| Summary: | 碩士 === 國立暨南國際大學 === 經濟學系 === 95 === This research is based on the supply theory to analyze the pricing and quality control strategies of sustainable management on ecotourism business. Since the consumer behaviors on price and quality directly affect the business profits, this study adopts the demand side of data for further discussion. The first step of the analysis is to determine the quality level from the consumer (tourist) point of view. Usually a tourist decides to visit the destination according to the reputation of the site. Therefore, they already have their “expected quality” on the site before their visit. Once they visited the site, they can realize the “actual quality” of site. If a tourist results to have a better actual quality than the expected, he/she would obtain a positive “perceived quality” from the site, meaning that he/she would think this destination as a high quality site of tourism so that he/she is more likely willing to pay or spend more on the site to benefit the local. Therefore, the key to sustainable management is to maintain high quality of destination.
This study uses the case of Tao-Mi ecotourism community in Puli Town, Nantou County. Tourist questionnaires are conducted and provide the information about their tour characteristics, satisfaction check on services and facilities, as well as individual basic information. The result shows that tourists’ expenditure is highly affected by the quality they perceived. The higher quality realized than expected, the more expenditure tourists are willing to spend to the local community.
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