臺灣博碩士論文加值系統

ACKNOWLEDGEMENTS I
ABSTRACT III
TABLE OF CONTENTS V
LIST OF TABLES IX
LIST OF FIGURES XI
CHAPTER ONE INTRODUCTION 1
1.1 Research Background and Motivation. 1
1.2 Research Objective and Contribution. 6
1.3 Study Area. 7
1.3.1 Taiwan. 7
1.3.2 Taroko National Park. 8
1.4 Scope of the Study. 11
1.5 Research Procedure. 12
1.6 The Structure of the Study. 13
CHAPTER TWO LITERATURE REVIEW 14
2.1 Definition of Research Construct. 14
2.1.1 Destination Image. 14
2.1.2 Service Quality. 18
2.1.3 Satisfaction. 20
2.1.4 Behavioral Intention. 21
2.1.5 Environmental Awareness. 23
2.2 Hypothesis Development. 25
2.2.1 Relationship between Cognitive Image and Affective Image. 25
2.2.2 Relationship between Cognitive and Affective Image and Service Quality. 27
2.2.3 Relationship between Cognitive and Affective Image and Satisfaction. 29
2.2.4 Relationship between Cognitive and Affective Image and Behavioral Intention. 30
2.2.5 Relationship between Service Quality and Satisfaction and Behavioral Intention. 33
2.3 Role of Environmental Awareness to the overall model. 37
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 40
3.1 The Conceptual Framework. 40
3.2 The Construct Measurement Procedure. 42
3.2.1 Cognitive Image. 42
3.2.2 Affective Image. 43
3.2.3 Service Quality. 44
3.2.4 Satisfaction. 45
3.2.5 Behavioral Intention. 46
3.2.6 Environmental Awareness. 47
3.2.7 Basic Information of the Respondents. 48
3.3 Questionnaire Design. 49
3.4 Sample Plan. 49
3.5 Data Analysis Procedure. 50
3.5.1 Descriptive Statistics Analysis. 50
3.5.2 Factor Analysis and Reliability Test. 50
3.5.3 Structural Equation Modeling (SEM). 51
CHAPTER FOUR RESEARCH ANALYSIS AND RESULTS 53
4.1 Descriptive Analysis. 53
4.1.1 Data Collection. 53
4.1.2 Characteristics of the Respondents. 54
4.1.3 Measurement Results for Relevant Research Variables. 55
4.2 Confirmatory Factor Analysis and Reliability Tests for individual construct. 58
4.2.1 Cognitive Image. 58
4.2.2 Affective Image. 59
4.2.3 Service Quality. 60
4.2.4 Satisfaction. 61
4.2.5 Behavioral Intention. 62
4.2.6 Environmental Awareness. 63
4.3 Confirmatory Factor Analysis (CFA) for overall model. 64
4.4 Structural Equation Modeling (SEM). 68
4.5 Comparative SEM for High and Low level of Environmental Awareness. 72
4.6 Comparative SEM for Domestic and Foreign Respondents. 78
CHAPTER FIVE CONCLUSION AND SUGGESTIONS 84
5.1 Research Discussion. 84
5.2 Research Conclusion and Findings. 85
5.3 Practical Implications. 89
5.4 Research Limitations. 90
5.5 Suggestions for Further Research. 91
REFERENCES 92
APPENDICES 104
Appendix I: Survey Questionnaire English Version 104
Appendix II: Survey Questionnaire Chinese Version 108
Appendix III: Pearson Correlation Analysis by each Construct 112