臺灣博碩士論文加值系統

隨著兩岸交流的日趨頻繁，無論從臺灣觀光市場的需求面或供給面來看，開放大陸遊客來臺觀光旅遊勢必成為未來政策趨勢。因此，如何改善旅遊景點旅遊意象並有效利用資源為當務之急。本研究以日月潭國家風景區之大陸遊客為研究樣本進行實證，探討大陸遊客對日月潭國家風景區的旅遊意象、知覺品質、知覺價值、滿意度與行為意圖的關係，以提供國家風景區管理單位可行策略與建議。本研究採用便利抽樣進行問卷施測，總計發出700份，有效問卷672份，回收率96％。以描述性統計、t檢定、單因子變異數分析、雪費法事後比較檢定各項變數與人口統計變項與旅遊特性變數關係，最後採取結構方程模式進行變數模式關係之驗證。其研究結果顯示如下：
1、「旅遊意象」對「知覺品質」有正向顯著的影響，此意謂著遊客對於旅遊意象
越高，其對於知覺品質的認知也越高。
2、「旅遊意象」對「行為意圖」有正向顯著的影響，旅遊意象會透過「知覺品質」、
「知覺價值」與「滿意度」對行為意圖產生間接影響，
知覺品質、知覺價值與滿意度在整個模式中扮演中介角色。
3、「旅遊意象」對「知覺價值」有正向顯著的影響，此意謂著遊客對於旅遊意象
越高，其對於知覺價值的認知也越高。
4、「旅遊意象」對「滿意度」有正向顯著的影響，此意謂著遊客對於旅遊意象越
高，其對於滿意度的認知也越高。
5、本研究結果顯示，除了知覺品質對知覺價值未顯著外，本研究的理論架構與
研究假設大多獲得支持。因此，為了讓大陸遊客對日月潭國家風景區留下深
刻美好的印象、良好的口碑與提高遊客的正向行為意圖，國家風景區之管理
當局可針對這些構面的提升作有效規劃，提供大陸地區遊客在生理及心理上的滿
足。
關鍵字：旅遊意象、知覺品質、知覺價值、滿意度、行為意圖

With more and more prevalent cross-strait interactions, Main- Land China tourists’ traveling to Taiwan has become an important issue. Governments, industries and scholars in Taiwan are all estimating how much this will contribute to the Taiwan economy development. Thus, it is important to improve tourism image of scenic areas by using resources efficiently. This study investigated the relationships among tourism image, service quality, perceived value, satisfaction and behavioral intention with Mainland China tourists who take a trip in Sun-Moon Lake National Scenic Area in order to provide viable strategies and suggestions to related beroau.
A structured questionnaire was designed to collect the empirical data for the research by using convenience sampling method. A total of 700 questionnairs were delivered and 672 effective samples were obtained. The data were analyzed by descriptive statistics, t-test, one-way ANOVA, posterior comparison Scheffé Test and SEM(Structural Equation Modeling) to analyze the study results and examine the research hypotheses. The results of this study were as follows：
1、「Tourism Image」has obvious positive effect on「Service Quality」, and it means that the higher the tourism image was, the higher the service quality recognition from the tourists will be.
2、「Tourism Image」 has obvious positive effect on 「Behavioral Intention」,and
through three medium variables「Service Quality」、「Perceived Value」and
「Satisfaction」,three positive and indirect effects are generated. Therefore,
the higher the tourism image was, the higher the behavioral intention will
be；and the medium effects of service quality, perceived value and
satisfaction help to enhance behavioral intention.
3、「 Tourism Image」 has obvious positive effect on「Perceived Value」, and
it means that the higher the tourism image was, the higher the perceived
value recognition from the tourist will be.
4、「Tourism Image」has obvious positive effect on「Satisfaction」, and it means
that the higher the tourism image was, the higher the satisfaction recognition
from the tourist will be.
5、In this research, theoretical constructs and hypotheses are almost supported except for the relationships between service quality and perceived value. Therefore, related bureau can follow these outputs of dimensions to improve the recreational area, and let Main-Land China tourists’can be satisfied physiologically and psychologically with deeper tourism image, getting word of mouth, and more positive behavioral intention.
【Keywords】tourism image, service quality, perceived value, satisfaction,
behavioral intention.

目 錄
中文摘要 i
英文摘要 iii
誌謝 v
目錄 vi
表目錄 viii
圖目錄 x
第一章 緒論
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 待答問題 3
第四節 研究流程 4
第五節 研究範圍與限制 5
第六節 名詞解釋 5
第二章 文獻回顧
第一節 旅遊意象 7
第二節 知覺品質 17
第三節 知覺價值 24
第四節 滿意度 28
第五節 行為意圖 35
第六節 研究假設推導 42
第三章 研究方法
第一節 研究架構與假設 47
第二節 界定研究範圍、對象與抽樣方法 50
第三節 研究工具 51
第四節 資料分析方法 56
第五節 量表信效度分析 58
第四章 結果分析與討論
第一節 描述性統計 72
第二節 人口統計變數與旅遊行為對旅遊意象、知覺品質、知覺價值、滿意
度與行為意圖平均數差異檢定 76
第三節 整體模式之驗證 84
第五章 結論與建議
第一節 結論 92
第二節 建議 95
參考文獻 100
附錄1 問卷 113













表 目 錄
表2-1-1 旅遊目的地屬性項目 11
表2-2-1 服務品質的構面 20
表2-2-2 SERVQUAL量表構面比較 21
表2-2-3 SERVQUAL量表的衡量構面及組成項目 22
表2-3-1 知覺價值之定義 25
表2-4-1 顧客滿意度之衡量構面 33
表2-5-1 行為意圖之定義 36
表2-5-2 行為意圖量表 40
表3-3-1 旅遊意象量表 52
表3-3-2 知覺品質量表 53
表3-3-3 知覺價質量表 54
表3-3-4 滿意度量表 54
表3-3-5 行為意圖量表 55
表3-5-1 旅遊意象變數項目分析摘要表 58
表3-5-2 知覺品質變數項目分析摘要表 59
表3-5-3 知覺價值變數項目分析摘要表 59
表3-5-4 滿意度變數項目分析摘要表 59
表3-5-5 行為意圖變數項目分析摘要表 60
表3-5-6 旅遊意象變數信度分析摘要表 61
表3-5-7 知覺品質變數信度分析摘要表 62
表3-5-8 知覺價值變數信度分析摘要表 63
表3-5-9 滿意度變數信度分析摘要表 63
表3-5-10 行為意圖變數信度分析摘要表 64
表3-5-11 旅遊意象變數驗證性分析信度分析摘要表 65
表3-5-12 旅遊意象變數各因素構面相關與區別效度分析表 66
表3-5-13 旅遊意象驗證性因素模式配適度考驗指標 66
表3-5-14 知覺品質變數驗證性分析信度分析摘要表 68
表3-5-15 知覺品質變數各因素構面相關與區別效度分析表 69
表3-5-16 知覺品質驗證性因素模式配適度考驗指標 69
表3-5-17 知覺價值、滿意度、行為意圖變數驗證性分析信度分析摘要表 70
表3-5-18 知覺價值、滿意度、行為意圖變數驗證性因素模式適配度考驗指標 71
表4-1-1 次數與百分比摘要表－性別 72
表4-1-2 次數與百分比摘要表－年齡 72
表4-1-3 次數與百分比摘要表－婚姻狀況 73
表4-1-4 次數與百分比摘要表－職業 73
表4-1-5 次數與百分比摘要表－教育程度 74
表4-1-6 次數與百分比摘要表－家庭年收入 74
表4-1-7 數與百分比摘要表－旅遊主要目的 75
表4-1-8 數與百分比摘要表－旅遊主要訊息來源 75
表4-2-1 不同人口統計變數與旅遊行為特性對依變數之平均數差異檢定 82
表4-3-1 假設模式之整體適配度考驗指標 84
表4-3-2 影響效果係數表 87
表4-3-3 模式參數估計表 91







圖 目 錄
圖1-3-1 研究流程圖 4
圖2-1-1 整體觀光意象構成 9
圖2-1-2 旅遊意象成分 12
圖2-1-3 旅遊意象形成的通用模式 13
圖2-1-4 旅遊意象形成過程模式圖 14
圖2-1-5 旅遊意象的衡量方法 15
圖2-2-1 服務品質的決定因素 18
圖2-2-2 P.Z.B.服務缺口模型 19
圖3-1-1 研究架構圖 48
圖4-3-1 驗證模式圖 90

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