| Summary: | 碩士 === 國立高雄餐旅大學 === 旅遊管理研究所 === 104 === To visiting museum have become one of the most popular tours for people to spend their reisure times and the same time to expand their knowledge. Museums serve as not only places for leisure times, places for delivering information, but also represent the combination of cultures and services. The characteristics of the art and value for visiting museum to conform the study topic of the tourists behavior intentions.
In the theory of planned behavior (TPB), it was proposed by Icek Ajzen. He discusses the attitude toward behavior, subjective norms, and perceived behavior control which they shape an individual's behavior intentions and behaviors. To increase the quality of museum visitations is along with the control of the capacity, and the museum personnel is required to have advanced studies in preparation for the tours. These qualifications have become the reasons for this study on the museum behavior intentions. In a study of Bernd Schimitt on the Experience Marking, he states that experience is the practical wisdom resulting from one has encountered, undergone, or lived through– it affects the belief, attitude, feeling, and intention. The value of experience plays one of the important roles in affecting the attitude, the subjective norms, perceived behavior control and behavior intention. Therefore, the main goal of this study is to discuss the behavior intention in museum visitations through the application plan. This study has incorporated the value of experience into the TPB model. Through this study, we can discuss how the value of experience and influence the attitudes, subjective norms, perceived behavior control and behavior intentions; it also helps to formate relationship model of the behavior intention for museum visitation.
The Chi Mei Museum is a museum where you can find western arts, instruments, weapons, and specimen and various collections. We visited Tainan Chi Mei Museum and randomly chose visitors for the surveys. It conducted survey from November 2015 to January 2016, with a total of 450 questionnaires, including 420 effective ones. SPSS 17.0 statistic software was analysis factors used for the structural equation modeling (SEM) for the purpose of examining causality.
We determined that attitude has a positive influence on behavior intentions;perceived behavior control has a positive influence on the behavior intentions; the experiential value has a positive influence on the attitude; the experiential value has a positive influence on the perceived behavior control. Through these surveys, we were able to build up a relationship model for the visitors’ behavior intentions. This study suggests that related departments should increasingly take into account and improve upon the following aspects of museum visits: experiential value, behavior attitude, subjective norms, perceived behavior control and behavior intentions, surrounding infrastructure, convenience of transportation, and the building of a platform for travelling information. Furthermore, it is necessary to improve of the tourist's experiential value for the development of an international tourism market by a refined service model. The results and suggestions can be provided to Tainan Chi Mei Museum and the related departments for their future reference and to improve on any future activities planning and provide suggestions for future direction of any studies.
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