The Travel Souvenir as a Memory and Affection

• Main Authors: Ching-chun Tsai, 蔡京君
• Other Authors: Chen-yin Chen
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/74577770510492982489

碩士 === 南華大學 === 旅遊事業管理學系碩士班 === 98 === 　　Souvenirs have been regarded as an important part of tourists, while also meaningful objects. During the tour, souvenirs were collected by people in order to keep memories, which become the best connection to the memories after the tour. 　 　　This study focuses on the possibility the memories and the affection could occur after the tour by the souvenirs. Furthermore, try to understand the influence of these memories and to exam if souvenirs could bring the different value for tourists after the tour. 　 　　The purpose of this study is to explore the connection among the motivations of purchasing souvenirs, the memories and the affection occurred by the souvenirs, and figures out the influence of willing to revisit the place. 　 　　It is difficult to process this study because motivation, affection and memory are deep inner performances. That''s way this study is conducted in both quantitative and qualitative researches through two stages. 　 　　First of all, Netnography, a qualitative research, discusses the elements of the motivation of purchasing souvenirs, the memories and the affection triggered by souvenirs. Second, the Structural Equation Modeling, a quantitative research, examines the memories and the affection effected by souvenirs and the influence of that in revisit willing. 　 　　The results showed that the motivation of purchasing souvenirs has significant positive and negative influence; the motivation of purchasing souvenirs has significant positive influence in memories; the affection and the memories occurred by souvenirs have significant positive influence in revisit willing. Last but not least, this study is going to discuss and give practical suggestions according to the analyzed result.