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研究生:鍾佩君
研究生(外文):Pei-Chun Chung
論文名稱:從文化距離和文化景點類型選擇偏好探討來臺華人旅客知覺價值
論文名稱(外文):Investigation of Perceived Value of Chinese Tourist to Taiwan - From Cultural Distance and Preference of Type Selections for Cultural Attractions
指導教授:李俊鴻李俊鴻引用關係
指導教授(外文):Chun-Hung Lee
學位類別:碩士
校院名稱:國立東華大學
系所名稱:社會暨公共行政學系
學門:社會及行為科學學門
學類:社會學類
論文種類:學術論文
論文出版年:2011
畢業學年度:99
語文別:中文
論文頁數:118
中文關鍵詞:文化距離華人旅客知覺價值文化景點類型選擇
外文關鍵詞:cultural distanceChinese touristperceived valuetype selection of cultural attraction
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文化吸引已成為國家發展觀光的關鍵因素,而瞭解旅客在文化景點的選擇行為,將成為我國發展文化觀光業的重要依循。自政府開放大陸地區人民來臺觀光後,觀光人數持續成長,其中又以來自華人地區旅客為多數,顯示華人旅客對我國觀光市場的代表性及重要性。雖然華人旅客皆擁有近似文化背景,但在不同時空背景發展之下,也各自擁有其獨有之文化,因此本研究欲瞭解不同國家(中國大陸、香港、澳門、新加坡及馬來西亞)華人旅客對臺灣文化距離的認知因素,並探討其對文化景點的選擇行為偏好與本次旅遊感受。本研究從文化距離認知角度與文化景點選擇偏好探討華人旅客對本次旅遊的知覺價值。
研究結果顯示:(1)「人際互動」因素為華人旅客最重視之文化距離認知,「情感取向」為華人旅客最重視之知覺價值因素;(2)發現不同國家的華人對臺灣文化距離有顯著差異,其中以中國大陸的旅客在各項文化距離認知與臺灣最為相近;(3)文化近似型的旅客人數最多,且對臺灣旅遊給予最高的知覺價值評價,為最重要的市場區隔群體;(4)文化距離對旅遊知覺價值、滿意度及忠誠度呈現正向相關,但與忠誠度呈現負相關;(5)發現婚姻、教育、年齡、收入、情感取向認知、自我提昇認知、景點機能認知、語言同質型及知覺價值認知等變數皆會對文化景點選擇偏好造成顯著影響。

Cultural attractions have already become the crucial factor to for countries to develop tourism, while the appreciation of selection behavior for cultural attractions among tourists can become the importance guideline to develop cultural and tourism industry in our country. Since our government has lifted ban on tourism for people from mainland China to Taiwan, the population of tourism has continued to grow, while the number of Chinese tourist is considered as the majority, showing the representation and importance of Chinese tourist to our tourism market. Though Chinese tourists are found with similar with cultural background, they have their unique and own culture under diverse development of time and space. It is why this study would like to appreciate the perception value of Chinese tourist towards cultural distance of Taiwan from different countries (mainland China, Hong Kong, Macau, Singapore, and Malaysia), and investigate the preference of selection behavior for cultural attractions as well as perception for this travel. This study would conduct from perception value of cultural distance and selection preference of cultural attractions to explore the perception value of Chinese tourist for this travel.
As indicated from the study results: 1. factor as “social interaction” is considered as the most highly regarded cognition of cultural distance by Chinese tourist, while “emotional approach” is reckoned as the most highly regarded factor of perception value by Chinese tourist; 2. it is found that there is prominent gap among Chinese from different countries towards cultural distance of Taiwan, while tourist from mainland China is found with the closest in terms of various perceptions for cultural distance to those of Taiwan; 3. it is found that the number of tourist as “mode of cultural similarity” among Chinese tourist to Taiwan accounts the greatest, and they have awarded the highest evaluation of perception value for travel to Taiwan, considered as the most important group for market segregation; 4. cultural distance is found with positive correlation with perception value of travel and satisfaction, but negative correlation with loyalty; 5. it is found that marriage, education, age, income, cognition of emotional approach, cognition of self-enhancement, cognition of attraction function, homogeneity of language, and cognition of perception value and other variables can exert significant impact upon selection preference for cultural attractions.

第一章 緒論
第一節 研究動機與研究目的
第二節 研究範圍與流程架構
第三節 華人分佈概述
第二章 文獻探討
第一節 文化距離
第二節 知覺價值
第三節 文化景點選擇及類型
第三章 研究設計
第一節 研究架構及變項之操作性定義
第二節 問卷設計及抽樣設計
第三節 研究方法
第四節 受訪旅客樣本特性
第四章 實證分析內容
第一節 信度與效度
第二節 文化距離與知覺價值因素分析
第三節 文化距離之集群分析
第四節 文化距離集群與旅客行為之交叉分析
第五節 華人旅客文化認知差異分析
第六節 旅客文化距離、知覺價值、滿意度及忠誠度結構方程模型
第七節 景點選擇之多項羅吉特分析
第八節 從不同國籍、景點選擇及文化集群在知覺價值、滿意度及忠誠度之雙因子變異數分析
第五章 結論與建議
第一節 結論
第二節 建議
第三節 研究限制與未來研究建議
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