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研究生:陳嘉驊
研究生(外文):Chia-Hua Chen
論文名稱:體驗價值前因之研究---以南投清境地區為例
論文名稱(外文):Antecedents of Experiential Value in Nantou Chingjing
指導教授:黃淑琴黃淑琴引用關係
指導教授(外文):Shu-Chin Huang
學位類別:碩士
校院名稱:朝陽科技大學
系所名稱:企業管理系碩士班
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:2007
畢業學年度:95
語文別:中文
論文頁數:124
中文關鍵詞:遊客間互動旅遊動機環境體驗體驗價值
外文關鍵詞:Travel MotivationCustomer-to-Customer InteractionEnvironmental ExperienceExperiential Value
相關次數:
  • 被引用被引用:7
  • 點閱點閱:609
  • 評分評分:
  • 下載下載:8
  • 收藏至我的研究室書目清單書目收藏:3
隨著體驗經濟時代的發展,旅遊業者無不致力於設計各種具有滲透力的遊憩體驗活動,讓遊客獲取感動人心的旅遊體驗,且擁有難以忘懷的回憶,而了解遊客的旅遊動機將有助於業者提供符合遊客旅遊目標之體驗活動。將服務接觸運用在休閒服務體驗的研究,須包含實體環境知覺與人員互動因素。因此,本研究以遊客體驗觀點,探討遊客旅遊動機對遊客間互動、環境體驗之影響,進而創造體驗價值。本研究以問卷調查480位到訪南投清境地區之國內旅行團或團體出遊的遊客。實證結果顯示:(1)「逃避動機」是遊客到訪南投清境地區最主要的旅遊動機;「幫助」是遊客間最頻繁的互動行為;「自然環境體驗」是感受最強烈的環境體驗;「美學」是價值感最高的體驗價值。(2)旅遊動機對遊客間正面互動行為有顯著正向影響,對負面互動行為有顯著負向影響,但主宰誘因動機與遊客間互動的關係卻恰好相反;(3)旅遊動機對環境體驗有顯著正向影響;社交動機及主宰誘因愈高對於活動規劃之體驗愈強,主宰誘因及逃避動機愈高對自然環境體驗愈深刻;另外逃避動機與知性動機愈高對服務體驗則愈強;(4)正面的遊客間互動行為,如幫助、語言表達及學習行為愈高,則體驗價值愈高;而負面的互動行為,如阻礙的互動行為愈高,遊客對消費投資報償之觀感則愈低;(5)環境體驗對遊客體驗價值具有顯著正向影響;其中以自然環境體驗影響體驗價值最為顯著。基於這五項研究結果,本研究針對旅遊動機、環境體驗、遊客間互動及體驗價值之應用,提出管理意涵與實務建議。最後,提出四項研究貢獻與未來研究方向。
Within the advent of the experience economy, travel agencies and tour operators are desperately involved in the projects of recreation activities all based on experience, for providing tourists with impressively memorable recollections. Fathoming travel motivation thus is conducive for companies to launching experiential activities catering to tourists’ travel purposes. A research that applies the service encounters to the service experience of leisure must be included the physical environment perception and interaction factors. Accordingly, the present study from the perspective of tourist experience attempted to explore the effects of travel motivation on customer-to-customer interaction and environmental experience, and then create experiential value. Participants (n= 480) who have even been Cingjing Veterans Farm located at Nantou County, were recruited in answer for the hypotheses of the study.
Outcomes of the study manifested that: (1)Stimulus-avoidance is the most travel motivation for tourists traveled in Cingjing Veterans Farm; help is the most common interaction act; for the environmental experience, natural environmental experience is the most significant; aesthetic factor is the highest experiential value; (2) travel motivation and right customer-to-customer interaction were related in significant positive direction, and inappropriate customer-to-customer interaction were related in significant negative direction, competence mastery is antipodes; (3) travel motivation had a significant positive effect on environmental experience; The higher social component and competence mastery, the more activity planning experience; The higher stimulus-avoidance and competence mastery, the deeper natural environment experience; As well as the higher stimulus-avoidance and intellectual motive, the stronger service experience; (4) the more customer-to-customer interaction such as help, expression and learning behavior, the higher experiential value; The more inappropriate customer-to-customer interaction such as hindrance, judgment, the lower consumer return on investment; and (5) environmental experience has a significant positive effect on tourist experiential value. Natural environment experience is the most momentous factor for affecting experiential value. According to the above results, the present study proposed some implications, and in turn proffered practical recommendations and managerial significance in terms of travel motivation, environmental experience, customer-to-customer interaction, and experiential value. Finally, researcher advance four contributions and suggestions in the future.
本文目錄
中文摘要 Ⅰ
英文摘要 Ⅱ
謝辭Ⅲ
表目錄 Ⅵ
圖目錄 Ⅶ
第壹章 緒論 1
第一節 研究背景及研究動機 1
第二節 研究目的 5
第三節 研究流程 6
第貳章 文獻探討 7
第一節 旅遊動機 7
第二節 遊客間互動 16
第三節 環境體驗 25
第四節 體驗價值 33
第參章 研究方法 41
第一節 研究架構與研究假設 41
第二節 研究對象與抽樣方法 47
第三節 研究變數操作性定義與量表設計 49
第四節 預試及問卷文字修訂 54
第五節 分析方法 55
第肆章 研究結果 59
第一節 樣本結構 59
第二節 效度與信度 62
第三節 研究架構之模型整體適配性分析 75
第四節 旅遊動機與遊客間互動及環境體驗之影響分析 78
第五節 遊客間互動與體驗價值之影響分析 83
第六節 環境體驗與體驗價值之關係 86
第七節 遊客間互動及環境體驗與體驗價值之關係 88
第伍章 結論與建議 91
第一節 實證結論 91
第二節 研究貢獻 96
第三節 管理實務意涵 97
第四節 研究限制及未來研究建議 101
參考文獻 103
附錄一 問卷 121

表目錄
表2-1 旅遊動機分類表 12
表2-2 遊客間互動構面之意涵 20
表2-3 顧客間互動相關研究整理 22
表2-4 環境體驗文獻之整理 30
表2-5 顧客價值分類表 37
表2-6 體驗價值相關研究彙整表 39
表3-1 本研究各構面衡量量表 52
表4-1 問卷回收情況 60
表4-2 樣本基本資料表 62
表4-3 環境體驗因素分析之適合性檢驗 63
表4-4 環境體驗因素分析 65
表4-5 各變數之模式適配度指標 67
表4-6 各構面Cronbach''s α係數值整理表 72
表4-7 研究變數敘述統計分析 74
表4-8 本研究模型之路徑分析結果 76
表4-9 旅遊動機對遊客間互動之迴歸分析 80
表4-10 旅遊動機對環境體驗之迴歸分析 82
表4-11 遊客間互動對體驗價值之迴歸分析 85
表4-12 環境體驗對體驗價值之迴歸分析 87
表4-13 遊客間互動及環境體驗對體驗價值之迴歸分析 90
表5-1 研究假說驗證結果 95

圖目錄
圖1-1 研究流程圖 6
圖2-1 影響環境體驗之整合架構圖 28
圖2-2 體驗價值類型 35
圖3-1 研究架構圖 46
圖4-1 旅遊動機之二階驗證性因素分析 68
圖4-2 遊客間互動之二階驗證性因素分析 69
圖4-3 體驗價值之二階驗證性因素分析 70
圖4-4 體驗價值前因路徑模式圖 77
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