| Summary: | 碩士 === 國立臺東大學 === 進修部休閒事業管理組碩(夜間） === 106 === Tourism begins with religious pilgrimage, which is the oldest reason for going out for a trip. Then become the luxury of aristocratic entertainment to evolved into a middleclass that could afford to enjoy. However, nowadays tourism is gradually becoming an indispensable part of modern life, which becomes Important events in the family calendar.
We use "Taiwan-the Heart of asia" for the national tourism brand, so that international travelers can gradually recognized the brand. Also reflected in the growth of the number of visitors to Taiwan. However, international tourism is more susceptible to the impact ofmany factors, When turism becomes an important industry that cannot be neglected. How to break the deadlock from current situation becomes an important issue.
The study analyzed the tourist and four development themes travel activities of the East Coast National Scenic Area by using the data mining method to construct the tourism recommendation mechanism of the East Coast. We hoped the study could increase the attraction of the East Coast National Scenic Area, and not only promote the domestic tourism to complement the international tourism source floating of the gap, but revitalize the tourism industry.
The study used Association Rule to research the overview of whole area tourists and the theme activities participates. It is found that in the "family travel", "parent-child travel", "lovers", "government groups", "friends and relatives" and "personal" of travel methods presented the different preferences of each other. To compare the overview of the whole area tourists and the theme activities participates, we found that only eco-theme activities is consistent with the whole area tourists overview. Then the study proposed the recommendation mechanism and the marketing suggestion to each theme activities for future promotion use.
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