臺灣博碩士論文加值系統

本研究之研究目的為：(1)探討大陸來台旅客屬性、旅遊特性與其旅遊參與型態間的相關性；(2)瞭解大陸來台旅客對於台灣的觀光形象的滿意度程度，並探討觀光形象分項滿意度之構面；(3)探討不同旅客屬性、旅遊特性及旅遊參與型態之大陸來台旅客在觀光形象滿意度上的差異；(4)探討大陸來台旅客對台灣觀光形象分項滿意度與其整體滿意度的關係；(5)探討大陸來台旅客對台灣的觀光形象滿意度與其重遊意願的關係。

本研究範圍為針對於91年度經由桃園中正機場、及高雄小港機場兩處出境的大陸遊客進行問卷訪談，以立意抽樣方式，總共發放400份問卷，回收之有效問卷為381份。研究結果如下: 大陸來台旅客屬性及旅遊特性與其旅遊參與型態呈現顯著相關；不同旅客屬性、旅遊特性及旅遊參與型態的大陸來台旅客，對台灣觀光形象滿意度具有顯著差異；而大陸旅客對台灣觀光形象滿意度介於普通與稍滿意之間，觀光形象分項滿意度可分為「接待旅行社及導遊服務滿意度」與「觀光環境滿意度」兩個構面，觀光形象整體滿意度會受觀光形象分項滿意度構面的影響，且觀光環境滿意度與整體滿意度為大陸來台旅客重遊意願預測模式的顯著判別因素。

The purposes of the study are 1) to investigate the relationships among sociodemographics, travel characteristics and travel participation patterns of China travelers. 2) to analyze the level of satisfactions toward Taiwan tourism images by China travelers. 3) to examine whether there exist significant differences in the level of satisfactions toward Taiwan tourism images among different sociodemographics, travel characteristics and travel participation patterns, respectively. 4) to examine the relationship between individual tourism image satisfactions and the overall satisfactions. 5) to investigate the relationship between the overall satisfactions and the revisiting willingness.

By using purposeful sampling toward the China travelers passing through the Chiang Kai-Shek and Kaohsiung international airports in year 2002, 381 valid questionnaires are obtained. Major findings of the study are stated as follow: China travelers’ sociodemographic and travel characteristics are significantly related to their travel participation patterns. There exist significant differences in the level of satisfactions toward Taiwan tourism images among different sociodemographics, travel characteristics and travel participation patterns, respectively. The overall satisfaction is significant effected by the travel agencies and tour guides on their services factor, and the tourism environment factor. In the discriminant model, the tourism environment satisfaction factor and overall satisfaction are significant influencing variables.

第1章 緒論..................................................................................................................1

1.1 研究動機............................................................................................................1

1.2 研究目的............................................................................................................3

1.3 研究範圍............................................................................................................3

1.4 研究流程............................................................................................................5

第2章 文獻回顧..........................................................................................................6

2.1 開放大陸地區人民來台觀光之現況分析........................................................6

2.2 消費者行為理論..............................................................................................13

2.3 旅遊參與型態..................................................................................................20

2.4 觀光形象..........................................................................................................24

2.5 滿意度理論......................................................................................................27

第3章 研究設計.......................................................................................................32

3.1 研究架構..........................................................................................................32

3.2 研究變項定義..................................................................................................33

3.3 研究假設..........................................................................................................35

3.4 問卷設計..........................................................................................................36

3.5 調查設計..........................................................................................................38

3.6 資料分析方法..................................................................................................40

第4章 調查結果與分析...........................................................................................42

4.1 旅客屬性分析..................................................................................................42

4.2 旅遊屬性分析..................................................................................................44

4.3 旅遊參與型態分析..........................................................................................49

4.4 觀光形象滿意度與重遊意願分析..................................................................55

4.5 研究假設檢定..................................................................................................60

第5章 結論與建議...................................................................................................83

5.1 結論..................................................................................................................83

5.2 建議..................................................................................................................87

參考文獻.....................................................................................................................88

問卷.............................................................................................................................95

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