臺灣博碩士論文加值系統

論文摘要：
台灣擁有相當豐富的觀光資源，政府也致力發展觀光產業，期望台灣的觀光旅遊環境能達到國際品質水準。而為吸引觀光客，台灣必須發現自身的旅遊特點，創造獨特的觀光特色，建立良好的目的地意象。潛在觀光客對台灣目的地意象究竟為何，尤其原始意象的研究更形闕如。所以本研究旨在探討外籍觀光客對台灣的原始意象為何。本研究於泰國曼谷市區考山路針對東方及西方觀光客發放502份問卷，並同時採用質化與量化方法分析資料。質性分析發現，東方觀光客較注意夜市、購物、食物、溫暖的、台北101以及日月潭等。西方觀光客則認為台灣是忙碌、炎熱的、歡迎款待的，以及台北101、文化、風景等。量化研究發現，東方與西方觀光客在好客,友善,樂於助人的當地人、異國情調的氣氛、台灣是個良好名聲和信譽的目的地、感覺是忙碌的,興奮的等變數的看法有顯著差異。東方觀光客認為台灣有多樣的美食以及良好的購物環境，同時也有豐富的夜生活；西方觀光客則認為來台觀光可以感受到異國情調，還有特別的廟宇及美麗的自然景觀。質化與量化結果相比較後，確定東方觀光客對於台灣的美食、購物和夜生活較有印象;西方觀光客則是感覺台灣有美麗的自然景點，對於歷史、文化與廟宇等印象較有期待。研究結果可協助政府部門針對東西方觀光客不同的市場區隔分別制定有效的行銷策略，以開發更多潛在旅客來台觀光。

A B S T R A C T
Taiwan has rich tourism resources, the Government also committed to develop its tourism industry, expect Taiwan's tourism environment to meet international quality standards. To attract tourists, Taiwan must find her own travel characteristics and to establish a good image of destination. What is the destination image of Taiwan of the potential tourists, in particular, the study of organic image is even more lacking. Therefore, this study aims to explore what is the organic image of Taiwan of the foreign tourists. Both qualitative and quantity methods were used in this study to analyze data. Five hundred and two questionnaires were obtained from foreign tourists at Khao San Road, in downtown of Bangkok, Thailand. The result of qualitative analysis found that the Eastern tourists paid more attention to the night market, shopping, food, warm, Taipei 101 and Sun Moon Lake. Western tourists noted Taiwan’s image as busy, hot, welcoming and hospitality, as well as Taipei 101, culture and scenery. The results of quantitative found that the Eastern and Western tourists in hospitality/ friendly/ helpful local people, exotic atmosphere, Taiwan has a good name and reputation as a destination, busy/exciting feeling variables viewed a significant difference. Eastern tourists were under the impression that Taiwan has varied gastronomy, wide variety of shop facilities, and also a colorful nightlife; Western tourists believe that they could feel exotic atmosphere in Taiwan, also has special temples and beautiful natural landscapes. Qualitative and quantitative results are compared to determine that the Eastern tourists have more impression on food, shopping and nightlife of Taiwan; Western tourists have the idea of Taiwan has beautiful natural attractions, and with history, culture and temples. The findings may suggest government departments to make effective marketing strategies on different market segment to develop more potential visitors to Taiwan.

內　容　目　錄
中文摘要　．．．．．．．．．．．．．．．．．．．．．． iii
英文摘要　．．．．．．．．．．．．．．．．．．．．．． v
誌謝辭　　．．．．．．．．．．．．．．．．．．．．．． vii
內容目錄　．．．．．．．．．．．．．．．．．．．．．． viii
表目錄　　．．．．．．．．．．．．．．．．．．．．．． x
圖目錄　　．．．．．．．．．．．．．．．．．．．．．． xii
第一章　　緒論．．．．．．．．．．．．．．．．．．．． 1
　　第一節　　研究背景與動機．．．．．．．．．．．．． 1
　　第二節　　研究問題與目的．．．．．．．．．．．．． 3
　　第三節　　研究範圍與對象．．．．．．．．．．．．． 7
　　第四節　　研究流程．．．．．．．．．．．．．．．． 9
第二章　　文獻回顧．．．．．．．．．．．．．．．．．． 11
　　第一節　　意象及目的地意象的意義與形成及構成．．． 11
　 第二節　　東方與西方觀光客之文化差異．．．．．．．．．．． 19
第三章　　研究設計．．．．．．．．．．．．．．．．．． 23
　　第一節　　資料蒐集方法．．．．．．．．．．．．．． 23
　　第二節　　問卷設計．．．．．．．．．．．．．．．． 23
　　第三節　　資料分析方法．．．．．．．．．．．．．．．． 29
　　第四節　　抽樣設計．．．．．．．．．．．．．．．． 32
第四章　　研究結果與分析．．．．．．．．．．．．．．． 34
　　第一節　　受訪者基本資料分析．．．．．．．．．．． 34
　　第二節　　質化部份研究結果．．．．．．．．．．．． 37
　　第三節　　量化部份研究結果．．．．．．．．．．．． 47
第五章　　結論與建議．．．．．．．．．．．．．．．．． 56
　　第一節　　結論．．．．．．．．．．．．．．．．．． 56
　　第二節　　研究建議．．．．．．．．．．．．．．．． 59
參考文獻　．．．．．．．．．．．．．．．．．．．．．． 62　　
附錄 正式問卷．．．．．．．．．．．．．．．．．． 74

表　目　錄
表 3- 1　目的地意象量表．．．．．．．．．．．．．．． 25
表 3- 2　傳統內容分析法與CATPACⅡ內容分析法之比較 30
表 4- 1　受訪者之人口統計特徵及基本資料分析．．．．． 35
表 4- 2　東西方觀光客在整體的-功能性構面下目的地意象 38
表 4- 3　2010年吸引外籍旅客來臺灣觀光之因素．．．．． 39
表 4- 4　東西方觀光客在整體的-心理性構面下目的地意象 40
表 4- 5　東西方觀光客在共同的-獨特的構面下目的地意象 43
表 4- 6　東西方觀光客對台灣目的地意象之差異．．．．． 47
表 4- 7　東方觀光客較認同之台灣目的地意象．．．．．． 50
表 4- 8　西方觀光客較認同之台灣目的地意象．．．．．． 50
表 4- 9　東方觀光客較不認同之台灣目的地意象．．．．． 51
表 4- 10　東西方觀光客較不認同之台灣目的地意象．．．．． 52

圖　目　錄
圖 1- 1　研究流程．．．．．．．．．．．．．．．．．． 10
圖 2- 1　目的地意象的形成過程．．．．．．．．．．．． 13
圖 2- 2　旅遊者目的地意象形成模式．．．．．．．．．．．． 15
圖 2- 3　旅遊目的地意象成份．．．．．．．．．．．． 17

參考文獻
一、中文部分
交通部觀光局(2010)，交通部觀光局行政資訊系統[線上資料]
　　　來源：http://admin.taiwan.net.tw/statistics/File/200912/ table03_2009.pdf [2010，日期不詳]。

交通部觀光局(2010a)，交通部觀光局行政資訊系統[線上資料]，來源： http://admin.taiwan.net.tw/indexc.asp [2010, January 20]。

交通部觀光局(2010b)，九十八年來臺旅客消費及動向調查報告，
　　　台北:編制者發行。

行政院(2009)，全球資訊網站[線上資料]，來源：
http://www.ey.gov.tw/ct.asp?xItem=53815&ctNode=2992&mp=1 [2009, April 9]。

泰國官方資訊(2010)，泰國觀光體育部（Ministry of Tourism and
　 Sports）資訊網[線上資料]，來源：http://tourism.go.th/2010/en/statistic/tourism.php [2010，日期不詳]。

許瀚元(2010)，以內容分析法分析台灣觀光地區英文觀光網業所傳
　　　達之目的地意象，中國文化大學觀光事業學系研究所未出版碩士論文。
陳勁甫，古素瑩(2006)，海外自助旅行者動機、知覺價值與市場 區隔之研究，中華管理評論國際學報，第九卷第四期， pp1-22

黃慧新，黃志文，歐陽良裕（2007），旅遊地區之意象分析—隱喻誘引法與目標方法鏈結之運用。休閒與遊憩研究，第1期第2卷，台灣休閒與遊憩學會。

張春興(1989)，張氏心理學辭典，台北：東華書局。

蘇影倫（2006），國際觀光客對台灣觀光夜市之觀光意象、旅遊體　驗與旅遊購後行為關係之研究，銘傳大學觀光研究所碩士論文。

蘇育宏(2008)，外籍人士對於台灣觀光地意象之研究，朝陽科技大學應用外語研究所未出版碩士論文。

曹勝雄、林若慧、邱新雅、范文嘉(2002)，旅遊意象、旅遊滿意度與重
遊意願之關係研究，收於國立餐旅學院編，2002 觀光休閒暨餐
旅產業永續經營學術研討會(Ⅱ：187-196)，高雄：國立餐旅學
院。

二、英文部分

Alexa, M., & Zuell, C. (2000). Text analysis software: Commonali
ties, differences and limitations: The results of a review. Quality
and Quantity, 34, 299–321.

Andreu, L., Bigne, J. E., & Cooper, C. (2000). Projected and per
ceived image of Spain as a tourist destination for British tra
vellers. Journal of Travel & Tourism Marketing, 9(4), 47-68.

Assael, H. (1984). Consumer Behavior and Marketing Action. Boston,
MA: Kent.

Baloglu, S., & McCleary, K. W. (1999). A model of destination image
formation. Annals of Tourism Research, 26(4), 868–897.

Beerli, A., & Martın J. D. (2004). Tourists’ characteristics and the
perceived image of tourist destinations: a quantitative analysis-a
case study of Lanzarote, Spain. Tourism Management, 25,
623-636.

Birgit, L. (2001). Image segmentation: The case of a tourism destina
tion. Journal of Service Marketing, 15(1): 49-66.

Bourdieu, Pierre.(1980). Le Capital Social: Notes Provisoires. Actea
de la Recherche en Sciences Sociales 31:2-3.

Cai, L. A. (2002). Cooperative branding for rural destinations. Annals
of Tourism Research, 29(2), 720-742.

Chi, G. Q., & Qu, H. (2008). Examining the structural relationships of
destination image, tourist satisfaction and destination loyalty:
An integrated approach. Tourism Management, 29, 624-636.

Chon, K. (1990). Traveler Destination Image Modification Process and its
Marketing Implication. Development in marketing science, 13,
480-482.

Chon, K. S. (1991). Tourism destination image modification process:
Marketing implications. Tourism Management, 12(1), 68-72.

Crotts, J., and A. Pizam (2003). “The Effect of National Culture on
Consumers’ Evaluation of Travel Services.” Journal of Tour
-ism, Culture and Communications, 4 (1): 17-28.

Ditcher, E. (1985). What’s in an image. The Journal of Customer
Marketing, 2, 75-81.

Echtner, C. M., & Ritchie, B. (1991). The meaning and measurement
of destination image. Journal of Travel Studies, 2(2), 2-12.

Echtner, C. M., & Ritchie, B. (1993). The Measurement of Destination Image: An empirical assessment. Journal of Travel research, 31, 3-13.

Echtner, C. M., & Ritchie, B. (2003). The Meaning and Measurement
of Destination Image. The Journal of Tourism Studies, 14(1),
37-48.

Fakeye, P. C., & Crompton, J. L. (1991). Image Differences between
Prospective, First- Time, and Repeat Visitors to the Lower Rio
Grande Valley. Journal of Travel Research, 30(2), 10-16.

Fridgen, J. D. (1996). Dimensions of tourism. Educational Institute.
MI: AHMA.

Gallarza, M. G., Saura, I. G., & Garcia, H. C. (2002). Destination im
-age: Towards a conceptual framework. Annals of Tourism
Research, 29(1), 56-78.

Garland, A. (1997) The Beach. London: Penguin.

Gartner, W. C. (1989). Tourism image: attribute measurement of state
tourism products using multidimensional scaling techniques.
Journal of Travel Research, 28(2), 16-20.

Gartner, W. C. (1986). Temporal influence on image change. Annals
of Tourism Research, 13, 635-644

Gartner, W. C. (1993). Image formation process. Journal of Travel
and Tourism Marketing, 2, 191–216.

Gunn, C. A. (1972). Vacationscape-Designing Tourist Regions. Austin, Texas: University of Texas.

Gunn, C. A. (1988). Vacationscapes-Designing Tourist Regions. New
York: Van No strand Reinhold.

Gursoy D., & Chen J. S. (2000). Competitive analysis of cross cultural
information search behavior. Tourism Management, 21,
583-590.

Herzog, H. (1963). Behavioral science concepts for analyzing the
consumer. In P. Bliss (Ed.), Marketing and the behavioral
sciences(pp. 76–86). Boston, MA: Allyn & Bacon.

Hofstede, G. & Hofstede, G. J. (2005). Cultures and organizations:
Software of the mind. New York: McGraw-Hill.

Hunt, J. D. (1971). Image: A factor in tourism. Unpublished Ph.D.
dissertation, Colorado State University, Fort Collins.

Iverson, T. J. (1997). Decision timing: a comparison of Korean and
Japanese travelers. International Journal of Hospitality Man
agement, 16(2), 209–219.

Jenkins, O. H. (1999). Understanding and measuring tourist destintion
images. International Journal of Tourism Research, 1, 1-15.

Jenkins, O. H., & McArthur, S. (1996). Marketing Protected Areas.
Australian Parks and Recreation, 32(4), 10-15.

Kim, H. (1998). Perceived Attractiveness of Korean Destinations. Annals of Tourism Research, 25(2):340-361.

Kim, S. S., & Prideaux, B. (2005). Marketing implications arising
from a comparative study of international pleasure tourist moti-vations and other travel related characteristics of visitors to Korea. Tourism Management , 26, 347-357.

Kluckhoh, C. et al.（1951）. Values and value-orientations in the
theory of action: An exploration in deffi-nition and clas
sification. Talcott Parsons&Edward Shiis(Eds), Toward a
general theory of action. Cambridge, Mass: Harvard Uni
versity Press.

Kluckhohn, F. and F. L. Strodtbeck. (1961). Variations in value
orientations, Evanston, I11： Reterson.

Kozak, M. (2002). Comparative assessment of tourist satisfaction with destinations across two nationalities. Tourism Management, 23(3), 221-232.

Laurie, Murphy (2001). Exploring social interactions of backpackers.
Annals of tourism research, (28), 50-67.

Lee, G., & Lee, C. (2008). Cross-cultural comparison of the image of Guam perceived by Korean and Japanese leisure travelers: Importance performance analysis. Tourism Management, 30, 922-931.

MacKay, K. J., & Fesenmaier, D. R. (1997). Pictorial element of des-tination in image formation. Annals of Tourism Research, 24, 537-565.

MacKay, K. J., & Fesenmaier, D. R. (2000). An exploration of cross-cultural destination image assessment. Journal of Travel Research, 38(4), 417-423.

March, R. (1997). Diversity in Asian Outbound Travel Industries: A Comparison between Indonesia, Thailand, Taiwan, South Korea and Japan. International Journal of Hospitality Management, 16 (2), 231-238.

Mayo, E. J. (1973). Regional images and regional travel behaviour. The fourth annual conference proceedings of the Travel Research Association, Research for Changing Travel Patterns: Interpretation and Utilisation, 211-218.

Milman, A., & Pizam, A. (1995). The role of awareness and familiar
-ity with a destination: The central Florida. Journal of Travel
Research, 33(3), 21-27.

Mohsin, A., & Ryan, C. (2003). Backpackers in the northern territory
of Australia motives, behaviours and satisfaction. International
journal of tourism research, (5), 113-131.

O’Leary, S., & Deegan, J. (2005). Ireland’s image as a tourism desti
-nation in France:Attribute importance and performance.
Journal of Travel Research, 43(3), 247-256.

Oxenfeldt, A. R. (1974-1975). Developing a Favorable Price-quality Im
-age.Journal of Retailing, 50(4), 8-14, 115.

Pearce, P. L. (1982). Perceived changes in holiday destinations. An
nals of Tourism Research, 9(2), 145–164.

Pike, S. (2002). Destination image analysis-a review of 142 papers
from 1973 to 2000. Tourism Management, 23, 541-549.

Pizam, A. (1999). A Comprehensive Approach to Classifying Acts of Crime and Violence at Tourism Destinations and Analyzing their Differential Effects on Tourism Demand. Journal of Travel Research, 38, 5-12.

Pizam, A., & Jeong, G. H. (1996). Cross-cultural tourist behavior. Tourism Management, 17(4), 277-286.

Pizam, A., & Sussmann, S. (1995). Does nationality affect tourist be-havior? Annals of Tourism Research, 22(4), 901-917.

Reilly, M. D. (1990). Free elicitation of descriptive adjectives for tourism image assessment. Journal of Travel Research, 28(4), 21-26.

Reisinger, Y., & Turner, L. (1998). Cross-Cultural Differences in Tourism: A Strategy for Tourism Marketers. Journal of Travel & Tourism Marketing, http://www.informaworld.com/smpp/title~db=all~content=t792306980~tab=issueslist~branches=7 - v77(4), 79-106.

Reisinger, Y., & Turner, L. W. (2002). Cultural Differences between
Asian Tourist Markets and Australian Hosts, Part 1. Journal of
Travel Research, 40, 295-315.

Sakakida, Y., Cole, S. T., & Card, J. A. (2004). A cross-cultural study
of college students’ travel preferences: a value-oriented pers
pective. Journal of Travel & Tourism Marketing, 16(1), 33–39.

Stepchenkova, S., & Morrison, A. M. (2006). The destination
of Russia: From the online induced perspective. Tourism Man-agement, 27(5), 943–956.

Sussmann, S., & Rashcovsky, C. (1997). A cross-cultural analysis of English and French Canadians' vacation travel patterns. International Journal of Hospitality Management, 16(2), 191-208.

The World Travel & Tourism Council, (2009). Tourism Research Economic Data Search [Online].[No date].

The World Travel & Tourism Council, (2009a). Tourism Research Economic Data Search [Online]. [No date].

Turner, L. W., Reisinger, Y., & McQuilken, L. (2001). How cultural
differences cause dimensions of tourism satisfaction. Journal of
Travel & Tourism Marketing, 11(1), 79-101.

Uysal, M., McDonald, C. D., & Reid, L. J. (1990). Sources of infor-mation used by international visitors to US parks and natural areas. Journal of Park and Recreation Administration, 8(1), 51-59.

Walmsley, D. J., & Young, M. (1998). Evaluative Image and Tourism：The
Use of Personal Constructs to Describe Structure of Destination
Images. Journal of Travel Research, 36(Winter), 65-69.

White, C. J. (2004). Destination image: To see or not to see? Interna
tional Journal of Contemporary Hospitality Management,16(5),
309-314.

Woelfel, J. (1998). CATPAC: Users guide. New York: The Galileo
Company.

Yang, B., & Brown, T. (1992). A Cross-Cultural Comparison of Preferences for Landscape Styles and Landscape Elements. Envi-ronment and Behavior, 4(24), 471-507.

Yuan, S., & McDonald, C. (1990). Motivational Determinates Of In-ternational Pleasure Time. Journal of Travel Research, 29(1), 42-44.