| Summary: | 碩士 === 中國文化大學 === 觀光休閒事業管理研究所碩士在職專班 === 96 === With the uprising awareness towards leisure and the recent booming development of the tourism industry in Taiwan, the demands for the relevant leisure tourism products have been increasing. Hualien is a county where its underline development depends on the tourism industry. The competition among the tourist hotels, hotels, and B&B are fierce in Hualien County. The primary objective of the hotel owners is to explore new customers on top of maintaining its existing customer groups. Therefore, increasing the purchase intention of the consumers has become a crucial issue for the owners.
Tourists staying at the middle or small size hotels issued with “Business Registration Certificate” by the County Government were included in our empirical study. A total of 307 effective samples were collected. The objective of this research is to assess the influence of the perceived price and value on purchase intention in order to provide practical reference for hotel management as well as future direction for subsequent researches.
The hypothesis proposed in our research is validated through questionnaire survey. A closed questionnaire was utilized to analyze the correlation of perceived price, perceived value and purchase intention among consumers. The result revealed that there is a most direct and significant effect existed among the perceived price, perceived value and purchase intention. Finally, specific suggestions for the relevant industries and future research direction are proposed based on the result derived in this study.
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