臺灣博碩士論文加值系統

對於穆斯林遊客到非穆斯林國家旅遊的研究文獻較少，特別是位處東亞的台灣。為了補足這個缺口，本研究欲瞭解對於目的地形象、遊客滿意度及目的地忠誠度之間的關係，以及遊客滿意度的中介效果與伊斯蘭屬性的調節作用。本研究透過前往台灣旅遊景點之印象，分析穆斯林遊客的觀點。採用SPSS 24.0對300名到台灣的穆斯林遊客進行了分析，其結果顯示遊客滿意度於目的地忠誠度與目的地形象間之中介效果顯著；然而，伊斯蘭屬性在目的地形象與遊客滿意度間的調節效果並不顯著。本研究成果將有助於更進一步瞭解台灣的旅遊管理，並可與穆斯林遊客在其他穆斯林國家旅行的研究結論進行比較。

Research that focuses on Muslim tourists who travel to non-Muslim countries, especially to Taiwan as part of the East Asia, is rare. To fill this gap, this study examines the relationships among destination image, tourist satisfaction, and destination loyalty, as well as the mediating effect of satisfaction and the moderating effect of Islamic attributes of destination. Specifically, this study analyzes the perspectives of Muslim tourists through the impression of their travel to tourist attractions in Taiwan. The results taken from 300 Muslim tourists who traveled to Taiwan were systematically analyzed with statistical methods using SPSS 24.0, which revealed that significant output of tourist satisfaction and destination loyalty in interacting with destination image in Taiwan. Tourist satisfaction as the mediating effect is crucial in connecting destination image and destination loyalty, in order to provide a good stimulus and positive effect towards the tourism industry. Islamic attributes of destination play a moderating role between destination image and tourist satisfaction, which also is an essential part of the consideration for tourists during their traveling. In addition, Islamic attributes of destination are found to be unsupportive in moderating the relationship between destination image and tourist satisfaction. However, Islamic attributes of destination as the moderating effect contribute to a better understanding of tourism management in Taiwan, and a comparison with other studies of tourist traveling in Muslim countries is analyzed and discussed in conclusions.

Table of Contents
摘 要 i
Abstract ii
Acknowledgement iii
Table of Contents iv
List of Tables vii
List of Figures viii
CHAPTER 1 1
INTRODUCTION 1
1.1 Research Background 1
1.2 Research Gaps and Research Questions 3
1.3 Research Objective and Scope of this Research 5
1.4 Research Procedure 6
CHAPTER 2 8
LITERATURE REVIEW 8
2.1 Halal Tourism in Taiwan 8
2.2 Islamic Attributes of Destination 10
2.3 Destination Image 12
2.4 Tourist Satisfaction 13
2.5 Destination Loyalty 14
CHAPTER 3 16
RESEARCH METHODOLOGY 16
3.1 Conceptual Framework 16
3.1.1 Tourist satisfaction and destination loyalty 16
3.1.2 Destination image and tourist satisfaction 17
3.1.3 The Mediating role of “tourist satisfaction” between destination image and destination Loyalty 18
3.1.4 The Moderating effect of Islamic attributes of destination between destination Image and tourist satisfaction 19
3.2 Research Design 21
3.3 Variables 22
3.4 Sampling Method 24
3.5 Data Analysis Method 25
3.5.1 Descriptive statistics analysis 25
3.5.2 Factor analysis and reliability test 25
3.5.3 T-test 25
3.5.4 ANOVA 26
3.5.5 Multiple linear regressions 26
3.5.6 Correlation analysis 26
3.6 Questionnaire Pre-test 26
3.6.1 Tourist satisfaction 27
3.6.2 Destination loyalty 27
3.6.3 Islamic attributes of destination 28
3.6.3.1 Worship facilities 28
3.6.3.2 Halalness 29
3.6.3.3 Alcohol & Gambling free 29
3.6.3.4 Islamic morality 30
3.6.4 Destination image 31
3.6.4.1 Cultural 31
3.6.4.2 Nature 31
3.6.4.3 Gastronomy 32
3.6.4.4 Fun & Entertainment 32
3.6.4.5 Modern atmosphere 33
CHAPTER 4 34
RESEARCH RESULTS AND DISCUSSIONS 34
4.1 Demographic Profiles 34
4.2 Factor Analysis 35
4.2.1 Factor analysis of tourist satisfaction 35
4.2.2 Factor analysis of destination loyalty 36
4.2.3 Factor analysis of Islamic attributes of destination 36
4.2.4 Factor analysis of destination image 37
4.3 Reliability Test 39
4.3.1 Cronbach’s Alpha of each construct in detail 39
4.3.2 Cronbach’s Alpha of each construct in summary 42
4.4 The correlation analysis 42
4.4.1 Correlation of each construct 42
4.4.2 Correlation of each construct 43
4.5 Independent sample T-Test 43
4.5.1 The differences in the gender between male and female 44
4.5.2 The differences in the marital status between single and married 44
4.6 ANOVA 45
4.6.1 The influences of age groups of respondents 45
4.6.2 The influences of education level of respondents 46
4.6.3 The influences of tourist’s region groups of respondents 46
4.6.4 The influences of visitation groups of respondents 47
4.7 Multiple Linear Regressions 48
4.7.1 The influence of tourist satisfaction on destination loyalty (H1) 48
4.7.2 The influence of destination image on tourist satisfaction (H2) 48
4.7.3 The mediating role of “tourist satisfaction” between destination image and destination loyalty (H3) 49
4.7.4 The moderating effect of Islamic attributes of destination between destination image and tourist satisfaction (H4) 50
CHAPTER 5 52
CONCLUSIONS AND RECOMMENDATIONS 52
5.1 Research Findings 52
5.2 Theoretical Meanings 54
5.3 Practical Meanings 55
5.4 Limitations and Suggestions for future research 56
REFERENCES 57
APPENDICES 63
Appendix 1 Questionnaire (English version) 63
Part 1 Tourist Satisfaction 63
Part 2 Destination Loyalty 64
Part 3 Islamic Attributes of Destination 64
Part 4 Destination Image 65
Part 5 Personal Information 66
Appendix 2 Kuesioner (Indonesian version) 67
Part 1 Kepuasan 67
Part 2 Loyalitas Tujuan 68
Part 3 Atribut Muslim di tujuan 68
Part 4 Gambaran destinasi 69
Part 5 Biodata 70


List of Tables
Table 2.1 International tourist’s arrival in Taiwan, 2013 - 2017 10

Table 3.1 5-point Likert Scale 21
Table 3.2 The variables used in this study 22
Table 3.3 Reliability of tourist satisfaction in the pretest 27
Table 3.4 Reliability of destination loyalty in the pretest 27
Table 3.5 Reliability of Islamic attributes of destination (Worship facilities) in the pretest 28
Table 3.6 Reliability of Islamic attributes of destination (Halalness) in the pretest 29
Table 3.7 Reliability of Islamic attributes of destination (Alcohol & Gambling free) in pretest 30
Table 3.8 Reliability of Islamic attributes of destination (Islamic Morality) in the pretest 30
Table 3.9 Reliability of destination image (Cultural) in the pretest 31
Table 3.10 Reliability of destination image (Nature) in the pretest 31
Table 3.11 Reliability of destination image (Gastronomy) in the pretest 32
Table 3.12 Reliability of destination image (Fun & Entertainment) in the pretest 32
Table 3.13 Reliability of destination image (Modern Atmosphere) in the pretest 33

Table 4.1 Demographic profile of respondents 34
Table 4.2 Factor analysis of tourist satisfaction 35
Table 4.3 Factor analysis of destination loyalty 36
Table 4.4 Factor analysis of Islamic attributes of destination 36
Table 4.5 Factor analysis of destination image 38
Table 4.6 Cronbach’s Alpha of each constructs 39
Table 4.7 Cronbach’s Alpha of each construct in summary 42
Table 4.8 Descriptive statistics and correlations 43
Table 4.9 Descriptive statistics and correlations 43
Table 4.10 The influences of gender groups of respondents 44
Table 4.11 The influences of marital status groups of respondents 45
Table 4.12 The influences of age groups 45
Table 4.13 The influences of education groups 46
Table 4.14 The influences of tourist’s region 47
Table 4.15 The influences of visitation groups 47
Table 4.16 The results of Hypothesis 1 48
Table 4.17 The results of Hypothesis 2 49
Table 4.18 The results of Hypothesis 3 50
Table 4.19 The results of Hypothesis 4 51

List of Figures
Figure 1.1 Research procedure 7

Figure 3.1 The Proposed Theoretical Framework 16

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