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研究生:潘至彥
研究生(外文):Chin-Yen Pan
論文名稱:傳統藝術中心旅遊真實性之探討
論文名稱(外文):Exploring for the Tourist Authenticity Perception:A Case study of Center for Traditional Arts
指導教授:蔡明達蔡明達引用關係
指導教授(外文):Ming-Ta Tsai
學位類別:碩士
校院名稱:佛光大學
系所名稱:管理學系
學門:商業及管理學門
學類:財務金融學類
論文種類:學術論文
論文出版年:2009
畢業學年度:97
語文別:中文
論文頁數:78
中文關鍵詞:真實性樂趣顧客滿意度產品涉入
外文關鍵詞:AuthenticityFunCustomer SatisfactionProduct Involvement
相關次數:
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  • 下載下載:149
  • 收藏至我的研究室書目清單書目收藏:3
摘要
現代消費環境日益複雜,消費者對於產品服務選擇會更為謹慎。而真實性的需求與堅持,已經在各式各樣市場購買中反應出來,包括旅行紀念品、各地民族的食物、參觀歷史的古蹟導覽或允許對歷史的重建及民俗藝術等。而真實性一詞最早起源於中世紀的歐洲,其最早的解讀有“Authoritative”和“Original”這兩種涵義。
真實性的概念最早應用在辨別古董物品與藝術品的真與假,而在現今對真實性的探討已不局限,逐漸延伸到其他領域。在國外亦有一些學者開始去了解真實性的定義及相關文獻,並將真實性的探討擴展至民族文化遺產旅遊業上,包括民俗文化、古鎮懷舊之旅、古蹟巡禮、歷史老街探訪以及有關傳統民俗活動觀光舞台的呈現等。其中最令人關注的是國外已經將真實性的概念應用在民族文化遺產旅遊業上,反觀國內比較少去探討,但亦開始有在做這方面的發展,如,民俗文化觀光等。而從眾多相關的真實性文獻裡頭發現真實性這一個主題是值得研究的,再加上國內鮮少有學者將真實性融入民族文化遺產等相關產業主題應用於旅遊市場上。
本研究將研究主題訂定為「國立傳統藝術中心」。國立傳統藝術中心集合全國傳統藝術與民俗表演、民俗典藏文物及工藝等,並以傳統農業生活形態的展演方式去積極投入民間的活力、人力與物力,以呈現出台灣傳統文化的縮影,目的在於讓旅客看見台灣文化的價值,獲得本身文化特色的自我認同。
從這可看出國立傳統藝術中心是屬於一種真實的再生(authentic reproduction),具有濃厚的仿造背景也就是所謂具有象徵性的真實,是一個極具符合真實性條件的探討主題。
Abstract
Modern consumer environment has become increasingly complex; consumers are getting more and more cautious on choosing products and services. And their demand and insistence on authenticity has been reflected from various market purchasing behaviors, which include souvenirs for trips, ethnic foods, touring guide for historic sites, reenactment of histories, folk arts, etc. The term “authenticity” originates from Medieval Europe; its original meaning has two interpretations: “Authoritative” and “Original.”
The concept of authenticity was applied to the authentication of antiques and art works originally, but it has been extended gradually beyond its limit into other areas these days. Also, some researchers abroad are beginning to explore the definition of authenticity perception in related publications and extend it to ethnic cultural heritage tourism, which includes folk culture, nostalgic tour of ancient towns, tour of historic sites, tour of historic streets, and stage presentations related to traditional folk activities etc.; the one that attracts the eyes most among them is that the concept of authenticity has been applied to ethnic cultural heritage tourism abroad. In contrast, little researches have been done domestically, but also are beginning to develop toward this direction such as folk cultural tourism etc. Nevertheless, it is found in many publications related to authenticity perception that the subject of authenticity perception is a good topic for research; not to mention that domestic researchers rarely apply the industrial subjects related to integrating authenticity perception into ethnic cultural heritage etc., to tourism market.
The research theme of this study is focused on the “National Center for Traditional Arts.” National Center for Traditional Arts collects nationally traditional arts, folk performances, folklore, and folk crafts etc. and utilizes a method that exhibits traditional agricultural lifestyles to invest actively non-governmental vitality, manpower, and resources to present a microcosm of Taiwan’s traditional culture. Its purpose is to enable tourists to notice the value of Taiwan’s culture and to identify with our own cultural characteristics.

It can be seen that National Center for Traditional Arts belongs to one type of authentic reproduction, which possesses a highly simulated background, i.e. symbolic reality. It is a research subject that is highly consistent with the conditions of authenticity perception.
目錄
摘要 ii
目錄 vi
第壹章 緒論 1
第一節 研究背景 1
第二節 研究動機 4
第三節 研究目的 6
第四節 研究範圍 6
第五節 研究流程 8
第貳章 文獻探討 9
第一節 真實性概念及其主要觀點 9
第二節 樂趣 17
第三節 顧客滿意度 18
第四節 產品涉入 23
第參章 研究架構與方法 27
第一節 觀念架構 27
第二節 研究假設之推導 28
第三節 操作性定義、衡量方式與問卷設計 30
第四節 資料蒐集方法 36
第五節 資料分析方法 36
第肆章 實證分析 38
第一節 樣本基本資料分析 38
第二節 衡量變數信度、效度及因素分析 44
第三節 真實性知覺、樂趣與產品涉入對顧客滿意度顯著性影響分析 51
第伍章 結論與建議 55
第一節 研究發現 55
第二節 研究結論 57
第三節 未來研究建議 58
第四節 研究限制 59
參考文獻 60
附錄一 量表 65

圖目錄
圖1-1 研究流程圖 8
圖2-1 失驗模式 21
圖3-1 本研究觀念架構 27


表目錄
表1-1 97年觀光遊憩區旅客人次統計 3
表2-1 各學者對真實性定義 16
表2-2 各學者對顧客滿意度之定義 22
表2-3 消費者高/低設入決策的差異 25
表2-4 各學者對產品涉入之定義 26
表3-1 真實性知覺 32
表3-2 顧客滿意度 34
表3-3 產品涉入 35
表3-4 樂趣 35
表3-5 傳藝中心問卷配額抽樣比率 36
表4-1 性別分佈表 38
表4-2 各年齡層分佈表 39
表4-3 婚姻狀況分佈表 39
表4-4 教育程度分佈表 40
表4-5 職業類別分佈表 40
表4-6 來訪遊伴分佈表 41
表4-7 藝文消費分佈表 41
表4-8 傳藝中心花費金額分佈表 42
表4-9 居住地分佈表 42
表4-10 來傳藝次數分佈表 43
表4-11 真實性知覺因素分析表 44
表4-12 顧客滿意度因素分析 47
表4-13 樂趣因素分析 48
表4-14 產品涉入因素分析 49
表4-15 各構面相關假設檢定 51
表4-16 研究假設之檢定彙整表 54
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1. 漫畫、意識形態與樂趣:關於漫畫書與兒童讀者的研究
2. 南投地區國小學童體育課運動樂趣與學習滿意度相關之研究
3. 國小學童在不同體育課程中心跳率、參與樂趣和課後身體活動量之差異研究
4. 消費者在放棄的產品資訊下其悔恨程度對購後行為影響之研究
5. 體驗行銷、創新特徵與消費者滿意度之關係─以產品涉入為調節變數
6. 獨特性產品之涉入程度與消費者滿意度之關係研究
7. 非價格促銷與服務品質對顧客價值,忠誠度,滿意度與再購意願之關連性探討-以高雄市百貨公司化妝品為例
8. 『產品資訊』、『產品涉入』、『知覺品質』、『資訊傳遞』對『顧客滿意度』及『再購買意願』的影響-以保健食品為例
9. 體驗行銷、顧客滿意度、顧客忠誠度關係之實證研究-產品涉入之中介與干擾效果
10. 原真性與知覺風險的關連性之研究-以快速消費性商品為例
11. 產品涉入、顧客滿意度與轉換成本對品牌轉換的影響
12. 消費者參與網路團購購買動機與滿意度之研究-以南部地區為例
13. 不同的音樂類型對消費者情緒反應、產品涉入、等待時間知覺及顧客滿意度關係之研究-以伯汀尼咖啡簡餐為例
14. 後危機時期投資人購買銀行理財金融商品意願影響因素之實證研究
15. 網購顧客滿意度、顧客忠誠度與產品涉入關聯性之研究-以中部地區網購消費者為例