臺灣博碩士論文加值系統

台灣於2008年7月18日起開放一般大陸觀光客來台觀光，大陸民眾來台觀光入境人數增加以及大陸被列居為台灣遊客出國目的地第一選擇，可看出兩岸民眾對彼此觀光據點皆為主要選擇之一，故本研究欲探討兩岸遊客之旅遊感受。就上述背景與動機故本研究目的為探討兩岸遊客不同背景特性對於日月潭國家風景區旅遊動機、旅遊意象、遊客滿意度與目的地忠誠度是否有顯著的差異性以及運用結構方程模式驗證各構面之間影響關係，並探討影響遊客對選擇國家風景區旅遊之目的地忠誠度的關鍵路徑。本研究以範圍集中且旅遊人數多的日月潭國家風景區作為研究範圍，來探討兩岸遊客前往日月潭國家風景區的動機、對國家風景區之意象、旅遊後之滿意度及忠誠度，瞭解兩岸遊客在國家風景區的旅遊需求有何差異並針對差異之處分別作加強與保持，而達到兩岸遊客永續觀光之方向。
本研究針對前往日月潭國家風景區之兩岸遊客進行實地問卷調查，採便利抽樣取得樣本，共得340份有效問卷。透過SEM分析的結果有不錯的模式解釋力與配適度，代表可以應用於國家風景區的滿意度調查以訂定更佳方針。研究結果中，可瞭解到兩岸遊客個別對目的地忠誠度之關鍵影響效果，發現台灣遊客從旅遊意象達到目的地忠誠度之總效果最佳；大陸遊客經遊客滿意度達忠誠度之總效果最佳，顯示兩岸遊客對目的地忠誠度影響效果有差異，國家風景區管理單位可參考此結果而個別掌握不同遊客之市場需求來提高遊客率。再者，以不同背景遊客之偏好差異顯示，台灣不同教育程度之遊客對旅遊意象、遊客滿意度與目的地忠誠度之評價皆有顯著差異。

Taiwan lifted the travel ban on Chinese tourists to visit Taiwan on July 18, 2008. From the increasing numbers of tourists from the mainland and the fact that China is ranked the number one choice in destinations for Taiwanese tourists travelling abroad, it can be easily seen that people from both sides of the strait consider each other’s country as one of their main choices for tour destinations. This study probed into the tourism experience of cross-strait tourists. Based on the abovementioned background and motive, this study aimed to examine the influence of tourist background and characteristics on their tourism motivations, tourism image, visitor satisfaction and destination loyalty in regard to the Sun Moon Lake National Scenic Area; a Structural Equation Model was applied to validate the correlations among these aspects, and then the key path influencing the destination loyalty of tourists towards national scenic areas was further investigated. In this study, the Sun Moon Lake National Scenic Area, where scenic spots are relatively concentrated and the tourist population is high, was used as the focus of the study to investigate the motivations of cross-strait tourists visiting the Sun Moon Lake National Scenic Area, their tourism perception of this area, and their level of satisfaction and loyalty after touring. The aim was to better understand any differences between tourists on both sides of the strait in regard to tourism demands in relation to national scenic areas; the results will serve as reference for tourism improvement and maintenance, and allow the cross-strait tourism industry to realize sustainable development.
This study implemented a field survey of the cross-strait tourists at Sun Moon Lake National Scenic Area and adopted convenience sampling; a total of 340 valid questionnaires were retrieved. SEM analysis indicated that the questionnaire had good explanatory power and reliability, signifying the suitability of the questionnaire as a satisfaction survey for national scenic areas. This study revealed the key influential factors on destination loyalty of tourists from both sides, respectively. It showed that for Taiwanese tourists, destination loyalty is most effectively achieved through tourism image; while for Chinese tourists, destination loyalty is most effectively achieved through tourism satisfaction, demonstrating differences in the factors leading to destination loyalty between the tourists from both sides. The results can serve as reference for the management of national scenic areas to accurately comprehend the market demands of tourists and to increase the number of tourists. Furthermore, the preference levels of tourists with different backgrounds shows there are significant differences among Taiwanese tourists with different educational background regarding the assessment of tourism image, visitor satisfaction and destination loyalty.

摘 要…………………………………………………………………………………………………………i
ABSTRACT ……………………………………………………………………………………………………iii
目 次…………………………………………………………………………………………………………v
表 次…………………………………………………………………………………………………………vii
圖 次…………………………………………………………………………………………………………viii
第一章 緒論………………………………………………………………………………………………1
第一節 研究動機與背景……………………………………………………………………………………1
第二節 研究目的……………………………………………………………………………………………4
第三節 研究流程……………………………………………………………………………………………4
第二章 文獻探討…………………………………………………………………………………………6
第一節 國家風景區…………………………………………………………………………………………6
第二節 兩岸遊客概況………………………………………………………………………………………7
第三節 旅遊動機……………………………………………………………………………………………10
第四節 旅遊意象……………………………………………………………………………………………13
第五節 遊客滿意度…………………………………………………………………………………………22
第六節 目的地忠誠度………………………………………………………………………………………24
第三章 研究設計…………………………………………………………………………………………26
第一節 研究假設發展與架構………………………………………………………………………………26
第二節 問卷設計……………………………………………………………………………………………30
第三節 研究範圍……………………………………………………………………………………………34
第四節 資料分析方法………………………………………………………………………………………35
第四章 資料分析與討論…………………………………………………………………………………39
第一節 樣本結構特性………………………………………………………………………………………39
第二節 測量模式衡量………………………………………………………………………………………42
第三節 結構模式衡量………………………………………………………………………………………45
第四節 遊客偏好差異分析…………………………………………………………………………………52
第五章 結論與建議………………………………………………………………………………………59
第一節 結論…………………………………………………………………………………………………59
第二節 研究限制與後續研究建議…………………………………………………………………………65
參考文獻………………………………………………………………………………………………………67
附錄A …………………………………………………………………………………………………………82

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