臺灣博碩士論文加值系統

在體驗經濟來臨的時代，在能夠感受大自然的地方，其吸引力是否擁有讓遊客能夠與大自然近距離接觸或是感受，讓遊客在體驗上，能夠發現其差別性。自然連結能夠解釋成與自然環境親密的程度，也可以解釋對自然環境的情感，這表示喜歡接觸大自然的遊客有利於增加其自然連結。現今草嶺社區強調遊客要與當地生態環境的和諧共存，當遊客來遊玩的時候，變成其守護環境的行動，而體驗所產生的附加價值即能對顧客創造出難忘永恆的體驗，體驗價值影響了旅遊意象甚至成為了最好的行銷，遊客參與的過程就是傳遞價值的階段，這過程是否會促使自然連結較高的遊客對於草嶺擁有更高的旅遊意象和體驗價值是本研究主要想探討的核心。本研究採用問卷調查法，以有到草嶺旅遊的遊客為立意抽樣的研究對象，共發放491份有效問卷，探討旅遊目的地意象、自然連結、體驗價值之間的關係是否存在著顯著性的差異，並以獨立樣本t檢定、單因子變異數分析以及結構方程模式，進行研究分析。

In experience economy era, in order to let tourist experience the differences, a place can feel our mother nature, and could let tourist contact and feel our mother nature at close range. Nature connection refers it to the intimacy to mother nature, could also refer it to emotion towards nature environment, this indicates as the tourist who likes to contact with our mother nature, could strengthen their nature connection. Recently, Cao Ling community emphasize tourist to be harmonious coexistence with local ecology environment. Protect local environment when tourist visiting, and experience the added value, it could give tourist a memorable experiences. Tourism image influence by experiential value, and even become the best marketing in tourism. The process of tourist participating are the stages of transmitting the value. The aim of this research are will the process impels the tourists with higher nature connection towards Cao Ling have higher tourism image and experiential value. Questionnaire method has been used in this research toward tourists visited Cao Ling. 491 sets questionnaire been given to analyze the tourism spot’s image, the relationship between nature connection and experiential value have significant differences and used SEM, an independent T-Test, and the one-way ANOVA to analyze the collected data.

摘要....................i
Abstract................ii
誌謝....................iii
目錄....................iv
表目錄..................vii
圖目錄..................ix
第一章　緒論.............1
1.1　研究背景與動機......1
1.2　研究目的...........3
第二章　文獻探討.........4
2.1　自然連結與相關研究...4
2.1.1自然連結的發展背景...4
2.1.2自然連結的意涵.......7
2.1.3自然連結的相關研究....9
2.2　旅遊意象.............11
2.2.1旅遊意象的發展背景....11
2.2.2旅遊意象的意涵........13
2.2.3 旅遊意象的相關研究...15
2.3　體驗價值.............16
2.3.1價值的發展背景.......16
2.3.2體驗價值的意涵.......18
2.3.3體驗價值的相關研究....21
2.4　自然連結、旅遊意象與體驗價值相關研究...24
2.4.1背景屬性對各變數的差異................24
2.4.2自然連結對旅遊意象的影響..............25
2.4.3旅遊意象對體驗價值的影響..............25
2.4.4自然連結對體驗價值的影響..............25
第三章　研究方法..........26
3.1　研究架構與研究假設....26
3.1.1 研究架構...........26
3.1.2研究假設............26
3.2　研究對象與範圍.......27
3.3　名詞釋義............27
3.4　抽樣方式與研究限制....28
3.4.1抽樣方法............28
3.4.2研究限制............28
3.5　研究工具............28
3.5.1 問卷設計...........28
3.5.2 社區遊客背景屬性....29
3.5.3 社區遊客自然連結....30
3.5.4 旅遊意象...........31
3.5.5 體驗價值...........32
3.6　資料分析方法.........33
3.6.1 信度分析............33
3.6.2 項目分析............33
3.6.3 描述性統計..........33
3.6.4結構方程模式.........34
3.7 問卷預試.............36
3.7.1 自然連結之信效度分析.........37
3.7.2 旅遊意象之信效度分析.........38
3.7.3 體驗價值之信效度分析.........39
第四章　研究結果與討論.............40
4.1　基本資料描述.................40
4.1.1背景屬性....................40
4.2　社區遊客自然連結、旅遊意象與體驗價值之現況分析.........43
4.2.1社區遊客自然連結現況分析.............................43
4.2.2社區遊客旅遊意象現況分析.............................44
4.2.3社區遊客體驗價值現況分析.............................45
4.3　社區遊客背景屬性與自然連結、旅遊意象與體驗價值之差異分析....46
4.3.1社區遊客背景屬性對自然連結之差異分析......................46
4.3.2社區遊客背景屬性對旅遊意象之差異分析......................56
4.3.3社區遊客背景屬性對體驗價值之差異分析......................70
4.4 測量模型建構........81
4.4.1自然連結CFA之建構...81
4.4.2旅遊意象CFA之建構...83
4.4.3體驗價值CFA之建構...85
4.5　社區遊客自然連結、旅遊意象與體驗價值之結構模式建構.........88
4.5.1 自然連結、旅遊意象與體驗價值之配適度分析.................88
4.5.2 自然連結、旅遊意象與體驗價值之路徑分析...................89
第五章 研究結論與建議............91
5.1 研究結論....................91
5.1.1 遊客個人背景屬性分析........91
5.1.2 受訪遊客自然連結、旅遊意象與體驗價值現況分析..........91
5.1.3 社區遊客背景屬性自然連結、旅遊意象與體驗價值差異分析...93
5.2 研究建議....96
5.2.1 未來建議...96
5.2.2 後續研究建議.......97
參考文獻......98
附錄一........102
Extended Abstract.......106

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