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研究生:蘇育宏
研究生(外文):Yu-Hung Su
論文名稱:外籍人士對於台灣觀光地意象之研究
論文名稱(外文):Taiwan’s Image as a Tourist Destination
指導教授:張君如張君如引用關係林進瑛林進瑛引用關係
指導教授(外文):Chun-Ju ChangChin-Ying Lin
學位類別:碩士
校院名稱:朝陽科技大學
系所名稱:應用外語研究所
學門:人文學門
學類:外國語文學類
論文種類:學術論文
論文出版年:2008
畢業學年度:96
語文別:英文
論文頁數:116
中文關鍵詞:市場區隔目的地意象觀光
外文關鍵詞:market segmentationdestination imagetourism
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由於現代人工作事業忙碌,減輕壓力的方式大多傾向外出旅行,以至人們的休閒旅遊意識日益抬頭,且人們的旅行型態隨著交通之便捷、交通工具之變化,旅遊地點、種類等也變得更加多元化。然而自交通部觀光局提出觀光客倍增計畫後,來台旅客逐漸增加,與過去之相比,現今台灣政府投入了更多心血與資金在觀光產業上。如觀光局利用棒球熱在地深根的狀況,邀請「台灣之光」─王建民作為票選台灣意象活動之代言人,活化了台灣的形象,更使票選結果中的布袋戲、玉山和台北101榮登最能代表台灣意象之前三名。
然而此研究為了頡取更多方面之台灣意象,及參考國內外歷年之文獻後,依據Echtner和Ritchie概念性架構之研究方法,以李克特五點量表,設定主要受訪者為來台外國旅客或旅居外國人士,先透過前測問卷,最後發展出以台灣整體意象之問卷。問卷共分成三部份:3題開放式問項、17項封閉式問題與個人背景資料。開放式問項以頻率分析為基礎,選出受訪者提及頻率最高之答案,一一排序。封閉式問題則以Excel計算出各問項滿意度之百分比,列出從非常不同意至非常同意之研究結果。最後,再依據題項選出為功能性-心理性、屬性-整體性或普遍性-獨特性之象限圖。
此研究對象為在台灣之外籍人士,包括旅客、商務人士、居民與學生等等,抽樣地點為中興大學與中山大學之華語文教學中心、國際會議、觀光飯店與國際機場,並採用便利抽樣。刪除無效問卷後,有效問卷為350份。從研究結果中顯示,在開放式問項裡,從外國旅客觀點中,選出台灣意象以“國人友善”和“天氣潮濕炎熱”最為明顯。而封閉式問項中,例如環境、交通、溝通與夜生活顯示出皆有相當程度的結果。最後,此研究提出些許在建立觀光意象中或未來研究上之建言與想法,冀望政府未來能依據台灣意象發展出更具吸引力的口號或宣傳廣告,使台灣在國際旅遊市場上不再邊緣化,它的國際能見度日漸提高,愈來愈多國際人士來台不只是觀光、長期定居或留學,讓台灣不再只是其中一個轉機點,更使台灣的觀光市場成為國際上璀璨之星。
Following the rapid development of mass transportation in the late 20th century, the travel, holiday and relaxation patterns of society have changed substantially and our holidays have become more frequent and more diversified. Travelers can access more destinations more easily than ever before. Tourism brings considerable economical benefits in terms of the foreign exchange reserves and employment opportunities. Accordingly, new tourist destinations are burgeoning and the competition between neighboring countries has increased intensively. Therefore, tourism traders and official institutions become more aware of the importance of making market segmentations in order to find the unique aspects of their particular part of the tourist economy. The Taiwanese government has engaged in strong tourist promotions in recent years, such as “Showing Taiwan to the World” and the Pu-Li “Long-Stay” policy. In comparison with western countries, however, Taiwan has fewer researches studies on destination images and even fewer studies on Taiwan overall image. Therefore, the aim of this study was to document the image of Taiwan as a tourist destination from international tourists’ views. Moreover, a tailor-designed questionnaire based on Echtner and Ritchie’s conceptual framework was employed in this study.
The closed-ended questions were analyzed through Excel and the results were based on the overall image and impression of respondents. A total number of 376 participated with 350 completed the whole questionnaire. The research study comprised of 17 closed-ended questions and 3 open-ended questions using the five Likert scale to analyze and come up with an overall result. Frequency analysis was applied on the 3 open-ended questions while application of proportional rating was used for the 17 closed-ended questions. With regards to the 3 open-ended questions, friendly people, hot and humid weather of Taiwan came up with the highest percentage rating. In the case of the 17 closed-ended questions, environment, transportation, communication and nightlife as part of the closed-ended questions took a considerable percentage rating share in both agree and disagree levels. Finally, this research study on Taiwan as a tourist destination combined some ideas and suggestions on how to boost more of Taiwan’s image in the international market. It is undoubtedly that through strong and consistent labeling of Taiwan with further increase of government involvements will make this island an ideal tourist destination for international holiday makers.
TABLE OF CONTENTS
ABSTRACT.............................................iii
ACKNOWLEGMENTS.........................................v
TABLE OF CONTENTS. ....................................vi
LIST OF TABLES........................................ x
LIST OF FIGURES... ...................................xii
CHAPTER ONE INTRODUCTION............................. 1
Research Background................................... 1
Motivation............................................ 2
Purpose of the Study.................................. 4
Limitations of the Study.............................. 5
Research Procedures................................... 6
Organization of the Study.. ............................8
CHAPTER TWO REVIEW OF THE LITERATURE........ .........9
Definitions of Tourism..... ............................9
Destination Image.......... ...........................10
Destination Image Formation Components................ 14
Destination Image Formation Process................... 19
Assessment and Measurement of the Destination Image... 22
Previous Studies Relating to Taiwan-image............. 27
CHAPTER THREE METHODOLOGY............................ 31
Research Design....................................... 31
Procedures............................................ 31
Participants.......................................... 32
Instruments to Measure Image.......................... 33
Open-ended Questions.................................. 34
Closed-ended Questions................................ 35
Methods to Analyze the Data ...........................36
CHAPTER FOUR RESULT ANALYSIS......................... 38
Respondents’ Profile................................. 38
The Open-ended Questions.............................. 42
Taiwan’s Image as a Tourist Destination.............. 42
The Atmosphere and Feelings while Visiting Taiwan..... 45
Tourist Attractions in Taiwan....... ..................47
The Closed-ended Questions............................ 51
The Climate in Taiwan................................. 51
The Citizens in Taiwan................................ 53
The Atmosphere in Taiwan.............................. 54
The Landscpe in Taiwan................................ 56
The Transportation in Taiwan.......................... 58
The Environment in Taiwan............................. 60
The Nightlife in Taiwan............................... 62
The Communication in Taiwan........................... 63
The Political Stability in Taiwan..................... 65
Taiwan’s Fascinating Culture......................... 67
Shopping in Taiwan .....................................69
The Cost in Taiwan .....................................71
Recreation and Entertainment in Taiwan................ 73
Taiwan a Safe, Pleasant and Exciting Place for Traveling............................................. 75
Taiwan an Appealing Destination....................... 76
Travel Conveniences in Taiwan......................... 78
Tourist Information in Taiwan......................... 79
Analytical View of Echtner and Ritichie’s Conceptual Framework ..............................................80
CHAPTER FIVE CONCLUSION AND RECOMMENDATIONS.......... 86
Conclusion............................................ 86
Recommendations....................................... 89
Labeling Taiwan as One of the Major Tourist Destination in Asia.................................................. 89
Factors that can Make Taiwan More Fascinating and Worthwhile to Discover................................ 92
Positioning Taiwan in International Markets........... 96
Suggestions for Future Studies........................ 98
Final Words........................................... 100
REFERENCES............................................ 102
APPENDIX A - Pilot Investigation Questions............ 111
APPENDIX B - Questionnaire in Formal Study............ 112

LIST OF TABLES
Table 2.1: Tourism Image Attributes................... 16
Table 2.2: Image Formation Components................. 18
Table 2.3: Destination Image Research................. 26
Table 4.1: Profile of Respondents..................... 40
Table 4.2: Taiwan’s Image as a Tourist Destination... 43
Table 4.3: Experienced Atmosphere and Mood while Visiting Taiwan................................................ 46
Table 4.4: Most Frequently Stated Tourist Attractions in Taiwan................................................ 48
Table 4.5: Climate in Taiwan.......................... 52
Table 4.6: Citizens in Taiwan......................... 53
Table 4.7: Atmosphere in Taiwan....................... 55
Table 4.8: Landscape in Taiwan........................ 57
Table 4.9: Transportation in Taiwan................... 59
Table 4.10: Environment in Taiwan..................... 61
Table 4.11: Nightlife in Taiwan....................... 63
Table 4.12: Communication in Taiwan................... 64
Table 4.13: Political Stability in Taiwan............. 66
Table 4.14: Fascinating Culture in Taiwan............. 68
Table 4.15: Shopping in Taiwan........................ 70
Table 4.16: Cost in Taiwan............................ 72
Table 4.17: Recreation and Entertainment in Taiwan.... 74
Table 4.18: Taiwan a Safe, Pleasant and Exciting Place 76
Table 4.19: Taiwan an Appealing Destination........... 77
Table 4.20: Travel Conveniences in Taiwan............. 78
Table 4.21: Tourist Information in Taiwan............. 80


LIST OF FIGURES
Figure 1.1: Flow Chart of the Study Procedures........ 7
Figure 2.1: The Components of Destination Image....... 15
Figure 2.2: Gunn’s Model of Destination Image Formation............................................. 20
Figure 2.3: Model of a Tourist’s Image Formation Process............................................... 21
Figure 4.1: The Attribute/Holistic and Functional/Psychological Components of Destination Image................................................. 83
Figure 4.2: The Common/Unique and Functional/Psychological Components of Destination Image....................... 83
Figure 4.3: The Attribute/Holistic and Common/Unique Components of Destination Image....................... 85
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