| Summary: | 碩士 === 國立臺中教育大學 === 區域與社會發展學系碩士班 === 100 === Rural tourism has served as a shortcut to bring lives into shrinking rural areas. Aside from the economic growth, which can save traditional cultural values, is also anticipated that rural tourism can attract local-born people back to these areas. Rurality acts as the core attraction for rural tourism by shaping and creating images in travellers’ minds. This research examines the case of “Happy Rice”, a documentary film which made the Happy Rice community instantly popular, to study local tourism behavior, tourism image and discuss the tourists’ characteristics, the formation of tourism image and the difference between tourism behavior and tourism image. This research examined 415 surveys. Data are analyzed by descriptive statistic, factor analysis, t-test and one-way analysis of variance. The result shows that:
1. Happy Rice Community’s tourism image can be divided into three factors: “local natural characteristic”, “artificial characteristics” and “rurality”. It is found that “rurality” has the most significant impact.
2. The significant difference in the before the tourists' tourism image due to after the tourists' tourism image. There is a significantly positive correlation between before the tourists' tourism image and after the tourists' tourism image.
3. The significant difference in the tourism behavior due to various demographic, tourism characteristics and before the tourists' tourism image.
4. The significant difference in the after the tourists' tourism image due to various demographic, tourism characteristics and tourism behaviour.
Overall, Happy Rice community offers tourists a positive image, and the tourists also experienced the rurality during their travel, showing that Happy Rice community exhibits the resource and characteristics for rural tourism development.
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