Understanding Thangka: an Explanation of Tourists’ Interest and Desire of Purchasing Thangka
UNDERSTANDING THANGKA: AN EXPLANATION OF TOURISTS’ INTEREST AND DESIRE OF PURCHASING THANGKA A thesis submitted to the Kent State University College of Education, Health, and Human Services in partial fulfillment of the requirements for the degree of Master of Science By XXX LUOBUSANGZHU August 2016 Thesis written by Xxx Luobusangzhu B.S., Tibet University, 2011 M.S., Kent State University, 2016 Approved by __________________________________, Director, Master’s Thesis Committee Philip Wang __________________________________, Member, Master’s Thesis Committee Barbara Scheule __________________________________, Member, Master’s Thesis Committee Vilma Seeberg Accepted by __________________________________, Director, School of Foundations, Kimberly Schimmel Leadership and Administration __________________________________, Dean, College and Graduate School of Mark Kretovics Education, Health, and Human Services ii XXX LUOBUSANGZHU, M.S., August, 2016 Hospitality and Tourism Management UNDERSTANDING THANGKA: AN EXPLANATION OF TOURISTS’ INTEREST AND DESIRE OF PURCHASING THANGKA (103 pp.) Director of Thesis: Philip Wang, Ph.D. Thangka is one of the most famous traditional arts in Tibet, and originally it is a religious art. Later since tourism became the main industry in Tibet, Thangka slowly became a tourism product. This study applied well-known model AIDA to explore tourists’ interest and desire of purchase Thangka. In addition, it is examining the Thangka values affecting on their purchasing behaviors. Present research also used Aaker’s (1997) brand personality (BP) and Sirgy’s (1982) self-image/product-image congruity (SC) theories to explore tourists’ desire to purchase Thangka. The result supported the AIDA theory that there is an association between interest in purchasing Thangka and desire to purchase Thangka. In addition, the findings indicated that the tourists who had visited Tibet before, Buddhists tourists, and tourists with higher income showed interest in purchasing Thangka.
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