| Summary: | 碩士 === 中華科技大學 === 航空運輸研究所在職專班 === 103 === Souvenirs, usually used as the objects to sustain social relations between people and contribute to social cohesion since the old times. As time goes by, the advanced information techonolgy and logistics systems facilitate rapid changes in people’s consumption. Nowadays, “souvenirs” has gradually become a specific term in commerce marketing for certain places or famous local products. In order to activate the tourism economy, the local govenments make great efforts to promote their unique local products, including agricultural products or other related cultural and creative merchandise, in the way of intergrating the local resources, counseling the farmers' associations and manufacturers, conducting festival, activities and giving advice to help improve product quality and upgrade the brand value. The local govenments provides the delicate purchase choices to attract the tourists on their way of visit. Devoting to add the pleasure on the visitors’ journey and give them beautiful memories. All these efforts lead to the purpose of stumilating local industries economic prosperity and development.
This study mainly focuses on the relationship among the consumers’ involvement, percieved value and purchase intention toward the souvenirs in tourist attractions. This study that takes the tourists visiting Beipu as the interviewees, Beipu grind tea souvenir as the study target was conducted by convenience sampling method with 308 valid questionnaires collected. Descriptive statistics, reliability analysis, validity analysis, correlation analysis, regression analysis are methods used to acquire the study results.
And the results indicate that there are positive significant influences among the
consumers’ involvement, percieved value and purchase intention in regarding to the the Beipu grind tea souvenir. Hopefully, the study results can be the marketing strategy references for the local government and grind tea souvenir manufacturers in Beipu.
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