| Summary: | 碩士 === 亞洲大學 === 經營管理研究所 === 93 === The purpose of this research is to inquire the intention of tourism systems to sellfarm specialty products through local-marketing channel. To achieve this purpose,the researcher chose the items and areas of them through cultural heritage to construct the foundation, took the scenic spots, leisure vacation centers and hotels or restaurants as samples to collect data for analysis by survey. Take the cooperative relations, the payment method, the management deeds, the advertisement promotes sales, the service quality and the consumption as variables to inquire the expectation in advance and real experience for tourism systems when they sell the farm specialty products through local-marketing channel. The findings of the research are:(1)Most of the tourism systems that have sold the farm specialty products through local-marketing channel will continue to because of the added value.(2) The reasons they considered reveal the characteristics of the channel of the tourism systems.(3)The major marketing programming for the tourism
systems in the future emphasize on the strengthening product package, integrating marketing gateways, creating product traits and holding promoting activities.(4)Integrating marketing gateways, holding jointed promoting activities and governmental guidance are the most urgent assistances at present. The results according to the analysis by SEM reveal that ”seller’s expectation ” , ”perceptive result” and “disconfirmation” will influence “intention of selling ”positively.
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