| Summary: | 碩士 === 國立宜蘭大學 === 建築與永續規劃研究所碩士班 === 102 === The marketing of historical tourism destinations is a technique that integrates tourism with local cultural heritage. Nowadays while tourism has become the most large-scale transnational economic activity, the trend of globalization not only brings new political and economic behavior but also changes tourists’ preference for travel services. With the impact of globalization, cultural heritage has now become the new choice for cities and towns to improve competiveness and creativity, resulting in a mutual beneficial cycle between cultural heritage and tourism.
This study based on Royo-Vela’s ideas (2009), suggested eight factors that decide how tourists evaluate historical tourism destinations. They are (1) Beauty of historic–cultural heritage and feelings generated by its perception, (2) Clean/peaceful atmosphere and feelings generated by its perception, (3) Treatment of tourists/customer service and feelings generated by its perception, (4) Maintenance/integration of site architecture, (5) Historic–scenic wealth, (6) Shopping and eating establishments, (7) Tourist-cultural management, and (8) Complementary tourist offer or infrastructure.
The study adopted Rough Sets Theory as well as Particle Swarm Optimization to explore the patterns of tourists’ preference for historical tourism destinations. 198 rules were found from 1,071 data and later analyzed in terms of gender and age. The results showed that the tourists tend to emphasize the two factors (Clean/peaceful atmosphere and feelings generated by its perception as well as Complementary tourist offer or infrastructure) more than the other six ones.
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