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研究生:林怡芬
研究生(外文):Yi-Fen Lin
論文名稱:目的地意象、知覺品質與滿意度之研究-以九份日籍遊客為例
論文名稱(外文):A Relationship Study of Japanese Tourist’s Destination Image, Perceived Quality and Satisfaction at Jioufen, Taipei
指導教授:王明元王明元引用關係
指導教授(外文):Ming-Yuan Wang
學位類別:碩士
校院名稱:國立高雄應用科技大學
系所名稱:觀光與餐旅管理研究所
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:2008
畢業學年度:96
語文別:中文
論文頁數:122
中文關鍵詞:目的地意象知覺品質滿意度遊後行為日籍遊客
外文關鍵詞:destination imageperceived qualitysatisfactionpost-purchasing behaviorJapanese tourists
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 台灣自2002年推動「觀光客倍增計畫」以來,來台外籍遊客人次大幅增加,但是到了2007年下半年度,由於受到日本景氣不振、日圓貶值等影響,日人出國旅遊意願低迷,台灣觀光産業連帶受到衝擊,來台日籍觀光人次呈現負成長狀態。長期以來,日本一直是來台外籍遊客的第一位,因此吸引更多日籍遊客來台觀光消費,對台灣觀光發展是重要的課題。許多學者皆指出,遊客對於旅遊目的地之意象,不僅會影響其旅遊目的地的決擇,更會影響其旅遊後之感受,進而影響重遊意願與推薦意願。因此,目的地意象的包裝與宣傳被視為是重要的旅遊目的地行銷手法。
 九份由於其歷史背景與地理位置特殊,目前是台灣北部地區重要的觀光景點,本研究以「九份地區」日籍遊客作為實證研究對象,研究目的旨在探討九份日籍遊客的目的地意象、知覺品質、滿意度與遊後行為之間的影響程度與因果關係;研究方法為問卷調査法,資料分析法採用敘述性統計、T檢定、單因子變異數分析、因素分析、多元迴歸分析與徑路分析。研究結果發現:(1)不同人口統計變項在目的地意象、知覺品質、滿意度與遊後行為上具有顯著性差異。(2)日籍遊客之目的地意象對知覺品質、滿意度有直接正向的影響,但對遊後行為則需透過知覺品質與滿意度的中介效果才會有影響。(3)知覺品質對滿意度與遊後行為有直接正向的影響。(4)滿意度是影響遊後行為的關鍵因素。依據研究結果,對政府相關單位及業者提出建議如下:(1)鼓勵並協助電影、電視劇拍攝九份故事,以達到置入性行銷的目的。(2)加強各項品質管理、做好環境衛生清潔工作、增加廁所數量。(3)以知性且大眾化的套裝行程作為主力商品。(4)整合當地資源,舉辦多種能引起日籍遊客興趣之主題式活動,如:不同年代台灣風情主題活動等。
Since Taiwan promoted “Doubling Tourist Arrivals Plan” in 2002, the number of foreign tourists has boosted substantially. However in the second half of 2007, due to the depression in Japan and devaluation of Japanese yen, Japanese people had low will to travel abroad. It was also a shock to Taiwan tourism industry. The number of Japanese tourists had negative growth. For a long time, Japanese tourists were the primary foreign visitors, so attracting more Japanese tourists to visit and consume in Taiwan was an important subject of tourism development of Taiwan. A lot of scholars all pointed out that destination image of visitors influenced not only the choice of the destination but also the feeling after traveling, and then it influenced the will of revisiting and recommendation. Therefore, packaging and propaganda of the destination image were considered to be an important marketing tactics of travel destination.
Due to its historical background and special geographical position, Jioufen was an important sight-seeing resort of northern Taiwan at present. The empirical object of this research was Japanese tourists in Jioufen. The purpose of this research aimed at the influence degree and causality among destination image, perceived quality, satisfaction, and post-purchasing behavior of Japanese tourists in Jioufen; the method of this research was questionnaire survey. The data analysis adopted descriptive statistics, independent-sample T test, one-way ANOVA, factor analysis, multiple linear regression and path analysis. The result of research showed that (1) different population statistics variables of the tourists’ destination image, perceived quality, satisfaction and post-purchasing behavior have obvious difference; (2) The destination image of Japanese tourists had direct and positive influence on perceived quality and satisfaction; (3) Perceived quality had direct and positive influence on satisfaction and post-purchasing behavior; (4) Satisfaction was a key factor of post-purchasing behavior. According to the result of this research, the recommendations for government bureaus and travel business was as follows: (1) Strengthen the destination image of potential Japanese tourists for Jioufen through print media, such as the newspapers, magazines, tourist handbook, etc. (2) Strengthen every quality control, keep the environment clean and increase the numbers of the toilet. (3) Offer Japanese guide service to improve the independent travelers’ inherent feeling for the travel quality in Jioufen. (4) Combine local resources to hold various theme activities which can cause visitors’ interests, such as customs and traditions in different age in Taiwan, etc.
摘要I
誌謝V
目錄VII
表目錄XI
圖目錄XIII
第一章 緒論1
1.1研究背景與動機1
1.2研究目的5
1.3研究流程6
第二章 文獻探討7
2.1日籍遊客來台現況7
2.2台北縣瑞芳鎮九份介紹8
2.3目的地意象(destination image)11
2.3.1目的地意象之理論與相關研究11
2.3.2目的地意象之定義14
2.3.3目的地意象之影響層面16
2.3.4目的地意象之衡量17
2.4知覺品質(perceived quality)18
2.4.1知覺品質之理論與相關研究18
2.4.2知覺品質之定義22
2.4.3知覺品質之影響層面22
2.4.4知覺品質之衡量23
2.5滿意度(satisfaction)26
2.5.1滿意度之理論與相關研究26
2.5.2滿意度之定義 28
2.5.3滿意度之影響層面29
2.5.4滿意度之衡量 29
2.6遊後行為(post-purchasing behavior)30
2.6.1遊後行為之理論與相關研究30
2.6.2遊後行為之衡量31
第三章 研究方法32
3.1研究架構32
3.2研究變項與操作性定義33
3.2.1目的地意象33
3.2.2知覺品質33
3.2.3滿意度33
3.2.4遊後行為33
3.2.5人口統計變項 33
3.3研究假設34
3.4問卷設計34
3.4.1目的地意象量表34
3.4.2知覺品質量表37
3.4.3滿意度量表39
3.4.4遊後行為量表 40
3.4.5人口統計變項之問項41
3.5前測結果42
3.6研究對象與範圍47
3.7資料分析方法47
3.7.1敘述性統計(descriptive statistics)47
3.7.2項目分析(item analysis)48
3.7.3信度分析(reliability analysis)48
3.7.4因素分析(factor analysis)48
3.7.5獨立樣本t檢定(independent-sample T test)48
3.7.6單因子變異數分析(one-way ANOVA)49
3.7.7多元迴歸分析(multiple linear regression analysis)49
3.7.8徑路分析(path analysis)49
第四章 研究結果分析50
4.1樣本特性分析50
4.2目的地意象與知覺品質之因素分析53
4.2.1目的地意象因素分析54
4.2.2知覺品質因素分析57
4.3人口統計變項對於目的地意象差異性分析66
4.3.1人口統計變項對於目的地意象之t檢定66
4.3.2人口統計變項對於知覺品質之t檢定68
4.3.3人口統計變項對於滿意度與遊後行為之t檢定70
4.3.4人口統計變項對目的地意象之單因子變異數分析73
4.3.5人口統計變項對知覺品質之單因子變異數分析77
4.3.6人口統計變項對滿意度和遊後行為之單因子變異數分析81
4.4目的地意象、知覺品質對滿意度和遊後行為之迴歸分析85
4.4.1目的地意象對遊後行為之迴歸分析85
4.4.2知覺品質對遊後行為之迴歸分析87
4.4.3目的地意象對滿意度之迴歸分析88
4.4.4知覺品質對滿意度之迴歸分析89
4.5目的地意象、知覺品質、滿意度與遊後行為徑路分析之驗證91
4.5.1目的地意象、知覺品質、滿意度與遊後行為之徑路模式分析92
4.5.2目的地意象、知覺品質、滿意度與遊後行為之徑路分析結果94
第五章 結論與建議 100
5.1結論100
5.1.1人口統計變項對於目的地意象、知覺品質、滿意度與遊後行為的影響100
5.1.2目的地意象的影響層面100
5.1.3知覺品質的影響層面103
5.1.4滿意度的影響層面104
5.2建議104
5.2.1對業者之建議104
5.2.2對旅遊相關單位之建議105
5.2.3對政府相關單位之建議106
5.3研究限制106
5.4後續研究建議108
參考文獻110
附錄一117
附錄二123
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Zeithaml, V. A. (1988). Consumer perceptions of price, quality and value: a means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22.
Zeithaml, V. A., Berry, L. L. & Parasurman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60, 31-46.
三、網頁部份
交通部觀光局,2003年來臺旅客消費及動向調查,上網日期:2008年5月18日,檢自:http://admin.taiwan.net.tw/statistics/File/200312/92來台中摘.htm
交通部觀光局,2004年來臺旅客消費及動向調查,上網日期:2008年5月18日,檢自:http://admin.taiwan.net.tw/statistics/File/200412/93來台中摘.htm
交通部觀光局,2005年來臺旅客消費及動向調查,上網日期:2008年5月18日,檢自:http://admin.taiwan.net.tw/statistics/File/200512/94來台中摘.htm
交通部觀光局,2006年來臺旅客消費及動向調查,上網日期:2008年2月26日,檢自:http://admin.taiwan.net.tw/statistics/File/200612/95來台中摘.htm
交通部觀光局,2006年觀光外匯收入統計,上網日期:2008年2月26日,檢自:
http://admin.taiwan.net.tw/statistics/File/200612/table16_2006.pdf
交通部觀光局,2007年歷年來臺旅客統計,上網日期:2008年3月20日,檢自:
http://admin.taiwan.net.tw/statistics/File/200712/table01_2007.pdf
交通部觀光局,2007年1-12月觀光市場概況,上網日期:2008年3月20日,檢自:http://admin.taiwan.net.tw/indexc.asp
交通部觀光局,2008年1-6月觀光市場概況,上網日期:2008年7月25日,檢自:http://admin.taiwan.net.tw/indexc.asp
九份商圈聯誼會,上網日期:2008年5月16日,檢自:
http://www.9sale.org/index.php
臺北縣瑞芳鎮公所,上網日期:2008年5月16日,檢自:
http://www.rueifang.tpc.gov.tw/index.aspx

維基百科,九份,上網日期:2008年5月16日,檢自:
http://zh.wikipedia.org/w/index.php?title=%E4%B9%9D%E4%BB%BD&variant=zh-tw
維基百科,悲情城市,上網日期:2008年5月16日,檢自:
http://zh.wikipedia.org/w/index.php?title=%E6%82%B2%E6%83%85%E5%9F%8E%E5%B8%82&variant=zh-tw
ウィキペディア,九フン,上網日期:2008年5月16日,檢自:
http://ja.wikipedia.org/wiki/%E4%B9%9D%E3%83%95%E3%83%B3
ウィキペディア,千と千尋の神隠し,上網日期:2008年5月16日,檢自:
http://ja.wikipedia.org/wiki/%E5%8D%83%E3%81%A8%E5%8D%83%E5%B0%8B%E3%81%AE%E7%A5%9E%E9%9A%A0%E3%81%97
World Tourism Organization, 上網日期:2007年12月26日,檢自:
http://www.unwto.org/index.php
World Travel and Tourism Council, 上網日期:2007年12月26日,檢自:
http://www.wttc.org/
World Economic Forum,上網日期:2008年2月26日,檢自:
http://www.weforum.org/en/index.htm
World Economic Forum:The Travel & Tourism Competitiveness Index 2008,上網日期:2008年2月26日,檢自:http://www.weforum.org/ttcr08browse/index.html
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