| Summary: | 碩士 === 國立高雄應用科技大學 === 觀光與餐旅管理研究所 === 101 === Ban Tao community in Chiayi County has been trying to integrate local industry, culture, characteristics and community history, resources to promote community reengineering and tourism. However, how to utilize innovative business model to raise quality and establish mechanism of sustainable development of community tourism has become one of the leading issues. Based on this study through the visitors background and travel motivations information, collect, understand and analyze the visitors’ socio-economic background and the tourism motivation for community tourism development, as well as community board head about business promotion situation and results may be as references of operations and marketing promotion references for other communities.
This study using quantitative data collection, questionnaires were given by convenience sampling method, data collection of the tourists come to the plate head Art Village Visit, total recovery of 352 valid questionnaires. The data for data analysis is SPSS18.0 statistic software, data analysis methods include descriptive statistics, reliability analysis, independent samples t-test, one-way ANOVA analysis and stepwise multiple regression analysis. Other interviews for qualitative research and analysis, and innovative business model of community tourism oriented research on knowledge discovery and conclusions:
1. A majority of subjects are young people or small families, female, age 21-30 years old, big
(tertiary) institutions, living in southern tourists to Ban Tao Art Village.
2. As to travel characteristics are using own the car and the first visit, family or friends travel
together, mostly getting the travel information from relatives, friends and network.
3. The perception of motives of tourists, travel image, selection factors and travel experiences
exist significant difference in tourists’ background.
4. Tourists’ motivation significantly influenced perceived image, decision factors as well as
sightseeing experiences; tourists’ image significantly influenced the perceived decision factors
and experiences; tourists’ experiences significantly influenced the perceived decision factors.
5. Travel motivation has partial mediating effect on decision factors through image; travel
motivation has partial mediating effect on decision factors through experiences.
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