Abstract There was a current trend in Taiwan food culture, people now are beginning to seek health foods of high-fiber and low-calorie. An example of water bamboo is a health food with high economic value and popularity.
Nurtured by water bamboo Puli is famous far and wide with good quality, production accounting for more than 90% of Taiwan's "water bamboo Homeland," and now grown in Puli area of more than 1,200 hectares, is Taiwan's most important wild rice bamboo producing areas. To make the water bamboo production has matured and its related products and access to consumers and the market, this study aimed to people in Puli, sightseeing survey to understand consumers' perceived value of water bamboo, and further measure their intentions to purchase.
In this study, 335 questionnaires were survived in March to April 2011. There are308 valid questionnaires. The finding of the descriptive statistics point out that "I have to spend more time to get Puli water bamboo and related product information (2.83)" and "I will recommend others to buy water bamboo and related products Puli (2.94)" are top ranking of tourists’ perceived value and purchase intentions individually. Based on t-test, there are partly significantly different between tourists’ background and perceived value. Moreover, tourists’ characteristics of buying are significantly different with their purchase intents. Finally, regression analysis showed that tourists’ perceived value has significantly positive effects on purchase intentions. The results show that the perceived quality of Puli water bamboo is still low. Therefore, this study recommends that the relevant industry should enhance consumer awareness of water bamboo and its products. Besides, to enhance communication opportunities with customers through various marketing activities and media images.
Keywords: Puli Town; Perceived Value; Water bamboo Product; Purchase Intentions
