| Summary: | 碩士 === 朝陽科技大學 === 休閒事業管理系碩士班 === 96 === The research on accommodations and consumer behavior plays an important role in promoting tourist markets. This research aims at understanding accommodations and consumer behavior of tourists at Alishan National Forest Recreation Area, analyzes the effects of population properties on tourist motives, and discusses the factors affecting willingness for re-accommodation. This research conducted a randomly selected survey of tourists, and the obtained data were verified with the structural models of Descriptive Analysis, Variance Analysis, Factor Analysis, Logistic Regression Model.
In accordance with the results, the majorities of tourists accommodated at Alishan National Forest Recreation Area are young adult males, highly-educated, meddle/high income, and employees of private sectors. The majorities of them were accommodated for the first time, family-styled, and owners with private transportation. Population properties directly affect tourist motives and recreational benefits. The level of importance varies according to the population properties.
After tourist motives and recreation benefits were verified with Factor Analysis, we found that “experience impression” and “local properties” affect willingness for re-accommodations, and experience impression and is positively correlated with willingness for re-accommodation. The gender and occupation of tourists also affect willingness for re-accommodation. The results can be used for future reference by hotel owners with hopes of developing marketing skills.
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