| Summary: | 碩士 === 醒吾科技大學 === 行銷與流通管理系所 === 106 === Taiwan’s economic industries have evolved from early manufacturing, service industry, tourism industry to current cultural and creative industries. Industry transformation and diversified development are future trends. In recent years, the government and the folks together have made great efforts to promote the combination of both local culture and tourism resources. Therefore, driving the growth of tourists, economic benefits, and city population.
Dadaocheng was once the most prosperous supplies distribution center in Taipei. It has fostered numerous business men in four major industries of Tea, the so called “north-south goods”, cloth, and Chinese medicine. Dadaocheng was also the most enlightened and advanced place in both culture and politics in Taiwanese history. In recent years, Taipei city government has actively developed its tourism industry. There are many cultural/creative industries and art groups moving in, therefore, attracting many young people and foreign tourists. Dadaocheng has gradually become a new cultural/creative settlement.
The purpose of this study is to understand the tourist attributes and tourism characteristics of Dadaocheng, and to explore the relationship between tourism attraction, tourism image, tourism motivation, and tourist intention. Finally, put forward proposals that are beneficial to the tourism development for Dadaocheng.
Research findings are: 1. Tourism attraction, tourism image, and tourism motivation significantly positively affect tourist intention; 2. Travelling with accompanies has more intention of visiting Dadaocheng than visiting alone. This study puts forward suggestions that Dadaocheng continuing its overall and sustainable plans on its Heritage Culture, cultivating more tourism guides, promoting more relevant cultural navigation message, promoting tourism attractions and images to enhance more tourists and tourism industry of Dadaocheng.
Keywords: Tourism attraction、Tourism image、Travel motivation、Travel intention、Dadaocheng
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