| Summary: | 碩士 === 南華大學 === 旅遊管理學系旅遊管理碩士班 === 104 === Houtong Cat Village where there is a unique natural asset, cats, is the one and only tourist attraction in Taiwan featured by cats. This study intends to understand the properties, demographic variables, travel motivation, and intention to feed wildlife of tourists participating in wildlife tourist activities featured by wild cats. This study investigates the relationship among travel motivation, demographic properties, and feeding intention to have a more clear and specific understanding of the operation of wildlife tourism model featured by the species of wild cats.
For the research methods, this study used quantitative questionnaires to collect data. In April 2016, 360 valid questionnaires were returned. The research results showed that, the tourists were mainly female, 11-30-year-old young population, students, unmarried, and group tourists who had never fed cats and kept pets. For travel motivation, travel motivation included both pull motivation (M=3.575) and push motivation (M=3.546). For the differences in travel motivation of tourists, there was a significant difference in feeding experience, while there was no significant difference in other variables. Moreover, the feeding intention of male tourists was significantly higher than that of female ones. According to the analysis results mentioned above and the researcher’s observations, this study proposed the suggestions on tourism of Houtong Cat Village: because the tourist visiting Houtong are mainly female, it is necessary to create a female friendly environment, such as adding female toilets and nursing rooms. Because more than 70% of the tourists are at the age of 11-30, relevant operators should design products and plan the space for young populations. More than 60% of the tourists are group tourists. Therefore, the planning of flows and arrangement of rest areas should be based on group tourists. The monthly income of 56% of the tourists is less than NT$ 30,000. As a result, it is preferable to set the fees and product prices mainly at low fees and low product prices. In terms of the current status of personality traits of tourists visiting Houtong Cat Village, the mean of the dimension of “friendliness” was the highest (M=3.792). Government authorities or impartial third parties are advised to set up donation boxes or recruit volunteers to improve the lack of software and hardware devices of Cat Village, as well as food and care for cats, according to this property. For the feeding intention of tourists feeding cats at Cat Village, the main intention was “to take pictures or films with cats and share them with friends and family members,” followed by “to feed cats, touch them and increase interactions with them since the wild cats in Houtong are as cute as pets” and “to experience the fun of getting close to wildlife.” Therefore, in terms of feeding cats and interacting with cats, government authorities are advised to increase the number of guides or volunteers to instruct tourists with accurate approaches and concept s of feeding cats and interacting with cats.
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