| Summary: | 碩士 === 國立東華大學 === 觀光暨休閒遊憩學系 === 102 === The study examines the influences of push and full factors on international birdwatchers’ travel behaviors. Through snowball sampling and purposive sampling, 257 international birdwatchers were invited to complete an online or a pencil-and-paper self-administered questionnaire, which was designed to assess their reasons for international birding trip (push factors) and the importance of the destination attributes (pull factors). The survey was carried out from March to July, 2013. Results were then analyzed with factor analysis. The results of factor analysis identified four push factor constructs and four pull factor constructs. The importance of push factors are “bird-watching”, “spiritual refresh”, “novelty”, and “achievement”. And the importance of pull factors are “avian resource”, “guide’s professional”, “recreation environment”, and “culture”. With ANOVA analysis, variables such as gender, age, marital status, education level, annual household income, nationality, residency, and level of proficiency, have found distinct impacts on the push and pull factors. The study provides the government, travel operators, and birding clubs, insights in designing international bird-watching tour products.
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