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研究生:鄭如婷
研究生(外文):Chang ju ting
論文名稱:茶觀光客動機與紀念品購買偏好之探討-以貓空地區為例
論文名稱(外文):The relationship between tea tourists’ motivations and souvenir purchase preference
指導教授:魏玉萍魏玉萍引用關係
學位類別:碩士
校院名稱:中國文化大學
系所名稱:觀光事業研究所
學門:民生學門
學類:觀光休閒學類
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:96
中文關鍵詞:茶觀光旅遊動機紀念品購買偏好
外文關鍵詞:tea tourismmotivationsouvenir purchasing preference
相關次數:
  • 被引用被引用:17
  • 點閱點閱:863
  • 評分評分:
  • 下載下載:46
  • 收藏至我的研究室書目清單書目收藏:10
自1980年代開始有了文化觀光的概念,傳統烹飪即被視為文化觀光的一種方式,這種將當地的特色餐飲與觀光連結發展為餐飲觀光已逐漸成為吸引觀光客的方式。餐飲觀光中包含了食物和飲料二大部份,例如葡萄酒觀光、啤酒觀光等,而以茶為主題的觀光方式也逐年增加中。若要了解新型態旅遊市場必須要先了解遊客的動機。動機會影響紀念品購買偏好,因此本研究以貓空地區茶觀光客為對象,探討茶觀光動機與紀念品購買偏好之關係。
前往貓空之茶觀光客動機可分為「茶文化」、「新奇體驗」、「調劑及人際」及「生理動機」;依照茶觀光客之動機可將茶觀光客分為四類:「滿足生理需求者」以年輕女性居多,大多為未婚者,以第一次到休閒茶園者居多,喝茶的頻率較低,且較不會購買紀念品;「新奇體驗者」已退休者較其他類型多,故年齡層偏高,到休閒茶園的次數也較多;「茶愛好者」學歷普遍較高,對茶有點了解且很有興趣,也比較會購買茶相關紀念品;「社交/放鬆者」老年人佔比較多,對茶有點了解及興趣,但較不會購買紀念品。購買紀念品的屬性中,商店屬性偏好可分為「商店印象及銷售人員」、「商品多元性、「交通因素」及「商品及促銷」,而紀念品屬性偏好則分為「特殊性」和「實用性」,旅遊動機與商店屬性偏好為顯著相關性,但旅遊動機與紀念品屬性偏好無顯著相關。
Cultural tourism is more and more popular, and culinary tradition is one kind of cultural tourism. Although tea tourism is increasing, there is a little known about the tea tourism. In order to understanding the new type of market, it is necessary to understand the motivations of the tourists first. Tourists’ motivations would affect their preferences of souvenir purchasing. This study explores the links between tea tourists’ preferences for souvenir purchase from their motivations. The motivations of tea tourists were divided into four parts: ‘culture of tea’, ‘novel experience’, ‘satisfy physiological drive’, and ‘social/relax’. ‘Tea lover’ were the typical tea tourists who’s main motivation were ‘culture of tea’, they were knowledgeable about tea and interested in tea very much. They were more likely to buy tea and learn about tea. Store attributes were classified into four parts: ‘store image and sales’, ‘product variety’, ‘traffic’ and ‘product and promotion’. Souvenir attributes were classified into two parts: ‘unique’ and ‘practicality’. The tea tourists’ preference to store attribute were significantly and positively affected by tourist’s motivations.
內容目錄
中文摘要 ....................... iii

英文摘要 ....................... iv
誌謝辭  ....................... v
內容目錄 ....................... vi
表目錄  ....................... viii
圖目錄  ....................... ix
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............... 4
第三節 研究範圍及對象............... 6
第四節 研究內容與流程............... 7
第二章  文獻回顧...................... 9
  第一節  餐飲觀光................. 9
  第二節  台灣觀光茶園發展與現況......... 17
第三節 旅遊動機................. 21
第四節 購買偏好.................. 27
第三章  研究設計..................... 37
  第一節  研究架構................. 37
  第二節  研究假設................. 38
第三節 操作性定義................. 39
第四節 問卷設計................. 40
第五節 抽樣設計................. 44
第六節 資料處理與分析................. 46
第七節 預試結果................. 47
第四章  結果與討論..................... 52
  第一節  茶觀光客基本資料................. 52
  第二節  茶觀光客之旅遊動機................. 53
第三節 紀念品購買偏好................. 58
第四節 茶觀光客類型................. 64
第五節 茶觀光客動機與紀念品購買偏好之關係... 71
第五章  結論與建議..................... 74
  第一節  結論...................... 74
  第二節  建議................... 77
  第三節  研究限制................. 79
參考文獻 ....................... 80
附錄一  正式問卷.................. 94


表目錄
表 3- 1 茶觀光動機問項................ 41
表 3- 2 購買偏好商店屬性問項............. 42
表 3- 3 購買偏好紀念品屬性問項............ 43
表 3- 4 茶觀光客社經背景(預試)............ 48
表 3- 5 茶觀光客特性(預試)............... 49
表 3- 6 紀念品屬性之項目分析結果........... 49
表 3- 7 商店屬性之項目分析結果............ 50
表 3- 8 旅遊動機之項目分析結果............. 51
表 4- 1 茶觀光客社經背景 ............ 53
表 4- 2 茶觀光客特性.............. 54
表 4- 3 茶觀光客之旅遊動機.............. 55
表 4- 4 茶觀光客旅遊動機因素.............. 57
表 4- 5 商店屬性偏好................... 59
表 4- 6 商店屬性因素.................. 61
表 4- 7 紀念品屬性偏好................... 63
表 4- 8 紀念品屬性因素................. 64
表 4- 9 各類型茶觀光客動機............... 65
表 4- 10 各類型茶觀光客社經背景............ 69
表 4- 11 各類型茶觀光客特性比較............ 70
表 4- 12 茶觀光動機與商店屬性偏好之相關性......... 72
表 4- 13 茶觀光動機與紀念品屬性偏好之相關性........ 73


圖目錄
圖 1-1 研究流程.................... 8
圖 2-1 餐飲觀光分類(依動機)................ 10
圖 2-2 葡萄酒觀光系統.................. 12
圖 2-3 葡萄酒觀光關鍵性的特色-以觀光客的觀點...... 14
圖 2-4 台灣茶葉生產演變................. 18
圖 2-5 國人歷年茶消費量................. 18
圖 2-6 台灣觀光產品................... 21
圖 3-1 研究架構................... 37
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