| Summary: | 碩士 === 世新大學 === 觀光學研究所(含碩專班) === 102 === In recent years, academic studies of the development of Taiwan's MICE industry are booming. However, the research on the planning and design of exhibition booths were relatively insufficient. Therefore, the main investigation of this research is focusing on discussion the impact of characteristics of souvenir booths for consumers’ behavior in 2013 Taiwan International Travel and Souvenir Exhibition. The questionnaires were designed and completed by visitors over the age of 18 having visited and purchased souvenirs during 2013 August 23 to 26. Purposive sampling is adopted and 406 effective questionnaires are obtained. The result showed that characteristics of souvenir booths can be attributed into six aspects, including human factors, external environment, internal environment, merchandise value, layout planning, and product design. Besides, the result also showed that the impacts of characteristics of souvenir booths had significant influence on the consumer preferences, including external environment and human factors. However, the impacts of characteristics of souvenir booths didn’t have significant influence on the consumer purchases. Furthermore, the impacts of characteristics of souvenir booths had significant influence on the consumer willingness to recommend to others, including product design and human factors. The research also found that the influence on human factors is strongest within the impact of characteristics of booths, and most of visitors are young women. Hence, the research suggested that tourism related institutes or industries should enhance the training of service personnel and build a standard evaluation for characteristics of souvenir booths. At the same time, they can promote whole image and quality of characteristics of souvenir booths.
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