| Summary: | 碩士 === 稻江科技暨管理學院 === 休閒遊憩與旅運管理學系碩士班 === 99 === ABSTRACT
This study aimed to investigate travel motivation, tourism demand, and behavioral intention of tourists in Beigang. Tourists in Beigang were enrolled as subjects of this investigation. Total 417 valid questionnaires were collected, which were then subjected to descriptive statistics, factor analysis, t-test, one-way analysis of variance, and multinomial regression to process statistical analysis. Findings of the investigation are:
1.The major motivation of tourists traveling Beigang lay in tasting local fine food and light repast; with respect to tourism demand, it lay in a comfortable and convenient dinning spot; and the behavioral intention constituted visiting Beigang once again.
2.With regard to variance analysis of different demographic variables against travel motivation, gender, age, education, occupation, and residence reached significant difference. In variance analysis of tourism demand, age, education, occupation, and residence reached significant difference. In variance analysis of behavioral intention, residence reached significant difference.
3.In variance analysis on tourists’ traveling characteristic against traveling motivation, visit times, transportation, traveling information, stay time, and consumption amount reached significant difference. In variance analysis on tourism demand, visit times, transportation, traveling information, stay time, and consumption amount reached significant difference. In variance analysis on behavioral intention, visit times, transportation, and stay time reached significant difference.
4.Tourists’ traveling motivation, tourism demand, and behavioral intension showed positive correlation, and traveling motivation and traveling requirement had predictability over behavioral intention.
Result of this study was intended for related authority and could also serve as orientation for subsequent research.
Keyword: travel motivation; tourism demand; behavioral intension
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