臺灣博碩士論文加值系統

隨著交通運輸工具與資訊科技的發展日新月異，埋藏在地球上各個角落令人驚奇的自然與人文景觀逐漸為人所知，並吸引人們前往一探究竟，至今，前往世界各地知名景點旅遊已成為觀光休閒活動中不可或缺的一環，同時也是推動國家與地方經濟成長的重要產業活動。隨著體驗經濟的時代到來，如何創造美好的體驗給遊客成為旅遊業者和旅遊目的地管理者重要的課題。而為了因應越趨龐大的旅遊人潮，研發行動性與功能性高的個人化導覽方式是提供遊客良好的旅遊體驗方式之一。
本研究欲瞭解遊客使用擴增實境導覽應用程式對其在野柳地質公園的體驗之影響，本研究以目的地品牌體驗模型（Destination Brand Experience, DBE）為理論基礎進行分析，以新空間國際有限公司所推出之「野柳行」應用程式為實測軟體。研究調查採量化研究設計，實際發放正式問卷450份，回收384份有效問卷，以偏最小平方法（Partial Least Squares, PLS）驗證本研究架構之適用性，希冀研究之結果能提供學術研究上目的地品牌體驗相關概念之整合架構模型，並提供未來實務應用方面相關旅遊目的地管理組織和技術人員開發參考，使其更加符合市場需求與期待，延伸出更多元的應用，強化台灣旅遊景點之目的地品牌。

Along with rapid development of transportation and information & communication technologies (ICTs), mobile phones with multi-functional applications (Apps) have been useful travel tools for tourists. How to develop wide variety of applications to meet tourists’ demand has become one of the primary issues. Therefore, this study aim to research tourists’ experiences of using Augmented Reality (AR) guidance application to go sightseeing at Yehliu Geopark in northern Taiwan. Destination Brand Experience (DBE) model will be applied as basis of the research framework to progress partial least squares (PLS) Algorithm and Bootstrapping by using PLS path modeling in SmartPLS 3.0. A total of 450 questoinnaires were distributed and 384 usable samples were obtained. The findings suggest that DBE is an important determinant of revisit intentions and word-of-mouth, butsatisfaction is a strong mediating variation. Besides, there are distinct variations, behavioral DBE and sensory DBE, playing leading roles in significant DBE components. The paper concludes with management implications and practice recommendations for the future research and developers of AR guidance application.

書名頁 i
論文口試委員審定書 ii
摘要 iii
英文摘要 iv
誌謝 v
目錄 vi
表目錄 viii
圖目錄 x
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與問題 5
第三節 研究對象與範圍 6
第四節 研究流程 7
第貳章 文獻回顧 8
第一節 地質公園 8
第二節 目的地品牌體驗 14
第三節 擴增實境 22
第參章 研究方法 27
第一節 研究設計與研究架構 27
第二節 抽樣設計 35
第三節 研究工具 38
第四節 資料分析方法 40
第肆章 結果與討論 43
第一節 描述性統計分析 43
第二節 信度與效度分析 52
第三節 獨立樣本t檢定與單因子變異數分析 58
第四節 模型分析與假說驗證 77
第伍章 結論與建議 82
第一節 研究結論與貢獻 82
第二節 管理意涵與實務建議 87
第三節 研究限制與未來研究方向 89
參考文獻 91
附錄：實測問卷 103

一、中文部分
王鑫（2003）。地質公園的設置與推動。地景保育通訊，19，2-8。
王鑫、李光中（2002）。地質公園之設置推動及環境管理監測。台北市：行政院農業委員會委託研究報告。
林俊全（2010）。地質公園。地景保育通訊，30，38-39。
林裕強、林雪美（2008）。野柳蕈狀岩受人為壓力影響之研究。中國地理學會會刊，41，17-33。
施照輝（2005）。野柳地質公園的轉型紀要與發展方向。地景保育通訊，23，5-11。
紀瑋婷（2015）。室內藝術畫展覽空間之擴增實境導覽（未出版碩士論文）。國立交通大學，新竹市。
張玉蓮（2014）應用擴增實境行動導覽以提升古蹟襲產參訪者之地方感（未出版碩士論文）。國立台灣師範大學，台北市。
張俊民、郭瑜堅（2012）。野柳地質公園遊客擁擠知覺對遊客滿意度、服務品質及忠誠度之影響。真理大學觀光旅遊空間資訊暨數位學習研究發展中心未出版研究計畫。
陳怡靜（2014）情境式行動學習結合擴增實境技術於圖書館導覽之應用（未出版碩士論文）。國立台灣師範大學，台北市。
陳韋宏（2009）。公私協力治理模式應用於國家風景區景點：以野柳地質公園為例。碩士論文。台灣大學，台北市。
黃禎豐、林東正、蘇聖珠（2013）。品牌體驗與產品涉入對顧客滿意之影響：零散型產業為例。健行學報，33（3），75-85。
趙信甫（2003）。地質公園的評鑑與認證。地景保育通訊，19，13-18。
二、英文部分
Aaker, D. A. (1996). Building strong brands. New York, NY: The Free Press.
Anderson, J. (1983). The architecture of cognition. Cambridge, MA: Harvard University Press.
Anderson, J.C., & Gerbing D.W. (1988): Structural Equation Modeling in Practice: A Review and Recommended Two - Step Approach. Psychological Bulletin, 103, 411-423.
Andrea, M.S., Suzanne, D.C., & Dawn, D. (2002). The Geotourism Study: Phase I Executive Summary. The Research Department of theTravel Industry Association of America.Washington, D.C.
Azuma, R. T. (1997). A survey of augmented reality. Teleoperators and Virtual Environments, 6(4), 355-385.
Azuma, R. T., Baillot, Y., Behringer, R., Feiner, S., Julier, S., & MacIntyre, B. (2001) Recent Advances in Augmented Reality. IEEE Computer Graphics and Applications, 21(6), 34-47.
Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74-94.
Baloglu, S., & McCleary, K. (1999). A model of destination image formation. Annals of Tourism Research, 26(4), 868-897.
Barnes, Mattson, & Flemming. (2014). Destination brand experience and visitor behavior: Testing a scale in the tourism context. Annals of Tourism Research, 48, 121-139
Berryman, D. R. (2012). Augmented reality: a review.Medical Reference Services Quarterly 31(2), 212-218.
Blain C, Levy SE, & Ritchie B. (2005). Destination branding: insights and practices from destination managementorganizations. Journal of Travel Research, 43(4), 328-338.
Boo, S., Busser, J., & Baloglu, S. (2009). A model of consumer-based brand equity and its Application to multiple destinations.Tourism Management, 30, 219-231.
Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: What is it? Howis it measured? Does it affect loyalty? Journal of Marketing, 73(3), 52-68.
Buhalis, D. (2000). Marketing the competitive destination of the future. Tourism Management, 21, 97-116.
Cai, L. A. (2002). Cooperative branding for rural destination. Annals of Tourism Research, 29(3), 720-742.
Cassel, C.M. Hackl, P., & Westlund, A. H., On Measurement of Intangible Assests: A Study of Robustness of Partial Least Squares, Total Quality Management, 11(7), 897-908.
Chang, K. E., Chang, C. T., Hou, H. T., Sung, Y. T., Chao, H. L., & Lee, C. M.(2014). Development and behavioral pattern analysis of a mobile guide system with augmented reality for painting Appreciation instruction in an art museum.Computers & Education, 71, 185-197
Chi, C. G., & Qu, H. (2008). Examining the structural relationships of destination image, tourist satisfaction and destinationloyalty: An integrated Approach. Tourism Management, 29, 624-636.
Chin, W., &Newsted, P. (1999). Structural Equation Modeling Analysis with Small Samples Using Partial Least Squares. In Rich Hoyle (Eds.), Statistical Strategies for Small Sample Research (pp. 307-341). Sage Publications.
Clarke, J. (2000). Tourism brands: An exploratory study of the brands box model. Journal of Vacation Marketing, 6(4), 329–45.
D.-I. Han, T., &Jung, A. G. (2013). Dublin AR: Implementing Augmented Reality in Tourism. Information and Communication Technologies in Tourism 2014. Springer, 511-523.
Deng, Q., & Li, M. (2014). A model of event-destination image transfer. Journal of Travel Research, 53(1), 69-82.
Efron, B. (1979). Bootstrap methods: another look at the jackknife. The Annals of Statistics, 7(1), 1-26.
Ekinci, Y., & Hosany, S. (2006). Destination personality: An Application of brand personality to tourism destinations. Journal of Travel Research, 45(2), 127-139.
Ekinci, Y., Sirakaya-Turk, E., & Baloglu, S. (2007). Host image anddestination personality, Tourism Analysis, 12(5), 433-446.
Fornell, C. (1992). A National Customer Satisfaction Baromer: The Swedish Experience, Journal of Marketing, 56, 61-103
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 39-50.
Fritz, F., Susperregui, A., & Linaza, M.T. (2005). Enhancing Cultural Tourism experiences with Augmented Reality Technologies. The Eurographics Association.
Garcia, J.A., Gomez, M., & Molina, A. (2012). A destination-branding model: An empiricalanalysis based on stakeholders. Tourism Management. 33, 646-661.
Govers, R., & Go, F. M. (2004). Cultural identities constructed, imagined and experienced: A 3-gap tourism destination imagemodel. Tourism Interdisciplinary Journal, 52(2), 165-182.
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2006). Multivariate Data Analysis (Vol. 6). Upper Saddle River, NJ: Pearson Prentice Hall.
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing theory and Practice, 19(2), 139-152.
Hassan, S. B., Hamid, M. S. A., & Bohairy, H. A. (2010). Perception of Destination Branding Measures: A Case Study of Alexandria Destination Marketing Organizations. International Journal of Euro-Mediterranean studies, 3(2), 269-288
Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing. Advances in International Marketing, 20, 277-319
Hosany, S., Ekinci, Y., & Uysal, M. (2007), Destination image anddestination personality, International Journal of Culture, Tourism andHospitality Research, 1(1), 62-81.
Hudson, S., & Ritchie, J.R.B. (2009). Branding a Memorable Destination Experience. The Case of ‘Brand Canada’. International Journal of Tourism Research, 11(2), 217-228.
Hulland, J. (1999). Use of partial least squares (PLS) in strategic management research: A review of four recent studies. Strategic management journal, 20(2), 195-204.
Iglesias Bedós, O., Singh, J. & Batista-Foguet, J. (2011). The role of brand experience and affective commitment in determining brand loyalty. Journal of Brand Management, 18(8), 570-582.
Johnson, L., Levine, A., Smith, R., & Stone, S. (2010). The 2010 horizon report. Austin, Texas: The New Media Consortium.
Kaplanidou, K., & Vogt, C. (2003). Destination branding: Concept and measurement. Michigan: Travel Michigan and Michigan State University.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-basedbrand equity. Journal of Marketing, 57(1), 1-23.
KnApp D, Sherwin G. (2005). Destination BrandScience.Washington, DC: International Association of Convention andVisitor Bureaus.
Konecnik, M., & Gartner, W. C. (2007). Customer-based brand equity for a destination. Annals of Tourism Research, 34(2),400–421.
Kotler, P., & Gertner, D. (2004). Country as brand, product and beyond: A place marketing and brand management perspective.In N. Morgan, A. Pritchard, & R. Pride (Eds.), Destination branding (2nd ed., pp. 40-56). Burlington, MA: Elsevier Butterworth-Heinemann.
Kozak, M. & Rimmington, M. (2000). Tourist satisfaction with Mallorca, Spain, as anoff-season holiday destination. Journal of Travel Research, 38(1), 260-269.
Linaza, M. T., Gutierrez, A., & García, A. (2013). Pervasive augmented reality games to experience tourism destinations.Information and Communication Technologies in Tourism 2014 (pp. 497-509). Springer International Publishing.
Maklan, S., & Klaus, P. (2011). Customer experience: Are we measuring the right things? International Journal of Market Research, 53(6), 771-792.
Mark, B. Hirokazu, K., & Ivan, P. (2001). The MagicBook: a Transitional AR Interface, In: Computers & Graphics, 25, 745-753.
Martín-Ruiz, D., Barroso-Castro, C., & Rosa-Díaz, I. M. (2012). Creating customer valuethrough service experiences: An empirical study in the hotel industry. Tourism andHospitality Management, 18(1), 37-53.
McKercher, B. & Du Cros, H., (2003). Testing a Cultural Tourism Typology, The International Journal of Tourism Research, 5(1), 45–58.
Milgram, P. & Kishino, F. (1994). A Taxonomy Of Mixed Reality Visual Displays. IEICE Transactions on Information and Systems, 77(12), 1321-1329.
Morgan, N., Pritchard, A., & Pride, R. (2004). Destination branding: Creating theUnique destination Proposition. Oxford: Butterworth Heinemann
Murphy, L., Moscardo, G., & Benckendorff, P. (2007). Using brand personality to differentiate regional tourism destinations.Journal of Travel Research, 46, 5-14.
Nam, J., Ekinci, Y., & Whyatt, G. (2011). Brand equity, brand loyalty and consumer satisfaction. Annals of Tourism Research, 38(3),1009–1030.
Nicolau, J.L. & Mas, F.J. (2015). Detecting free riders in collective brands through a hierarchical choice process. Journal of Travel Research. 54(3). 288-301
Oliver, R. L. (1997). Satisfaction: A behavioral perspective on the consumer. Boston: McGraw-Hill.
Olsson, T., & Väänänen-Vainio-Mattila, K. (2011). Expected user experience with mobileaugmented reality services. In Workshop of Mobile Augmented Reality, MobileHCI.
Oppermann, M. (2000). Tourism destination loyalty. Journal of Travel Research, 39(1), 78-84.
Osman, Z., & Sentosa, I. (2013). Mediating effect of customer satisfaction on service quality and customer loyalty relationship in Malaysian rural tourism. International Journal of Economics, Business and Management Studies, 2(1), 25-37.
Padgett, D, & Allen, D. (1997). Communicating Experiences: A Narrative Approach to Creating Service Brand Image, Journal of Advertising. 26, 49-62.
Pang, Y., Nee, A., Ong, S., Yuan, M., & Youcef-Toumi, K. (2006). Assembly feature design in anaugmented reality environment. Assembly Automation, 26(1), 34–43.
Park, S.Y., & Petrick, J. F. (2006). Destinations perspectives of branding. Annals ofTourism Research, 33(1), 262-265.
Pine, B. J., & Gilmore, J. H. (1998). Welcome to the experience economy. Harvard Business Review, 76, 97-105.
Pine, J. B., & Gilmore, J. H. (1999). The experience economy. Cambridge, MA: Harvard Business School Press.
Pizam, A., & Sussmann, S. (1995). Does nationality affect tourism behavior? Annals of Tourism Research, 22(4), 901–917.
Preacher, K. J., & Hayes, A. F. (2008). Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models. Behavior Research Methods, 40(3), 879-891.
Prentice, R., Guerin, S., & McGugan, S. (1998). Visitor learning at a heritage attraction: a case study of Discovery as a media product. Tourism Management, 19(1), 5-23
Priestnall, G. (2009). Landscape visualization in fieldwork. Journal of Geography in Higher Education, 33, Supplement 1, S104-S112.
Raymond, L., Brisoux, J. & Azami, A. (2001). Marketing Information Systems Practices in Small Manufacturing Firms: Antecedents and Consequences. Journal of Computer Information Systems, 41(3), 32-41.
Raymond, L.P.-A., Julien, & Ramangalaby, C. (2001). Technological Scanning by Small Canadian Manufacturers. Journal of Small Business Management, 39(2), 123-138.
Richins, Marsha L. (1997). Measuring Emotions in the Consumption Experience, Journal of Consumer Research, 24, 127-46.
Ringle, C., Wende, S., & Will, A. (2005). SmartPLS 2.0 (Beta). Hamburg, (www.smartpls.de).
Ritchie, J. B., & Crouch, G. I. (2003). The competitive destination: A sustainable tourism perspective. Wallingford: CABI Publishing.
Ryan, M.J., Rayner, R., & Morrison, A. (1999). Diagnosing Customer Loyalty Drivers. Marketing Research, 11, 19-36.
Schmitt, B. H. (1999).Experiential Marketing.Journal of Marketing Management, 15, 53-67.
Sobel, M. E. (1982). Asymptotic confidence intervals for indirect effects in structural equation models. Sociological Methodology, 13(1982), 290-312.
United Nations Educational Scientific and Cultural Organization. (1999). UNESCO Geoparks Programme - A New Initiativeto Promotea Global Networkof Geoparks Safeguarding and Developing Selected Areas Having Significant Geological Features. France, Paris: Executive Board.
Urbach, N., & Ahlemann, F. (2010). Structural equation modeling in information systems research using partial least squares. Journal of Information Technology Theory and Application, 11(2), 5-40.
Vlahakis, V., Ioannidis, N., Karigiannis, J., Tsotros, M., Gounaris, M., Stricker, D., Gleue, T., Daehne, P., & Almeida, L. (2002). Archeoguide: An Augmented Reality Guide for Archaeological Sites. Computer Graphics and Applications, IEEE, 22(5), 52-60
Walls, A. R. (2013). A cross-sectional examination of hotel consumer experience andrelative effects on consumer values. International Journal of Hospitality Management, 32, 179-192.
Wold, H. (1982). Soft modeling: the basic design and some extensions. In K.G. Jöreskog & H. Wold (Eds.) Systems under indirect observations: Causality, structure, prediction. Part 2, Amsterdam, North-Holland.1-54
Wrenn, E. (2012). Google glasses on sale for $1,500: Firm launches prototype augmented realityeyewear with spectacular skydiving demo. Mail Online. Retrieved from http://www.dailymail.co.uk/sciencetech/article-2165818/Google-Glass-augmented-reality-specsavailable-NOW-1-500.html
Yoon, Y & Uysal, M. (2005). An examination of the effects of motivation and satisfaction on destination loyalty: a structural model. Tourism Management, 26(1), 45-56.
Yuksel, A., Yuksel, F., & Bilim, Y. (2010). Destination attachment: Effects on customer satisfaction and cognitive, affective andconative loyalty. Tourism Management, 31, 274-284.
Zeithaml, V. A., Berry, L.L. & Parasuraman, A. (1996). The behavioural consequences of service quality. Journal of Marketing Management, 60, 31-46.