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    V2 V2 Presentation Transcript

    • 1
      Cultural designs in New Zealand souvenir clothing: The question ofauthenticity
      Presentor: Yi-Ping Eleanor Chien
      Instructor: Dr. Pi-Ying Teresa Hsu
      Date:December 22, 2010
      1
    • 2
      Citation
      Asplet, M., & Cooper, M. (2000). Cultural designs in New Zealand souvenir clothing: The question of authenticity. Tourism Management, 21, 307-312.
      2
    • 3
      2
      1
      Methodology
      Introduction
      3
      Result
      4
      5
      Conclusion
      Reflection
      Contents
      3
    • 4
      Introduction
      Tourism resource
      4
      Cultural life
    • 5
      Introduction
      Adverse impacts
      Adverse impacts
      Adverse impacts
      Tourism
      Cultural values
      5
    • 6
      Introduction
      =
      475
    • 7
      Purpose of the study
      Communication
      verseas
      tourists
      1. Assess the viability of niche fashion markets aimed at tourist sales
      2. Assess the ability of the apparel industry to sustain these
      7
      Cultural life
    • 8
      Authenticity
      A belief in authenticityis authenticity.
      8
      Cultural life
    • 9
      Methodology
      A survey on the long-distance train passengers.
      Sampling
      Train passengers in New Zealand
      Time
      From May to December in1997
      Questionnaire
      Their apparel purchasing patterns
      Drawback
      Not all tourists travel by train
      A good spread of nationalities and types
      Benefit
    • 10
      Results
      N=281
      10
    • 11
      Results
      Respondents were evenly spread across all age groups.
      Gender did not affect the decision to make tourist clothing purchases.
      11
    • 12
      Results
      12
    • 13
      Results
      2
      1
      13
    • 14
      Results
      14
    • Important
      Results
      Tourists who purchased New Zealand clothing thought New Zealand design is…
      68%
      15
    • Authenticity of designs
      Results
      16
      No answer 21.4.1%
      Important 49.1%
      Not Important 29.5%
    • Results
      17
      If there were a statement of authenticity on label ,would you be more likely to buy?
      Yes 46.3%
      No answer 20.8%
      No 32.9%
    • 18
      Conclusion
      Cultural motifs do attract greater purchases.
      2. Authenticity of design was important to
      nearly half the respondents when
      purchasing an item of clothing.
      3. The purchase inclination was positive if
      authenticity of design was vouched for on
      the label.
      18
    • 19
      An insight of the authenticity of New Zealand souvenir clothing
      2. How about Taiwan ?
      Reflection
      19
    • 20
      3. The result of this study may be different in
      terms of the selection of the location and
      the period of time.
      4. The result of this study is not significant.
      Reliability? Validity?
      Reflection
      20
    • 21
      Thanks for your attention!
      21