Exploring the Influence of Attractiveness of Hualien on Tourism Motivation - An Example of Chinese Tourist

• Main Authors: LIN,MING-ZHONG, 林明中
• Other Authors: XIE,JIA-XIANG
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/6y4379

碩士 === 開南大學 === 商學院碩士在職專班 === 106 === This study explores Hualien's tourism resources, such as good mountains, good water, food, culture, recreational facilities, etc., to clarify what is the most attractive sightseeing resource in Hualien. This research also finds out the most attractive resources in Hualien from a Mainland tourist based perspective. This study collects 294 valid questionnaires by asking the travel leader to send a questionnaire to the Mainland tourists who came to Hualien by random sampling method. In the correlation coefficient analysis, the degree of correlation between the two constructs is natural landscape and landscape without attraction, special festival and event attraction, push motivation and landscape without attraction. The three groups are significantly negatively correlated and the rest appears to be a significant positive or no significant correlation between the groups. It can be seen that the correlation between most of the constructs is significant and positively correlated. Through empirical research, it is verified that the six sub-dimensions of the tourism attraction have a significant positive influence on the push tourism motivation. Therefore, it is assumed that H1 is established. The six sub-dimensions of tourism attraction have different influences on the pull tourism motivation . The natural landscape of sightseeing attraction, the man-made landscape with the purpose of attracting tourists, and the cultural attraction have a significant positive effect on the pull tourism motivation. The man-made landscape with no intention to attract tourists, and event attraction, have a significant negative effect on the pull tourism motivation ; however, special festival activities have no significant influence on the pull tourism motivation. Therefore, some of the H2 assumptions are true, that is the attractiveness of tourism has a positive effect on the pull tourism motivation. It also confirms that the push motivation is better than that of pull one in the view of Mainland tourists on tourism attraction in Hualien. Finally, the research provides conclusions, and practical suggestions for tourism in Hualien and Mainland tourists. Keywords: Tourism Attraction，Tourism Motivation，Chinese Tourist