臺灣博碩士論文加值系統

本研究旨在探討觀光吸引力及觀光形象認知對顧客滿意與重遊意願的影響。本研究的研究樣本是取自中正國際機場赴日旅遊的台灣旅客，採便利抽樣法，為了確保資料來源的正確性，本研究採人員訪問法，總計發出421份問卷，共蒐集到有效樣本400份，回收率95％。
本研究以免簽證後日本旅遊市場之實證資料進行迴歸分析。研究結果發現：（1）旅遊景點的觀光吸引力對顧客的觀光形象認知有正向影響效果。（2）旅遊景點的觀光吸引力對顧客滿意有正向影響效果。（3）顧客的觀光形象認知對顧客滿意有正向影響效果。（4）顧客主觀的觀光形象認知對自主性旅客的重遊意願有正向影響效果。（5）顧客客觀的觀光形象認知對自主性旅客的重遊意願有正向影響效果。（6）顧客滿意對自主性旅客的重遊意願有正向影響效果。

This research mainly aims to investigate the influences of tourism attraction and perceived tourism images on customers satisfaction and revisiting intention. The subject is the consumer in C.K.S. airport were asked to participate in the study. After questionnaire survey, we collected 400 samples of them were effective.
This is an empirical study of tourist market in JAPAN after exemption a visa by regression analysis. In the results, we find that:（1）Tourism attraction has positive influence on perceived tourism images.（2）Tourism attraction has positive influence on customers satisfaction.（3）Perceived tourism images has positive influence on customers satisfaction.（4）Perceived tourism images of projective has positive influence on revisiting intention（a traveler of independence）.（5）Perceived tourism images of objective has positive influence on revisiting intention（a traveler of independence）.（6）Customers satisfaction has positive influence on revisiting intention（a traveler of independence）.

目 錄
目錄………………………………………….………………………..I
表目錄………………………………………………………………..III
圖目錄………………………………………………………………..IV
第一章 緒論……………………………………………………….. 1
第一節 研究背景與問題………………………………………1
第二節 研究動機………………………………………………2
第三節 研究目的………………………………………………5
第二章 文獻探討……………………………………………………6
第一節 觀光吸引力…………………………………………….6
第二節 觀光形象認知…………………………………………19
第三節 顧客滿意………………………………………………30
第四節 重遊意願………………………………………………38
第五節 各變數間影響關係之研究………………………….…47
第三章 研究方法…………………………………………………...54
第一節 觀念性架構……………………………………………54
第二節 研究假說………………………………………………56
第三節 變數操作性定義與衡量………………………………61
第四節 抽樣設計…………………………………………..…..65
第五節 問卷設計…………………………….…………………69
第六節 資料蒐集方法………………………….………………74
第七節 資料分析方法…………………… ….…………………75
第四章 資料分析… …………………………………………………78
第一節 基本資料分析 …………………………………………78
第二節 信度與效度分析 ………………………………………80
第三節 殘差分析 ………………………………………………85
第四節 相關分析 ………………………………………………88
第五節 假說檢定 ………………………………………………91
第六節 討論 ……………………………………………………99
第五章 結論與建議 …… ………………………………………….103
第一節 研究結論 ……………………………………………103
第二節 管理意涵………………………………………………103
第三節 研究限制………………………………………………107
第四節 研究建議………………………………………………108
參考文獻………………………………………………………………111
中文部份…………………………………………………………111
英文部份…………………………………………………………113


附錄
問卷………………………………………………………………126
表目錄
表1-1 台灣旅客在目前經濟能力下，想出國旅遊前10個地點....3
表2-1　觀光、遊憩特性之型態別…………………………………9
表2-2　吸引力得點別與觀光吸引力項度…………………………15
表2-3　吸引力項度與參觀所需時間………………………………15
表2-4 顧客滿意的定義……………………………………………31
表2-5 遊客滿意過程………………………………………………32
表3-1 各家航空公司台日定期航線之航點與班次………………66
表3-2　研究對象之問卷分配發放份數……………………………69
表3-3 觀光吸引力之問卷設計……………………………………70
表3-4 觀光形象認知之問卷設計…………………………………71
表3-5 顧客滿意之問卷設計………………………………………72
表3-6 重遊意願之問卷設計………………………………………73
表3-7 前測各研究變數之信度值…………………………………74
表4-1 問卷調查之樣本敘述 ………………………………………79
表4-2 各題項之信度、平均數、標準差分析 ……………………81
表4-3 正式問卷之效度 ……………………………………………84
表4-4 相關係數的強度大小與意義對照表 ………………………89
表4-5 Pearson相關分析……………………………………………90
表4-6 觀光吸引力對旅客主觀觀光形象認知之複迴歸分析 ..........92
表4-7 觀光吸引力對旅客客觀觀光形象認知之複迴歸分析………93
表4-8 觀光吸引力與觀光形象認知對顧客滿意之複迴歸分析……94
表4-9 觀光形象認知與顧客滿意對自主性旅客重遊意願之複迴歸
分析..…………………………………………………………..96
表4-10觀光形象認知與顧客滿意對依賴性旅客重遊意願之複迴歸
分析...……………………………………………………….. 97
表4-11 假說驗證結果…………………………………….………… 98
圖目錄
圖2-1 觀光吸引力資源之類別…………………………………16
圖2-2 觀光目的地形象的組成要素……………………………22
圖2-3 消費者滿意瑞典模式……………………………………34
圖2-4 旅遊動機與觀光地區形象相關圖………………………48
圖3-1 觀念性架構圖……………………………………………55
圖3-2 台灣旅客目前入境日本之航點…………………………67
圖4-1 標準化殘差次數分配圖…………………………………86
圖4-2 標準化殘差P-P圖………………………………………86
圖4-3 殘差值的散佈圖…………………………………………87
圖4-4 殘差值與預測值的散佈圖………………………………88

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