The Study of Affection on Tourist’s Motivation and Tourism Attraction to Travel Destination Choice- Case Studies on the Sanshia old street and Yingko’s old street
Jia-Wen Chen,Lung-Ming Tsai and Tzi-Li Liou
It is crowded and narrow in Taiwan. Therefore, it gathers many similar travel spots. When tourists pursue leisure activities, from those similar travel spots, how do they choose proper ones as their final travel destinations? This is an issue worthy exploring.
The purpose of this study is to investigate the affections of tourist’s motivation and tourism attraction on their travel destination choices. Meanwhile, through tourism attraction and travel motivation, this study explores and understands the main factors which affect tourists to choose to visit old streets. The result could be a reference to develop and manage tourism activities of Sanshia old streets and Yingko’s old streets in the future.The samples of this study were traveling through purposive sampling. An on-site survey was conducted between the 24~31, July of the 2007. It took accidental sampling to obtain 427 usable questionnaires. The results were analyzed by descriptive statistics analysis, Cluster Analysis, Factor Analysis, ANOVA, t-test, logistic regression model, importance-performance analysis, and tourism attractiveness index. Some of findings are listed as following:
Tourists’ main travel motivations were “experiencing reminiscent atmosphere,” “add knowledge and learn new things,” and “add families’ relationship and enjoyment.” The unimportant motivations were “stay alone ” and “shopping.”
The three motivations, “tasting delicious food”, “shopping”, and “appreciating historic spots” could judge which old street the tourists would choose to visit. The accuracy rate reached 72.8 percents, In addition, four tourism attractions, including “Characteristic architecture,” “special folklore,” “convenient traffic,” and “specially local festival activities”, could also judge which old street the tourists would choose to visit. The accuracy rate reached 66.5 percents.
Key word：Tourist’s motivation, Tourism Attraction, travel destination choice.