Applying the Theory of Planned Behavior to Explore Visitors' Intention to Tour Factory

• Main Authors: XU, YA-TING, 許雅婷
• Other Authors: LAI, WEN-YI
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/14600128358295782615

碩士 === 南華大學 === 文化創意事業管理學系休閒產業碩士班 === 105 === 　　Innovation and change is the driving force of social progress. They are also peoples’ desire. Tourism factory is a revolutionary foundations of traditional industry to strive for survival.It has even become a popular place of entertainment in recent years. The number of visitors is increasing. 　　This study adopts the theory of planned behavior to investigate visitors’ intention to tour factory,and analyzes correlations between tour factorys’ behaviors and tour factorys’ attitude,subjective norm, and perceived behavioral control, respective. A total of 305 valid questionnaires were received.The data were analyzed by reliability, Pearson product-moment correlation coefficient and regression analysis.The findings of this study are: 1.Visitors’ attitude positively impacts their intention to tourfactory. 2.Visitors’ subjective norm positively impacts their intention to tour factory. 3.Visitors’ perceived behavioral control positively impacts their intention to tour factory.