| Summary: | 碩士 === 銘傳大學 === 觀光研究所碩士班 === 97 === The purpose of this study was to investigate the relationships between travel characteristics, destination personality and souvenir attributess for religion tourism at Da Jia Jenn Lann Temple. The data was collected by an on-site survey. There were 392 valid questionnaires. Using factor analysis, three dimensions, glamorous, sincerity and excitement, were extracted from the 23 destination personality items, and three dimensions, aesthetic, memory and convenience, from 10 attributes of the souvenir.
There were three major findings in this study. First, there were significant differenences of destination personality perception between different visitors’ travel characteristics, such as the travel purpose, period of staying, and the visited times. Second, there were significant influences of the visitors’ travel characteristics, visited times and the spent of souvenir, on considering the attributes of the souvenir, when the visitor chose to buy them. Third, the visitors’ destination personality perception and the souvenir attributes significantly positively correlated to each other. In the destination personality, the most important dimention was sincerity and the next was excitement. On the side, memory was the most important dimention of the souvenir attributes, and aesthetic dimention was the second importance.
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