Tourist's Value, Motivation, and Their Effects on Accommodation Purchase Intentions at Ecotourism Destinations

• Main Authors: Hsiang-Yu Hung, 洪祥彧
• Other Authors: Yi-Chin Lin
• Format: Others
• Language: en_US
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/18032657267005882391

碩士 === 國立高雄餐旅大學 === 餐旅管理研究所 === 103 === This study aims to identify the value and hotel selection motivation of tourists visiting ecotourism destinations, and their effects on tourists' purchase intentions on hotels. The study is based on the 3 environmental values by Stern et al. (1993) and the push-pull motivation theory by Dann (1977). A survey with purposive sampling is conducted at 4 selected forest recreation areas in Taiwan, with 280 questionnaires distributed and 248 (88.5%) of them are valid. The tourists are classified into 3 value orientation groups by cluster analysis, while 9 motivation factors are formed in the factor analysis on motivation items. The results state that tourists in different value orientation groups could have different hotel selection motivation but purchase intentions on hotel. It also noted that certain motivation factors could affect purchase intentions on hotel: personal development, ecotourism experience, and sustainability could increase people's purchase intentions on sustainable hotels; purchase intentions of luxury hotel, on the other hand is positively affected by price and service/facility, while negatively affected by sustainability.