臺灣博碩士論文加值系統

為了開發穆斯林旅遊市場，自民國101年9月起，台灣交通部觀光局委託中國回教協會輔導國內餐廳、旅館業改善接待環境並取得穆斯林相關認證標章。
本研究主要目的希望透過「知覺有用性」、「知覺易用性」、「參與態度」、「行為意圖」等變項，去了解民宿經營者欲參與穆斯林認證的相關因素，具體而言有兩個研究目的：一、了解民宿經營者對穆斯林的認知程度。二、了解民宿經營者對參與穆斯林認證的影響因素。
本研究結果發現：一、民宿經營者的知覺易用性與知覺有用性間有部分正向顯著影響。二、民宿經營者的知覺有用性與參與態度間有正向顯著影響。三、民宿經營者的知覺易用性與參與態度間有部分正向顯著影響。四、民宿經營者的參與態度與行為意圖間有正向顯著影響。

In order to develop the Muslim tourism market, the Tourism Bureau, Ministry of Transportation and Communications has commissioned Chinese Muslim Association to counsel the domestic restaurant and hotel industry to improve the reception environment and obtain relevant Muslim certifications.
The main purpose of this study is to understand the relevant factors of the B&B operators' desire to participate in the Muslim certification through the variables such as "perceived usefulness(PU)", "perceived ease of use(PE)", "attitude(A)" and "behavioral intention(BI)". The purpose of the study: First, to understand the level of awareness of B&B accommodation managers. Second, understand the factors affecting the participation in Muslim certification of B&B accommodation managers.
The results of this study found that: First, there is a positive and significant impact on the PE and PU of the B&B accommodation managers. Second, there is a positive and significant impact on the PU and A of the B&B accommodation managers. Third, there is a positive and significant impact on the PE and A of the B&B accommodation managers. Forth, there is a positive and significant impact on the A and BI of the B&B accommodation managers.

目次
摘要…………………………………………………………………………………i
Abstract……………………………………………………………………………ii
目次…………………………………………………………………………………iii
表目次………………………………………………………………………………v
圖目次………………………………………………………………………………viii
第一章　緒論………………………………………………………………………1
　第一節　研究動機與背景………………………………………………………1
　第二節　研究目的………………………………………………………………5
第二章　文獻回顧…………………………………………………………………6
　第一節　穆斯林旅遊市場………………………………………………………6
　第二節　穆斯林旅遊相關研究…………………………………………………37
第三節 台灣穆斯林旅遊認證…………………………………………………43
第四節 科技接受模式…………………………………………………………51
第五節　研究假設………………………………………………………………62
第三章　研究方法…………………………………………………………………63
　第一節　測量工具之建立………………………………………………………63
　第二節　研究架構………………………………………………………………73
第三節　問卷設計………………………………………………………………73
　第四節　抽樣方法………………………………………………………………74
第五節　分析方法………………………………………………………………75
第四章　研究結果…………………………………………………………………76
　第一節　樣本特性與信效度檢定………………………………………………76
　第二節　受訪者對各變相的認知………………………………………………82
　第三節　因素分析………………………………………………………………86
第四節　迴歸分析………………………………………………………………92
第五章　結論與建議………………………………………………………………96
　第一節　結論……………………………………………………………………96
　第二節　建議……………………………………………………………………97
參考文獻……………………………………………………………………………99
一、英文部分……………………………………………………………………99
二、中文部分……………………………………………………………………102
三、網路資料……………………………………………………………………102
附錄…………………………………………………………………………………104
　附錄一　觀光局 接待穆斯林餐廳及旅館(107/12)……………………………104
附錄二　台灣辦理穆斯林餐旅認證單位補充…………………………………118
附錄三　正式問卷………………………………………………………………122

表目次
表一、穆斯林相關術語……………………………………………………………10
表二、伊斯蘭旅遊(Islamic Tourism)定義…………………………………………13
表三、清真旅遊(Halal Tourism)定義………………………………………………16
表四、穆斯林友善旅遊(Muslim Friendly Tourism, MFT)定義……………………18
表五、前10大穆斯林入境旅遊目的地……………………………………………20
表六、GMTI 2018 前30名穆斯林出境旅遊市場…………………………………21
表七、穆斯林恪守教規程度…………………………………………………………25
表八、穆斯林旅客旅行需求…………………………………………………………26
表九、前10大OIC旅遊目的地……………………………………………………28
表十、前10大非OIC旅遊目的地…………………………………………………28
表十一、前20大OIC和非OIC旅遊目的地………………………………………29
表十二、前10大旅遊目的地 - Ease of Access……………………………………30
表十三、前10大旅遊目的地 – Communications…………………………………31
表十四、前10大旅遊目的地– Environment………………………………………32
表十五、前10大旅遊目的地– Enabling Services…………………………………33
表十六、GMTI 2018分數的區域分析………………………………………………34
表十七、穆斯林認證-區域別………………………………………………………47
表十八、穆斯林認證-產業別………………………………………………………49
表十九、穆斯林認證-認證單位別…………………………………………………50
表二十、張志銘 (2007) 問卷題項…………………………………………………53
表二十一、朱斌妤等人(2008) 問卷題項…………………………………………55
表二十二、林信志, 湯凱雯與賴信志 (2010) 問卷題項…………………………56
表二十三、蕭文龍與郭庭伊 (2010) 問卷題項……………………………………57
表二十四、戴瑩 (2011) 問卷題項…………………………………………………58
表二十五、吳智鴻與蔡依錞 (2014) 問卷題項……………………………………60
表二十六、周君倚與陸洛 (2014) 問卷題項………………………………………61
表二十七、PU問項…………………………………………………………………63
表二十八、PE衡量問項……………………………………………………………64
表二十九、參與態度問項……………………………………………………………65
表三十、行為意圖問項……………………………………………………………66
表三十一、PU知覺有用性 專家效度修正結果……………………………………67
表三十二、PE知覺易用性 專家效度修正結果……………………………………69
表三十三、參與態度 專家效度修正結果…………………………………………70
表三十四、行為意圖 專家效度修正結果…………………………………………72
表三十五、受訪者基本資料次數分配表……………………………………………77
表三十六、問卷信度係數統計表……………………………………………………81
表三十七、受訪者對於知覺有用性認知統計表……………………………………82
表三十八、受訪者對於知覺易用性認知統計表……………………………………83
表三十九、受訪者對於參與態度認知統計表………………………………………84
表四十、受訪者對於行為意圖認知統計表………………………………………85
表四十一、KMO取樣適切性量數指標值分析表…………………………………86
表四十二、KMO與Bartlett球型檢定數值表………………………………………87
表四十三、知覺有用性(PU)因素分析………………………………………………88
表四十四、知覺易用性(PE)因素分析………………………………………………89
表四十五、參與態度(A)因素分析…………………………………………………90
表四十六、行為意圖(BI)因素分析…………………………………………………91
表四十七、知覺易用性與知覺有用性之迴歸分析…………………………………92
表四十八、知覺有用性與參與態度之迴歸分析……………………………………93
表四十九、知覺易用性與參與態度之迴歸分析……………………………………94
表五十、參與態度與行為意圖之迴歸分析………………………………………95

圖目次
圖一、MFT涵蓋範圍………………………………………………………………17
圖二、穆斯林旅遊市場概述…………………………………………………………19
圖三、獨特的穆斯林旅遊區隔………………………………………………………24
圖四、Different levels of practice adherence of different levels of faith-based consciousness……………………………………………………………...…………26
圖五、本研究架構圖…………………………………………………………………73

參考文獻

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三、網路資料
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