臺灣博碩士論文加值系統

遊客忠誠度的培養很重要，因為政府或業者要關心的不只是吸引和滿足遊客需求，更重要的是和遊客發展長期的關係，亦即培養忠誠遊客，得以讓遊客經常性消費並提供個人網絡的訊息傳遞吸引潛在市場，以永續經營觀光地區。因此，本研究以行銷學中之消費者行為所衍生而來的忠誠度相關文獻，並以華山地區為實證研究地點，透過行為上與態度上的忠誠度二元尺度衡量方式，將華山地區的遊客區分成高忠誠度群組、潛在忠誠度群組、偽裝忠誠度群組及低忠誠度群組者，並分析忠誠度漣漪效應的主要製造群組，及其影響遊客忠誠度因子，進而提擬經營管理策略。

本研究採遊客問卷調查方式獲取所需資料，經系統取樣得到有效樣本385份；問卷資料經統計檢定結果分析後，輔以華山地區咖啡屋業者訪談內容，作為實證結果之呼應與解釋說明之依據。並利用單因子變異數分析及卡方檢定，分析華山地區遊客以口耳相傳方式所產生忠誠度漣漪效應的主要製造群組以及不同忠誠度群組之影響因子；最後應用區別分析建立華山地區遊客忠誠度區隔模型。

經統計分析結果得到的主要結論為，高忠誠度群組及潛在忠誠度群組遊客為以口耳相傳方式製造忠誠度漣漪效應的主要群組。而高忠誠度群組及潛在忠誠度群組的遊客對於華山地區的「台灣咖啡很有名氣」、「乾淨空氣」、「給人遠離塵囂的感覺」及「道路指標清楚容易到達」等，印象頗高。而懦戮禷O態度方面，高忠誠度群組及潛在忠誠度群組的遊客對於「我很重視咖啡屋所營造的氣氛」、「喝咖啡讓我有放鬆心情悠閒的感覺」、「喝咖啡是一種時髦的行為」等，平均認同度較高。而不同忠誠度群組遊客雖然對於咖啡專業知識能力檢定結果具有顯著差異，然各忠誠度群組遊客的咖啡專業知識能力普遍不足。媒體接觸情形方面，「新聞報導」所提供的旅遊資訊，對於高忠誠度群組及潛在忠誠度群組的遊客而言具有相同吸引力。遊客社經背景與旅遊特性方面，「年齡」、「職業」、「婚姻狀況」、「家庭月收入」、「居住地」、「此次旅遊」、「平常喝咖啡的頻率」、「停留時間」及「優先選擇飲品」，顯著成為影響華山地區不同忠誠度群組遊客的因子。經區別分析區隔遊客忠誠度結果發現，其整體區隔正確率為60.56％，可以得知本研究所建立的遊客忠誠度區隔模型具有效區別力。

The development for loyalty of visitors is important. For what the government concerns are more than attracting and satisfying their needs. Loyal visitors may consume regularly, spread information through the market, thus the tourist area sustains. This paper presents findings of loyalty result from visitor behavior in Hua-Shan Area. Using two-dimensional measurement on behavioral and attitudinal components, group visitor loyalty into high, latent, spurious, and low, so as to analyze factors that effect the loyalty ripple effect.

A total of 385 valid samples were collected via visitor’s questionnaire. With the data collected and interviews from the Hua-Shan coffee house owners, One-Way ANOVA and Chi-square test is used to explain visitor’s loyalty ripple effect and it’s influencial factors, and finally to build a visitor’s distinguish model.

The result indicates that visitor loyalty of high and latent tend to be the major group of word-of-mouth loyalty ripple effect. They are highly impressed with the ”clean air”,” “away from bustling city”,”clear road signs”and ”reputation of the coffee house”.On the other aspect, they have higher recognition on “atmosphere around the coffee house”, “relaxing when drinking coffee”,and “coffee is trendy”.

Though there are significant differences between each loyalty group, averagely they have quite little knowledge about coffee. Information offered by news report has the same attraction to visitors of high and latent loyalty. On tourist socio-economic background, age, occupation, marriage, income, frequency of drinking coffee, the tour, staying period, and the prior choice of beverage, all have remarkable influence over each loyalty group. Through the Discriminant analysis, results revealed the effect upon visitor’s loyalty distinguish model, and the accuracy ratio is as high as 60.56%.

第一章 緒論
第一節 研究動機與目的．．．．．．．．．．．．．．．．．．．．．．． 1
第二節 研究範圍與對象．．．．．．．．．．．．．．．．．．．．．．． 3
第三節 研究內容與流程．．．．．．．．．．．．．．．．．．．．．．． 4

第二章 文獻回顧
第一節 休閒、遊憩與觀光．．．．．．．．．．．．．．．．．．．．．． 6
第二節 忠誠度理論．．．．．．．．．．．．．．．．．．．．．．．．． 8
第三節 忠誠度漣漪效應引發因素．．．．．．．．．．．．．．．．．．． 19

第三章 研究方法
第一節 研究地點概述．．．．．．．．．．．．．．．．．．．．．．．． 24
第二節 研究架構與假設．．．．．．．．．．．．．．．．．．．．．．． 26
第三節 研究變項與操作型定義衡量內容．．．．．．．．．．．．．．．． 29
第四節 抽樣設計．．．．．．．．．．．．．．．．．．．．．．．．．．． 33
第五節 研究設計．．．．．．．．．．．．．．．．．．．．．．．．． 35

第四章 研究結果與分析
第一節 描述性分析．．．．．．．．．．．．．．．．．．．．．．．．． 38
第二節 不同忠誠度群組其漣漪效應產生結果分析．．．．．．．．．．．． 50
第三節 不同忠誠度群組對華山地區印象結果分析．．．．．．．．．．．． 55
第四節 不同忠誠度群組對懦戮禷O態度結果分析．．．．．．．．．．．． 63
第五節 不同忠誠度群組其咖啡專業知識能力結果分析．．．．．．．．．． 67
第六節 不同忠誠度群組對媒體接觸情形結果分析．．．．．．．．．．．． 72
第七節 不同忠誠度群組與遊客社經背景及旅遊特性分析．．．．．．．．． 76
第八節 華山地區遊客忠誠度區隔模型之建立．．．．．．．．．．．．．． 84

第五章 結論與建議
第一節 結論．．．．．．．．．．．．．．．．．．．．．．．．．．．． 89
第二節 對華山地區相關管理單位及業者經營管理上之建議．．．．．．．． 94
第三節 後續研究之建議．．．．．．．．．．．．．．．．．．．．．．． 99

參考文獻 ．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．． 101

附錄一 華山地區遊客問卷

一、中文部分

王文誠、鍾溫凊，(1995)，從遊客忠誠度探討五峰旗風景特定區旅遊市場定位策略與管理，戶外遊憩研究，8(2)：65-85.

王文誠，(2004)，華山地區之觀光事業發展研究：制度主義觀點，第六屆中華民國戶外遊憩學會研討會。

田口 護，(2004)，咖啡大全，台北市：積木文化出版。

交通部觀光局，(2000)，觀光年報，台北：交通部觀光局。

交通部觀光局，(2002)，觀光年報，台北：交通部觀光局。

行遍天下搶鮮報035，(2004)，古坑咖啡：品味台灣咖啡原鄉魅力31館，十一月號。

李奇樺，(2003)，休閒農業形象整合行銷傳播之研究－以宜蘭縣休閒農業為例，世新大學觀光學系碩士論文。

李明宗，(1992)，休閒•觀光•遊憩論文集，地景企業股份有限公司出版部。

李貽鴻，(1998)，觀光學導論，台北市：五南圖書出版股份有限公司。

李銘輝、郭建興，(2000)，觀光遊憩資源規劃，台北市：揚智文化事業股份有限公司。

林建煌，(2002)，消費者行為，台北市：智勝文化總經銷。

林惠玲、陳正倉，(2001)，統計學方法與應用第二版(上)，台北市：雙葉書廊有限公司。

侯錦雄，(2001)，遊憩區遊憩動機與遊憩認知間關係之研究，國立台灣大學園藝學研究所博士論文。

周宏，(2002)，統計學觀念與方法，台北市：鼎茂圖書出版有限公司。

吳明隆，(2000)，SPSS統計應用實務，台北市：文魁資訊股份有限公司。

釣偕�、葉源鎰，(2004)，以計畫行為理論探討冒險性遊憩活動參與者之行為意向，第六屆中華民國戶外遊憩學會研討會。

陳文麗，(2003)，空間印象、生活型態與忠誠度關係之研究：以星巴克為例，中原大學室內設計學系碩士論文。

陳正倉、程炳林、陳新豐、劉子鍵，(2003)，多變量分析方法：統計軟體應用，台北市：五南圖書出版股份有限公司。

陳思倫、宋秉明、林連聰，(2000)，觀光學概論，世新大學出版中心。

雲林縣古坑鄉公所，(2003)，雲林古坑台灣咖啡節成果專輯。

黃怡蒨，(2004)，串連旅遊記憶－咖啡，TO’GO泛遊情報，二月號。

張美玲，(2004)，台北市國中學生對西式速食的消費者知識、態度與行為研究，國立台灣師範大學人類發展與家庭學系家政教育教學碩士論文。

楊明賢，(2000)，觀光學概要Ι，台北市：揚智文化事業股份有限公司。

劉修祥，(2002)，觀光導論第二版，台北市：揚智文化事業股份有限公司。

謝純安，(1995)，東北角海岸風景特定區海岸遊憩釣者特性及其經營管理態度之研究，東海大學景觀學研究所碩士論文。

魏燕蘭、林薇、蕭寧馨、王瑋，(1992)，我國護理人員的營養知識調查研究，中華營誌17：173-183.

聯合報，(2004)，八月三日，E2版。



【網路資料】

交通部觀光局 http://taiwan.net.tw/lan/cht/index/
華山社區發展協會 http://www.huadshan.idv.tw
雲林縣政府全球資訊網 http://www.yunlin.gov.tw
雲林縣古坑鄉公所全球資訊網 http://www.gukeng.gov.tw


二、英文部分

Arndt, J.A. (1968). Selective Processes in word-of-mouth. Journal of Advertising Research, Vol.8 ,pp.19-22.

Assael, H. (1992). Consumer Behavior and Marketing action. Boston: Kent Publishing.

Backman, Sheila and Crompton, J.L. (1991). An investigation of the relationship between activity loyalty and perceived constraints. Journal of Leisure Research, Vol.23 ,pp.332-344.

Backman, Sheila and Veldkamp, G (1995). Examination of the relationship between service quality and user loyalty. Journal of Park and Recreation Administration, Vol.13(2) ,pp.29-212.

Baldinger, A.L., and Rubinson, J., (1996). Brand Loyalty: The Link Between Attitude an Behavior. Journal of Advertising Research, Vol.36 ,pp.22-34.

Beatty, S.E., and Kahle, L.R., (1988). Alternative hierarchies of the attitude-behaviour relationship: the impact of brand commitment and habit. Journal of the Academy of Marketing Science, Vol.16(2) ,pp.1-10.

Blackwell, Roger D., Paul W. Miniard, and James F. Engel (2002). Consumer Behavior. 9th Edition, Fort Worth: Harcourt, Inc.

Bloemer, J., de and Ruyter, K., and Wetzels, M (1999). Linking perceived service quality and service loyalty: a multi-dimensional perspective. European Journal of Marketing, Vol.33(11/12) ,pp.1082-1106.

Bowen, J.T., and Chen, S. (2001). The relationship between customer loyalty and customer satisfaction. International Journal of Contemporary Hospitality Management, Vol.13(5) ,pp.213-217.

Brown, J.J and Reingen, P.H. (1987). Social ties and word-of-mouth referral behavior. Journal of Consumer Research, Vol.14,pp.350-62.

Brown, G.N. (1952). Brand loyalty: Fact or fiction? Advertising Age, Vol.23,pp.53-55.

Bryan, H. (1977). Leisure value systems and recreational specialization: The case of trout fishermen. Journal of Leisure Research, Vol.9(3) ,pp.174-187.

Butcher, K., and Sparks, B., and O’Callaghan, F., (2001). Evaluative and relational influences on service loyalty. Internatinal Journal of Services Marketing, Vol.12(4) ,pp.310-327.

Butler, R.W. (1993). Tourism Development in Small Islands: Past influences and future directions. The Development Process in Small Islands States. London:Routledge, pp.71-91.

Byrnes, B.M., (2001). Structural Equation Modelling with AMOS: Basic Concepts, Applications and Programming. Lawrence Erlbaum Associates, Publishers Inc., Kingston, RI.

Chuningham, R.M. (1956). Brand loyalty: What, where, how much? Journal of Marketing, pp.206.

Clawson, Marion and Jack L. Knetsch. (1975). Economics of Outdoor Recreation. Published for Resources for the Future, Inc. By the Johns Hopkins University Press, Baltimore and London, pp.59-60.

Copeland, M.T. (1923). Relation of consumer’s buying habits to marketing methods. Harvard Business Review, Vol.1 ,pp.282-289.

Cristovam, E., and Russell, C., and Paterson, A., and Reid, E., (2000). Gender preference in hedonic ratings for espresso and espresso-milk coffees. Food Quality and Preference, Vol.11 ,pp.437-444.

Cronin, J.J., and Morris, M.H., (1992). Satisfying customer expectations: the effect on conflict and repurchase intentions in industrial marketing channels. Journal of Academy of Marketing Science, Vol.56 ,pp.55-68.

Cronin, J.J., and Brady, M.K., and Hult, G.T.M., (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioural intentions in service encounters. Journal of Retailing, Vol.76(2) ,pp.193-218.

Day, G.S. (1969). A two dimensional concept of brand loyalty. Journal of Advertising Research, Vol.9 ,pp.29-35.
Dick, Alan S., and Basu, Kunal (1994). Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, Vol.22 ,pp.99-113.

Dubois, B., and Laurent, G., (1999). A situational approach to brand loyalty. Advances in Consumer Research, Vol.26 ,pp.657-663.

Ellinger, A.E., and Daugherty, P.J., and Plair, Q.J., (1999). Customer satisfaction and loyalty in supply chain: the role of communication. Transportation Research Part E, Vol.35 ,pp.121-134.

Engel, James E., and Kollat, David T., and Backwell, Roger D., (1968). Consumer Behavior, New York: holt, Rinehart＆Winston, Inc.

Flavian, C., Martinez, E., and Polo, Y. (2001). Loyalty to grocery stores in the Spanish market of the 1990s. Journal of Retailing and Consumer Services, Vol.8 ,pp.85-93.

Fornell, C. and Wernerfelt (1992). A Model of Customer Complaint Management. Marketing Science, Vol.7 ,pp.287-298.

Ganesh, J., and Arnold, M.J., and Reynolds, K.E., (2000). Understanding the customer base of service providers: an examination of the differences between switchers and stayers. Journal of Marketing, Vol.64(7) ,pp.65-87.

Gremler, D.D. and Brown, S.W. (1999). The loyalty ripple effect: Appreciating the full value of customers.International Journal of Service Industry Management, Vol.10(3) ,pp.271-291.

Gronholdt, L., and Martensen, A., and Kristensen, K., (2000). The relationship between customer satisfaction and loyalty: crossindustry differences. Total Quality Management, Vol.11 ,pp.509-514.

Guest, L., (1944). A study of brand loyalty. Journal of Appliced Psychology, Vol.28 ,pp.16-27.

Guest, Lester (1955). Brand Loyalty-Twelve Year Later. Journal of Applied Psychology, Vol.39 ,pp.405-408.

Gundlach, G.T., and Achrol, R.S., and Mentzer, J.T., (1995). The structure of commitment in exchange. Journal of Marketing , Vol.59 ,pp.78-92.

Heskett, J.L., Sasser, W.E. Jr and Schlesinger, L.A. (1997). The Service Profit Chain. The Free Press, New York, NY.

Hill, N., and Alexander, J., (2002). Handbook of Customer Satisfaction an Loyalty Measurement. 2th Edition, Gower Publishing Company.

Howard, D.R. (1992). Trend analysis of participation rates in selected sport and fitness activities from 1980 to 1989. Journal of Sport Management, Vol.6 ,pp.191-205.

Iwasaki, Y., and Havitz, M.E., (1998). A Path Analytic Model of the Relationships between Involvement, Psychological Commitment, and Loyalty. Journal of Leisure Research, Vol.30(2) ,pp.256-280.

Jacoby, J. and Kyner, B. K., (1973). Brand Loyalty vs Repeat Purchasing Behavior. Journal of Marketing Research, Vol.10 ,pp.1-9.

Jacoby, J. and Chestnut, R.W. (1978). Brand loyalty measurement an management. New York: Wiley.

Jones, T.O. and Sasser, W.E. Jr., (1995). Why Satisfied Customer Defect. Harvard Business Review, Vol.73 ,pp.88-89.

Kim, W.G., and Lee, C., and Hiemstra, S.J., (2004). Effects of an online virtual community on customer loyalty and travel product purchases. Tourism Management, Vol.25 ,pp.343
-355.

Kotler, P. (1988). Marketing Management:Anslysis,Planning,Implementation and Control. 6th ed, Englewood Cliffs, NJ Prantice-Hall Inc.

Kraus, R. (1990). Recreation and Leisure in the Modern Society. Harper Collins.

Kumar, N., and Scheer, L.K., and Steenkamp, J.E.M., (1995). The effects of supplier fairness on vulnerable resellers. Journal of Marketing Research, pp.54-65.

Kumar, V., and Shah, D., (2004). Building and sustaining profitable customer loyalty for the 21st century. Journal of Retailing, Vol.80 ,pp.317-330.

Lee, M., and Cunningham, L.F., (2001). A cost/benefit approach to understanding service loyalty. Journal of Services Marketing , Vol.15(2) ,pp.113-130.
Lipstein, B. (1959). The dynamics of brand loyalty and brand switching, Proceedings of 5th Annual Conference of the Advertising Research Foundation. pp.101 -108. New York: Advertising Research Foundation.

Macintosh, G., and Lockshin, L.S., (1997). Retail relationships and store loyalty: a multi-level perspective. International Journal of Research in Marketing, Vol.14(5) ,pp.487-497.

Martin, C.L., and Goodell, P.W., (1991). Historial, descriptive and strategic perspectives on the construct of product commitment. International Journal of Wine Marketing, Vol.3(2) ,pp.15-22.

Martin, C.L., (1998). Relationship marketing: a high-involvment product attribute approach. Journal of Product and Brand Management, Vol.7(1) ,pp.6-26.

McIntosh, R.W. and Goeldner, C. R. (1990). Tourism: Principles,practices,philosop-
hies. New York: John Wiley & Sons, Inc.

McWilliams E.G., and Crompton J.L., (1997). An expanded framework for measuring the effectiveness of destination advertising. Tourism Management, Vol.18 ,pp.127-137.

Mieczkowski, Z.T. (1981). Some Note on the Geography of Tourism: A Conment, Canadian Geographer, 25,pp.186-191.

Mittal, B., and Lassar, W.M., (1998). Why do customers switch? The dynamics of satisfaction versus loyalty. The Journal of Services Marketing, Vol.12(3) ,pp.177-194.

Mittal, V., and Kumar, P., and Tsiros, M., (1999). Attribute-level performance satisfaction, and behavioural intentions over time: a consumption system approach. Journal of Marketing, Vol.63(4) ,pp.86-101.

Morgan, R.M., and Hunt, S.D., (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, Vol.58 ,pp.20-38.

Murray, K.B. (1991). A test of services marketing theory: consumer information acquisition activities. Journal of Marketing, Vol.55 ,pp.10-25.

Narayandas, D., (1999). Measuring and managing the benefits of customer retention. Journal of Service Research, Vol.1(2) ,pp.108-128.

Park, S.H. (1996). Relationships between involvement and attitudinal loyalty constructs in adult fitness programs. Journal of Leisure Research, Vol.28 ,pp.233-250.
Peters, T.J. (1987). Thriving on Chaos: Handbook for a Management Revolution. Harper & Row, New York, NY.

Pritchard, M. P., and Howard, D.R., and Havitz, M.E. (1992). Loyal measurement: A critical examination and theoretical extension. Leisure Sciences, Vol.14 ,pp.155-164.

Pritchard, M. P., and Howard, D.R., and Havitz, M.E. (1999). Analysing the commitment-loyalty link in service contexts. Journal of the Academy of Marketing Science, Vol.27 ,pp.333-348.

Raju, P., (1980). Optimum stimulation level: its relationship to personality, demographics and exploratory behaviour. Journal of Consumer Research, Vol.7(3) ,pp.272-282.

Reichheld, F.F. (1996). Learning from customer defections. Harvard Business Review, Vol.74 ,pp.56-69.

Reichheld, F.F. (1993). Loyalty-based management. Harvard Business Review, Vol.71 ,pp.64-73.

Rogers, Everett M. (1983). Diffusion of Innovations. New York: The Free Press.

Traylor, M., (1981). Product involvement and brand commitment. Journal of Advertising Research, Vol.21 ,pp.51-56.

Wilkie, William L. (1994). Consumer Behavior. 3th Edition, New York: John Wiley & Sons, Inc.

Wells, William D. and David, P. (1996). Consumer Behavior. New York: John Wiley & Sons, Inc.

Yoon, Y. and Uysal, M., (2005). An examination of the effects of motivation and satisfaction on destination loyalty: a structural model. Tourism Management, Vol.26 ,pp.45-56.

Yu, Y.T., and Dean, A., (2001). The contribution of emotional satisfaction to consumer loyalty. International Journal of Service Industry Management, Vol.12(3) ,pp.234-250.

Zeithaml, V.A. (1981). How consumer evaluation processes differ between goods and services, Marketing of Services. American Marketing Association, Chicago, IL, pp.186-190.

Zeithaml, V.A. and Berry, L.L., and Parasuraman, A., (1996). The behavioural consequences of service quality. Journal of Marketing, Vol.60(2) ,pp.31-46.