The Construction of Tourist Recreational Behavior Patterns: An Empirical Study in Yenshan Leisure Agriculture Area

Abstract

This study aims to explore the general developmental situation of Yenshan leisure agriculture area, and to analyze the demographic characteristics and consumer behaviors of the visitors in Yenshan leisure agriculture area by descriptive statistical analyses. Customers in Yenshan leisure agriculture area of Pingtung County were selected for study. The researchers conducted a survey, and then used SPSS8.0 to execute reliability and validity tests and empirical data analyses. This study adopted the methods of T-test and ANOVA to understand the difference among attitude, perceived behavioral control, behavioral intentions and Internet marketing in demographic characteristics. The further purpose of this study was marketing planning of Yenshan leisure agriculture area by in-depth interviews and statistical analyses from questionnaire data. The results show that most of the tourists in Yenshan leisure agriculture area are women when it comes to ”gender,” and the majority of visitors are aged below 25. In the aspect of occupation, most of the visitors are students. As for educational background, the majority graduate from (vocational) senior high school and university (college). In the aspect of residence, most of them come from southern area of Taiwan. And, about tourists' vehicles, motorcycles and bicycles are mentioned most frequently. In addition, the results of this study find that the tourists have mainly different awareness degree of cognition and behaviors on the factors of attitude, perceived behavioral control, behavioral intentions and Internet marketing. Finally, the findings and contents of interviews are further summarized to make suggestions for the transportation system plan, the design of the marketing activities and the concepts of planning. This study is expected to provide the specific and feasible recommendations for local business to attract more tourists and guarantee the sustainable development of rural tourism in Yenshan leisure agriculture area.