| Summary: | 碩士 === 國立高雄應用科技大學 === 觀光與餐旅管理研究所 === 102 === Spending of tourism shopping activities accounts for 30% to 49% of total tourist expenditure (Keown, 1989; Turner & Reisinger, 2001), the proportion is quite high. Taiwan Tourism Bureau (2013) statistics also pointed out that Taiwan 2012 foreign exchange gross revenue from tourism of US$ 11.769 billion, and the highest proportion of shopping cost (36.33%). Thus, how to improve the quality of souvenirs commodities to maintain consumers’ purchase intention and good word-of-mouth, which is to promote tourism economy, is an urgent priority of local government. The study used questionnaire survey method and tourists as samples; the study applied the KANO model to investigate and classify Kaohsiung city’s souvenir types, product attributes, and analyzed quality elements different classifications. Then, combining a refined KANO model and IS model, to investigate strategies of souvenir quality improvement. Research result shows, tourists not familiar with currently selected out of Souvenir from Kaohsiung city government, and among the 36 quality items for about two-thirds of souvenir type, product attributes and the promotion Strategy of Kaohsiung city government which indicates indifferent quality elements that show Kaohsiung need to strengthen souvenirs’ characteristic building and promotional activities. According to research conclusions, these findings offer managerial implications for government policy, tourism related industry and future researches.
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