The Application of Value-Belief-Norm Theory for Culture Tourism - Learning from the Case of Tainan Confucian Temple

• Main Authors: Yeong-JiaDay, 戴永家
• Other Authors: Kevin P. Hwang
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/af8pcy

博士 === 國立成功大學 === 交通管理學系碩博士班 === 101 === This study develops a conceptual framework of cultural significant behavior to measure pro-cultural behavior of tourists. The Value-Belief-Norm theory of Stern (1999, 2000) was used as a template for the development of framework. A convenience sampling method was adopted for data collection from a survey to tourists who traveled to Tainan Confucian Temple in the city of Tainan. A total of 1560 questionnaires were distributed and 1372 usable responses were obtained after removing incomplete samples, resulting in a response rate of 87.95%. Based on paired t-tests to evaluate the experience quality, the significant difference between importance and performance of 25 attributes were identified and illustrated. Exploratory factor analysis with VARIMAX rotation was employed to identify experience quality and results in five factors. Based on the five segmentation variables, a cluster analysis was carried out, and a three-cluster solution was identified. According to their scores of experience quality attributes, the clusters were named high level experienced, medium level experienced and low level experienced, respectively. A structural equation modeling (SEM) approach was employed to test the research hypotheses. Results revealed that the experience quality of overall tourists was corresponding to the low level experienced group. Analyses also showed that cultural belief mediated the effects of cultural value and cultural behavior intention on the model of medium level of experience quality and The Confucius Ceremony non-experienced group. Further, the model of The Confucius Ceremony experienced group supported the proposed pro-cultural behavior framework. Finally, experience quality as moderator effects on the proposed model was identified. Theoretical and managerial implications of the research findings for cultural tourism are further discussed.