| Summary: | 碩士 === 國立高雄餐旅大學 === 旅遊管理研究所 === 103 === Recently, Taiwan has driven substantial growth in the tourism market. Both the number of visitors and that of tourism income have significantly increased. In the meanwhile, government institutions have continued investing over 30 billion dollars to improve the quality and finesse of tourism industry. In 2014, Taiwan Tourism Bureau has promoted the activity, "2014 Tribal Tourism Reign - From the East Coast," hoping that from the pespective of the tribal communitiy, the local travel in the style of depth, roaming, and other activities can attract tourists to dig into aboriginal culture and will enhance the value of tribal tourism. This study aims to explore tribal tourists’ behavioral relationship mode, to construct a primal model based on the impact degree of “destination image,” “invovlement,” “perceived value,” and “behavioral intetions.” The research used AMOS statistic software to process structural equation modeling (SEM) to examine the causality. It adopted judgemental sampling to coduct questionnaire investigation in the national scenic area on the eastern coast in Taiwan. It distributed 400 questionnaires and collected 388 valid questionnaires. The research results indicate that the tribal tourists’ “destination image(DI) is positively related to enduring involvement (EI),” “destination image (DI) is positively related to flow perceived value (PV),” “enduring involvement (EI) is positively related to flow perceived value (PV),” “destination image (DI) is positively related to flow behavioral intentions (BI),” “enduring involvement (EI) is positively related to flow behavioral intentions (BI),” and“perceived value (PV) is positively related to flow behavioral intentions (BI).” They are all positively related, constructing significant collocation degree of tribal tourists’ behavioral relationship mode.
Tribal tourism is a tour development of culture meanings and life experiences. This research suggests tribal tourists’ destination image, involvement, perceived value, and behavioral intention can be enhanced by establishing related offices. It also recommends that they improve neighboring infrastruction, transportation, and travel information platform, to promote the practicality of tribal tourism. Meanwhile, tribal characteristics should be separated from one another to enhance tourists’ experiences and feelings. With such effort, internatioanl markets can be further explored to strengthen market visibility, and the mode of exquisite small group can be maintained to lower the possibility of tourism impact. The research results and recommendations will be offered to the tribal development association and management department in the society for the reference of following tribal activity promotion and strategy improvement. Besides, the research offers suggestions that aim at future study.
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