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研究生:陳純寧
研究生(外文):Chung-Ning Chen
論文名稱:從發展海域旅遊探討濱海社區永續經營模式之研究-以澎湖菜園社區為例
論文名稱(外文):From the development of oceanic tourism to assess the sustainable development model of coastal community - case study at Che-an, Penghu
指導教授:許寶東許寶東引用關係李宗鴻李宗鴻引用關係鄭天明鄭天明引用關係
指導教授(外文):Pao-Tung HsuTsung Hung LEETian-Ming Cheng
學位類別:碩士
校院名稱:樹德科技大學
系所名稱:經營管理研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2006
畢業學年度:94
語文別:中文
論文頁數:100
中文關鍵詞:海域旅遊行為模式永續經營菜園社區澎湖
外文關鍵詞:Oceanic recreationbehavior modelsustainable developmentChe-an communityPenghu
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本研究以澎湖縣菜園社區為例,從社區居民發展海域旅遊意向及遊客遊後行為探討濱海社區永續經營模式。本研究採自編的問卷,居民意向之問卷內容包括居民對發展海域旅遊之態度、動機、意向、參與行為、對社區現況之知覺、對社區未來預期情況之知覺、及基本資料等七大項,從2005年6月13日至6月30日,以菜園社區每戶之戶長為研究對象,進行問卷調查,共發放148份問卷,其中拒答0份,廢卷2份,實得有效問卷146份。另一方面,遊客行為問卷內容包括旅遊意象、旅遊態度、旅遊動機、遊憩滿意度、遊後行為、旅遊特性、對社區發展海域旅遊的態度、及遊客基本資料等八大項,自2005年6月至9月,利用等距方式進行遊客抽樣調查,以每七位抽取一位遊客為機率樣本,進行問卷調查,共發放470份問卷,實得有效問卷470份,抽樣誤差為4.5% (95%信賴水準)。所收集的資料以SPSS 12.0進行統計分析與檢定,利用敘述統計程序,計算人口統計變數之分布情形,並利用LISREL 8.52進行驗證性因素分析及結構方程式的實證研究,以最大概似估計法(Maximum Likelihood Estimation)對本研究模式中各組變項間之因果關係進行估計。實證結果顯示菜園社區居民對社區發展海域旅遊的態度正向及顯著的直接影響居民的動機及意向,間接影響居民的意向及實際參與行動;居民的動機正向及顯著的直接影響居民的意向及實際參與行動;居民的意向正向及顯著的直接影響實際參與行動。而海域旅遊遊客行為模式的實證結果顯示遊客的旅遊態度顯著的直接影響旅遊動機,間接影響遊憩滿意度及遊後行為;遊客的旅遊態度顯著的直接影響遊憩滿意度,間接影響遊後行為;遊客的旅遊動機顯著的直接影響遊憩滿意度,間接影響遊後行為;遊客的遊憩滿意度顯著的直接影響遊後行為;但遊客的旅遊意象對遊憩滿意度及遊後行為之影響未達顯著水準。
This study assessed the sustainable development of oceanic recreation model from local resident intention model and tourist behavior model at Che-an community, Penghu. This study was used latent variables of local residents’ attitude, motivation, intention, participation, and perception. One hundred and forty-eight questionnaires were administered from on June 2005, no respondent refused to answer and two questionnaires were invalid owing to being incomplete, leaving a total of 146 valid questionnaires. On the other hand, I utilized the latent variables of travel motivation, travel attitude, travel image, satisfaction, post-purchase behavioral intentions, travel characteristics, and elemental data of tourists to examine the tourist behavioral model. Four hundred and seventy valid questionnaires were collected from June to September 2005. The descriptive statistics of socio-demographic was analyzed by SPSS (version 12.0 for windows). The confirmatory factor analysis and structure model analysis were analyzed by LISREL 8.52 for windows. All the parameters were estimated by maximum likelihood method. Empirical results of resident intention model indicated that local residents’ attitude affected the development intention directly and affected the participation indirectly. Motivation affected the development intention and participation directly. Intention affected the participation directly, the empirical results of tourist behavioral model indicated that attitude affected the motivation directly and affected satisfaction and post-purchase behavioral intentions indirectly. Attitude also affected the satisfaction directly and affected post-purchase behavioral intentions indirectly. Motivation affected the satisfaction directly and affected post-purchase behavioral intentions. Satisfaction affected the post-purchase behavioral intentions directly. However, travel image did not have any significant effects on satisfaction and post-purchase behavioral intentions.
目錄
中文摘要……………………………………………………………………..i
英文摘要……………………………………………………………………iii
誌謝…………………………………………………………………………iv
目錄………………………………………………………………………….v
表目錄……………………………………………………………………..viii
圖目錄………………………………………………………………………ix
第一章 緖論……………………………………………………….…...….1
1.1 研究背景與動機……………………………………………………………..…..1
1.2研究目的…………………………………………………………………......…. 3
1.3研究流程…………………………………………………………..………...…...5
第二章 文獻探討與研究假設………………………..………….…….….6
2.1台灣地區海域旅遊的發展…….…………………………………..……….....…6
2.2居民態度、動機、意向與參與之關係………….………………………….…..8
2.3遊客旅遊態度、旅遊動機、旅遊意象、遊憩滿意度、遊後行為之關係.….11
2.4社區永續觀光的發展………………….………………………………..……...16
第三章 研究方法…………………………………………..………….…18
3.1研究架構……………………………………………………………..…..….….18
3.1.1居民對發展海域旅遊之意向………………………….……………………………...……19
3.1.2遊客參與海域旅遊之行為…………………………………....………………………...….20
3.2研究地與研究對象……………………………………………….……...……..20
3.2.1研究地…………………………………………………………………………………….…20
3.2.2研究對象…………………………………………………………………………...…….....22
3.3問卷設計………………………………………………………….………..…...23
3.3.1居民意向問卷設計………………………………………………………………...………..23
3.3.2遊客行為問卷設計…………………………………………………………………...….…24
3.3.3遊客行為問卷量表之預測結果……………………………………………………...…….26
3.4測量尺度..............................................................................................................32
3.5問卷調查與抽樣方法……………………………………………………...….. 32
3.5.1居民問卷調查……………………………………………………………………..…..….…32
3.5.2遊客問卷調查…………………………………………………………………..…….…….32
3.6資料分析方法………………………………..…………………………………33
第四章 結果………………………………..………………………...…..35
4.1居民參與海域旅遊之意向…………………………………………………......35
4.1.1樣本回收與信效度………………………………………………………………….….....35
4.1.2居民社經背景…………….………………………………………………………….....…35
4.1.3居民意向之測量模式………………………………………………………………..……37
4.1.4居民意向之整體模式………………………………………………………...….………..39
4.1.5居民意向之路徑分析…………………………………………………………..…….…...40
4.1.6居民的現在知覺與未來認知……………………………………………………..……....42
4.2遊客參與海域旅遊的遊憩行為模式……………………………..…...….....…46
4.2.1樣本回收與信效度……………………………………………………………..………....46
4.2.2遊客社經背景與旅遊特性………………….……………………………..………..…….46
4.2.3遊客行為之測量模式…………………………………………………………………..…49
4.2.4遊客行為之整體模式……………………………………………………..………….…...51
4.2.5遊客行為之路徑分析………………………………………………….…………….…....52
4.2.6遊客對發展海域旅遊之態度………………………………………………………......…54
第五章 討論……………………………………………………...…........57
5.1社區發展觀光之特色………………………………………………….…........ 57
5.2社區居民社經背景…………………………………………………...….……..58
5.3社區居民對發展海域旅遊之意向……………………………………………..58
5.4社區居民對發展海域旅遊之現在知覺與未來情況…………………….….…59
5.5海域旅遊遊客社經背景與旅遊特性…………………………………………..60
5.6海域旅遊遊客行為模式………………………………………………….…….61
第六章 結論與建議…………………………………………………...…63
6.1結論……………………………………………………………………..………63
6.2建議……………………………………………………………………..………65
參考文獻………………………………………………………...…………66
附錄一 遊客問卷預試…………..………………………………………...81
附錄二 居民正式問卷……………………..…………………………….. 84
附錄三 遊客正式問卷..........................………..………………………….87























表目錄
表1 遊客行為模式項目分析………………………………...………….27
表2 近五年澎湖觀光人數統計平均值………………………………... 33
表3 受訪居民基本資料…………………………………….…………...36
表4 測量模式因素負荷、T-value、平均變異抽取量、組成信度…...38
表5 居民意向之整體適配度…………………………………………....39
表6 居民意向路徑分析之各項效果……………………………….…...40
表7 現在知覺與未來情況之平均值、t值、r值……………..……….43
表8 遊客基本資料……………………….….…………………………..46
表9 遊客旅遊特性……………………………………….………….…..48
表10 測量模式因素負荷、T-value、平均變異抽取量、組成信度…...49
表11 遊客行為之整體配適度…………………………………………....51
表12 遊客行為路徑分析之各項效果…………………………………....54
表13 遊客態度…………………………………………………….……...55
表14 台灣南部地區社區居民的族群結構…………..……………...…...58
表15 遊客社經背景相關研究之比較………………………….…...……60
表16 遊客旅遊特性相關研究之比較……………….……………...……61




圖目錄
圖1 研究流程圖………………………………………………………......5
圖2 菜園社區永續發展模式架構圖………………………………....…18
圖3 居民研究架構圖………………………………………………....…19
圖4 遊客研究架構圖…………………………………….……….…......20
圖5 菜園社區位置圖................................................................................21
圖6 菜園社區居民意向路徑圖………...………………..……….…......41
圖7 居民現在知覺與未來情況之績效分析圖…….…..………...……..45
圖8 遊客遊憩行為路徑圖…………………………….……….…...…...53
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