碩士 / 國立雲林科技大學 / 休閒運動研究所 / 107 / This study takes tourists from the Sun-Link-Sea Forest Ecology Resort as the research object to explore the ecotourism behavior of tourists from different market segments. The self-made questionnaires were used to collect data. The questionnaire included four aspects: recreation experience, ecotourism behavior, tourist characteristics and demographic variables. Using the sampling. From February 1 to March 16, 2019, a questionnaire survey was conducted at the Flower Center of the Sun-Link-Sea Forest Ecology Resort (Herbs and flowers Garden), by using the system sampling approach. A total of 584 valid questionnaires were obtained. Exploratory factor analysis, cluster analysis and analysis of variance were used to examine whether the ecotourism behaviors of tourists with different experience objectives were different. The results of demographic variables showed that women account for a little more than 54.1%, men account for 45.9%, marital status is up to 69% for marriage, ages 50 to 59 for 29.3%, followed by 60 to 69 for 20.4%, education level graduated from university (specialty) accounted for up to 53.3%, occupation for industry and commerce at the highest 24.8%, followed by service industry 19.7%, and residence at the highest account of 39.2%.The cluster analysis showed that visitors can be divided into four clusters, which are different from the experience of tourists, aesthetic tourists, entertainment tourists, and learning to reflect on tourists. The four different clusters of ecotourism were significantly different. The managerial implications of specific marketing strategies contributing to the sustainable development of forest ecological parks were provided.
| Identifer | oai:union.ndltd.org:TW/107YUNT0571016 |
| Date | January 2019 |
| Creators | LIU, YUAN-CHUN, 劉原均 |
| Contributors | LEE, TSUNG-HUNG, 李宗鴻 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 71 |
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