| Summary: | 碩士 === 逢甲大學 === 經營管理碩士在職專班 === 96 === The main purpose of this study aims to verify the push and pull factor model of traveling motivation and to understand what main traveling motivation of Atayal Resort visitors are. The study used questionnaire survey method to collect the required data from Atayal Resort visitors. The study obtained 270 valid samples. Establishing from the previous literature, we tested the conceptual model by using Structural Equation Modeling. The overall modified model was fair fit the data. The result demonstrated that visitors not only influenced by their own motivation (push factor), but also attracted by traveling destination (pull factor). The result also reveals that push and pull has positive influence of each other. According to the result, the study suggest that Atayal Resort should reinforce the motivation of visitors and improve the hardware facilities in order to raise the traveling motivation of visitors. Finally, this research proposes some research suggestions for further researches.
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