臺灣博碩士論文加值系統

由於旅遊全球化的日益普及，每個旅遊目的地都接待愈來愈多的國際旅客。與此同時，這種大規模的旅遊活動正改變著旅遊目的地的環境及生態系統。旅客對環境破壞的行為已經受到社會各界關注。研究發現，目的地意象是吸引旅客並影響其行為的關鍵因素一。隨著國際旅客的增加，國際旅客與當地居民間的跨文化交流，也愈來愈受到學術界的關注。本研究目的是探討到訪臺北旅客與到訪澳門旅客目的地意象、知覺價值與環境責任行為之間的關係，並進一步探討在旅客旅遊過程中，跨文化服務接觸在目的地意象與知覺價值所扮演的角色。本研究採分層抽樣調查的方式蒐集數據，分別從臺北地區與澳門地區蒐集了456份及411份有效問卷。研究結果發現，到訪臺北旅客的目的地意象對知覺價值與環境責任行為皆有正面影響；而到訪澳門旅客的目的地意象會顯著影響其知覺價值，並進而影響旅客的環境責任行為。研究結果也顯示了兩地旅客的跨文化服務接觸對目的地意象與知覺價值之間有干擾效果。在相同的目的地意象的水準下，旅客與當地服務業接觸過程中的良好體驗能提升他們對該次旅遊的知覺價值。相關研究建議可供當地相關政府單位與業者做為經營管理之參考。

Because of the popularity of tourism worldwide, each tourist destination has received more and more international tourists. In the meanwhile, the increasing tourism activities may result in the change of the environment and ecosystem of the destinations. Studies have shown that destination image is one of the key factors attracting tourists and affecting their behaviors during their trips. The environmental destruction caused by the tourists has received attention from all sectors of the community.The purpose of this study was to investigate the relationship among the international tourists’ destination images, perceived value and environmentally responsible behavior in Taipei and Macau, as well as the mediating role of intercultural service encounter during tourists’ visit in the city related to their destination image and perceived value were also examined. We use stratified sampling for data collection and overall, 456 and 411 usable questionnaires were obtained from Taipei and Macau respectively. The results showed that international tourists’ image of destination have a positive effect on their perceived values and environmentally responsible behavior in Taipei, while the effects of the international tourists’ destination images on their perceived values are significant, and their perceived values further influence their environmentally responsible behavior. The results also revealed that the international tourists’ experience of service encounters had moderating effect between their destination image and perceived value of the trip in Taipei and Macau. While at the same level of the destination image, the tourists who had good experience during their encounters with local service sectors had better perceived value of their trip. Managerial implications to the local service sectors and authorities are also suggested.

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 5
第三節 研究流程 6
第二章 文獻探討 7
第一節 理論推導 7
第二節 目的地意象 10
第三節 知覺價值 17
第四節 環境責任行為 22
第五節 跨文化服務接觸 25
第三章 研究方法 29
第一節 研究架構與假設 29
第二節 研究對象及抽樣方法 31
第三節 研究工具 36
第四節 資料分析方法 41
第五節 前測結果 43
第四章 研究結果 45
第一節 人口統計變項 45
第二節 敘述性統計分析 50
第三節 驗證性因素分析 55
第四節 結構方程模式 70
第五節 中介效果分析 77
第六節 干擾效果分析 78
第七節 個人背景變項在各研究構面之差異分析 84
第八節 卡方分析 94
第伍章 結論與建議 97
第一節 研究結論 97
第二節 研究建議 104
中文文獻 107
英文文獻 111
附錄一 研究問卷 中文版（臺北） 127
附錄二 研究問卷 中文版（澳門） 131
附錄三 研究問卷 英文版（臺北） 135
附錄四 研究問卷 英文版（澳門） 139
附錄五 研究問卷 日文版（臺北） 143
附錄六 研究問卷 日文版（澳門） 147
附錄七 研究問卷 韓文版（臺北） 151
附錄八 研究問卷 韓文版（澳門） 155

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