| Summary: | 碩士 === 南開科技大學 === 休閒事業管理系碩士班 === 104 === International travel fair is one of the most popular and important events in The purposes of this study were: 1. to explore the definition and category of international travel fair, 2. to understand the current condition of internal travel and international travel fair, 3. to compare the differences of behavior attitude, subjective norm, perceived behavior control and behavior intention among the travelers with different background, 4. to realize the relationships among behavior attitude, subjective norm, perceived behavior control and behavior intention, 5. to explore the effect of behavior attitude of travelers’ purchasing international travel fair products on behavior intention, 6. to explore the effect of subjective norm of travelers’ purchasing international travel fair products on behavior intention, and 7. to explore the effect of perceived behavior control of travelers’ purchasing international travel fair products on behavior intention. The travelers who purchased international travel fair products were drawn as the subjects. This study used network questionnaire and convenient sampling to collect data. There were 496 questionnaires were reclaimed, and 488 questionnaires were valid. The results were as the following: 1. The budgets of the travels ranged from10,000 to 20,000 NT dollars, and the products purchased most was tour package, the next was hotel tickets. Most of the traveler together was two persons, and the travelers together were his/her partners mainly, the next were relatives. 2. There were positive correlations among behavior attitude, subjective norm, perceived behavior control and behavior intention. 3. Behavior attitude, subjective norm, perceived behavior control could affect behavior intention. The sequence was perceived behavior control, subjective norm and behavior attitude. 4. The company had chain stores participated in trade show had more strength and could match the needs of travelers. Conclusion: We could understand the travelers purchased in travel fair had regional movement selection factors through observation, and the travel plan of goal-style stronghold was the main experience. The preferred selection of travelers would affected by different region, and the power of purchasing was different, too.
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