A Study of Tourists's Behavioral Intention Toward a Food Festival:A case of Neimen Banzhuo
| Autor: | Liang-You Chen, 陳亮佑 |
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| Rok vydání: | 2012 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 100 This study aims at understanding the main factors influencing potential tourists’ behavioral intentions toward food festivals, based on the Theory of Planned Behavior. The instrument used in this study consists of the following sections: attitudes, subjective norms, perceived behavioral control, behavioral intentions, personal background, and experiences of participating in food festivals. The questionnaires were distributed to tourists in March 2012 by using convenience sampling, and a total of 521 valid responses were obtained. Results showed that most respondents were married women between the ages of 41~50. Most of them were first time visitors in Neimen food festival activity. They spend an average of over $1000 dollars in the festival activity. The results further showed that respondents’ attitudes and perceived behavioral control toward food festivals have significantly positive effects on behavioral intentions. Respondents indicated that the detailed food festival related tourism attitude was critical in determining whether to visit a food festival or not. Therefore, in order to attract more tourists to the local food festivals in understanding local food culture, a more comprehensive tourism program developed and promoted by local government and tourism marketers is needed. In this way, the development of sustainable food tourism can be achieved. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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