| Summary: | 碩士 === 南華大學 === 文化創意事業管理學系休閒產業碩士班 === 105 === This is a Case Study of Love Wood Village in Chiayi. The study is based on the questionnaire survey from the tourists of the Love Wood Village. The data were analyzed by descriptive statistics, T test, single factor analysis and regression analysis. According to the conclusions of the study, put forward specific recommendations, so that " Love Wood Village " tourism and leisure factory in the future development of marketing strategies can be used as a reference.
The study found that the basic characteristics of tourists (such as: gender, age, monthly income, marital status, occupation) are no obvious difference on " The tourism motives of Love Wood Village ", "The image of Love Wood Village ", " The tourism satisfaction of Love Wood Village "and “The willingness to travel to Love Wood Village.” However, there are obvious differences on whether the visitors have traveled (the number of visitors to visit) and the education level. That means how many times the tourists have visited it and the tourists’ education level could have obvious effects on " The tourism motives of Love Wood Village ", "The image of Love Wood Village ", " The tourism satisfaction of Love Wood Village "and “The willingness to travel to Love Wood Village.”
The re-visitors’ motives for "learning and experiencing new ideas", the motivations for "achieving tourism desires" and the "quality and value of the region" less than those of the first visitors. Furthermore, the visiter who visits it the first time on the social environment of recognition is higher than the visiter who visits it more than twice. Also, their satisfaction of the good、services and the desire to visit it again are lower than the first visitors.
Visitors who has master degree have a higher level of demand for "quality and value of the region"; visitors whose educational background below senior high school (including senior high school) are less likely to experience the "atmosphere".
Finally, through the regression analysis found that " The tourism motives of Love Wood Village ", "The image of Love Wood Village ", " The tourism satisfaction of Love Wood Village” have a positive effect on “The willingness to travel to Love Wood Village”, and the greatest effect is "The image of Love Wood Village.
|
|---|
