor(4.44 for
average)product portability（4.23 for average）and product feature (4.05for
average).The study is based on the result of the questionnaire survey and takes
the local culture as concern, trying to use the local agricultural products to make
rice-cake and bread as souvenirs. Then, investigating the preferences of the
customers by means of nine the form of amount of point.The result of this study
can be a reference for local product development of the tourism and catering.
| Identifer | oai:union.ndltd.org:TW/105NKHC0255004 |
| Date | January 2017 |
| Creators | CHEN, WEI-LING, 陳偉玲 |
| Contributors | Tseng, Yu-Hsiu, 曾裕琇 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 156 |
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