臺灣博碩士論文加值系統

穆斯林觀光(Muslim Tourism)已成為世界旅遊重要的區隔市場，因此，本研究針對來台穆斯林遊客進行問卷調查，以探索其旅遊傾向。總計314份有效問卷經SPSS(v12.0)統計軟體分析發現：受訪遊客中，中國籍占多數，男性稍多，以中、老年人為主，旅遊天數多為 6-9天，在台花費在新台幣10001-15000元。其旅遊動機分為「飲食」、「住宿」、「娛樂」、「身心需求」、「文化探索」五大因素，並與「整體滿意度」及「重遊意願」等因素呈現顯著正相關；而ANOVA分析結果顯示，旅遊動機因性別、國籍不同而有顯著差異，旅遊滿意度亦因國籍不同也有顯著差異；另多元迴歸分析證實部分旅遊動機達顯著影響滿意度，旅遊滿意度能顯著影響重遊意願；最後根據上述結果提出建議，期為相關單位與產業發展穆斯林觀光之參酌，並為後續研究之參考。

Due to Muslim Tourism has become an emerging segment in the world travel market, the research is attempted to explore this niche market via examining the Muslim tourists’ travel motivation, satisfaction, and revisit intention toward Taiwan. Corresponding with the purpose, a questionnaire survey was carried to ask Muslim tourists to respond during their visit in Taiwan. A total of 314 valid questionnaires were collected and undergone further analysis using SPSS 12.0. The result shows that the most of the sampled tourists are Chinese, aged 51-60, taking travel package of 6-9 days and spending NTD 10,001-15,000 during the stay. Their travel motivation is composed of five factors, labeled as “Muslim food & beverage”, “ appropriate accommodation”, “comprehensive entertainment”, “body-mind relaxation”, “local culture exploration”. These five factors are correlated positively with the variables, “satisfaction” and “revisit intention”. Also, the result of ANOVA indicates that the travel motivation differs with “gender” and “nationality” and the travel satisfaction differs with “nationality’. In addition, the method of Multiple Regression Analysis verifies that the travel motivation affects the satisfaction and the satisfaction affects the revisit intention. Finally, the suggestion and managerial implications are presented for both the practical and academic fields.

目 錄
第一章 緒論
第一節 研究背景與動機
第二節 研究問題
第三節 研究目的
第四節 研究範圍與對象
第五節 研究流程
第二章 文獻探討
第一節 穆斯林觀光
第二節 旅遊動機
第三節 旅遊滿意度
第四節 重遊意願
第五節 旅遊動機、旅遊滿意度與重遊意願之關係
第三章 研究方法
第一節 研究架構
第二節 研究假設
第三節 問卷設計與資料收集
第四節 研究變項與衡量工具
第五節 資料分析方法
第四章 實證分析
第一節 樣本特性分析
第二節 旅遊動機、旅遊滿意度與重遊意願之現況分析
第三節 旅遊動機、旅遊滿意度與重遊意願類型
第四節 旅遊動機、旅遊滿意度與重遊意願之相關性
第五節 個人屬性對旅遊動機、旅遊滿意度與重遊意願之差異性
第六節 旅遊動機、旅遊滿意度與重遊意願之影響性
第五章 結論與建議
第一節 研究結論
第二節 研究建議
第三節 研究限制與後續研究方向

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