Segmenting tourists to aboriginal cultural festivals: An example in the Rukai tribal area, Taiwan

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题名:	Segmenting tourists to aboriginal cultural festivals: An example in the Rukai tribal area, Taiwan
作者:	Chang, Janet
贡献者:	觀光系
关键词:	aboriginal cultural festival Rukai tribe market segmentation Taiwan
日期:	2006
上传时间:	2009-11-20 11:07:57 (UTC+8)
摘要:	Festivals are increasingly being used as instruments for promoting tourism and boosting the regional economy. Festivals are a type of cultural events and are travel attractions with unique features. Much research, undertaken from a variety of perspectives, exists on festivals. However, very few studies related to aboriginal cultures have been published. The main objective of this study is to profile tourists based upon their motives and demographic characteristics, as these traits are associated with attraction to aboriginal cultural festivals and other related activities. The research reveals that cultural exploration, among other motivational dimensions, is the most important factor attracting tourists to the aboriginal cultural festival. In addition, not all tourists have the same degree of interest in the festival cultural experience. Furthermore, motivational variables are found to be more important than demographic variables in explaining and segmenting visitors to an aboriginal festival. (c) 2005 Elsevier Ltd. All rights reserved.
關聯:	TOURISM MANAGEMENT Volume: 27 Issue: 6 Pages: 1224-1234
显示于类别:	[觀光事業學系暨研究所 ] 期刊論文

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