The Cognition and Attitude of Taiwanese Tourists towardInternational exhibitions:Case-study on Expo 2010 Shanghai China

• Main Authors: Yeong-Chang Yen, 顏永昌
• Other Authors: 蔡國裕
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/35793310394544308165

碩士 === 淡江大學 === 中國大陸研究所碩士在職專班 === 99 === Abstract Internationalization is not only an important task to every big city in the global era, but also a crucial target to city planers. Those important international exhibitions, such as Universal Exposition, Olympic Games and FIFA World Cup have tremendous economic, social, cultural and environmental impacts to organizing cities. One of the most direct subjects to experience those impacts are the tourists visiting the expositions. The success of international exposition is subject to the cognition and attitude Taiwanese tourists toward them. Tourists would only be willing to visit expositions which they think the gains are larger than the cost. The purposes of this research are to acquire the cognition and attitude of Taiwanese tourists to international exposition and to analyze their interactions. This research uses questionnaire method, descriptive statistics, exploratory factor analysis, internal consistency reliability analysis, One-way ANOVA Analysis, T-Test Analysis, and Pearson product-moment correlation to analyze data. Universal Exposition is the landmark of human civilization, this research study on the case of Expo 2010 Shanghai, and explore how international expositions affect tourists. The conclusions of this research are expected to be of significant help to relevant sectors for public policies and marketing.