| Summary: | 碩士 === 大葉大學 === 運動事業管理學系 === 102 === According to the statistics of Tourism Bureau, the travelling population and the frequency of taking a trip are increasing, and ecotourism is one of the travel patterns people are pursuing. The study aims to investigate potential tourists’ travel demand, travel value, and travel willingness of ecotourism via the concept of "Da-Yeh University Eco-Park" and assess whether the campus can meet the needs of tourists’ travel demand, travel value, and travel willingness, and see how the tourists’ travel demand and travel value would affect their travel willingness. Hopefully the result of the study can provide some views for schools wanting to develop eco-campus, investors wanting to develop eco-tourism park, and relevant eco-tourism units. A total of 283 valid questionnaires were recovered through convenience sampling. Research methods include "travel demand scale", "travel value scale" and "travel willingness scale."
Statistical methods used for data processing are descriptive statistics, independent sample t tests, one-way ANOVA and simple linear regression analysis. The results are as follows:
1.Travel demand variables differ significantly in gender-specific needs of consuming demand and in children’s space requirements while marital status, education level, age, occupation, monthly income have no significant differences.
2. In travel value variables, no significant differences are found in marital status, children, education level, age, occupation, but are found in gender and monthly income.
3. Travel willingness variables found significant differences in gender, education level, monthly income and other background variables, but not in marital status, children, age, and occupation.
4. Travel demand and travel value have a significant positive impact on travel willingness and travel value has a higher influence on travel willingness than travel demand does.
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