This study aims at promoting product and service quality that resort enterprises
provide and establishing the basis for setting up customer-oriented marketing strategy
through looking into the systemized motives of tourists that visit various types of
resort. Thereupon, this study focused on analyzing the characteristics of tour motives
by resort types and the relationships between tour motives and the attributes of resort
choice on the tourists who use four types of resort: golf, ski, spa, and seashore, and
derived the following issues: Firstly, in case of the tourists who visit resorts for the
purpose of rest, comfort, and health, it is shown that they prefer golf-type or spa-type
resorts through which they can restore their minds and bodies and pursue re-creative
activities. Secondly, no matter what type of resort the tourists choose, the attributes of
resort choice have common characteristics; whatever the type of resort the tourists
may choose, it is shown that the factors they consider in the evoke set are common.
Thirdly, there are significant relationships between the caused tourism motivations and
the choice attributes of resort; it is shown that the pushing- factors of tourists
influence the pulling- factors and there are differences between pulling- factors in
accordance with the factors that induced the choice.