臺灣博碩士論文加值系統

觀光產業是近年來是備受各國政府高度重視的產業，其連動效益的影響下儼然成為各國外匯挹注的主要來源之一。面對此一發展的態勢，近年來台灣也積極的佈局與發展觀光產業，伴隨著台灣與中國兩岸之間關係日漸開放且互動漸趨熱絡的時空背景下，如何運用適宜的觀光行銷推廣策略，進而爭取中國出境旅遊市場所開創出的最大利益，儼然成為台灣觀光發展上首重的議題。
在觀光研究的領域之中，目的地意象被認定是吸引遊客造訪的關鍵因素之一，其對於區隔競爭者的研究更是提供制定行銷策略與適合之市場定位的重要依據。本研究目的欲從尚未赴台之大陸居民的觀點，探討其對台灣的觀光意象認知情形與赴台旅遊意願。研究對象以大陸地區北京市、天津市、上海市等三處主要城市的居民作為調查對象，調查時間為2009年3月25日至5月15日，獲得有效樣本數共計有583份。
研究結果顯示收入水準較高的大陸城市居民對台灣「旅遊條件完善」與「整體環境良好」的觀光意象認同程度較高；而年齡較長的大陸城市居民則對台灣「自然資源豐富」與「文化資產眾多」的觀光意象認同程度較高、全體受訪者皆表現出高度的赴台意願，其中又以教育程度在「研究所以上」的大陸城市居民為最，同時「旅遊條件完善」與「自然資源豐富」等台灣觀光意象構面正向影響了大陸城市居民的赴台旅遊意願。文末並就觀光管理面向與未來研究提出建議。

Countries around the world have attached great importance to tourism industry in recent years. This has initiated a chain reaction which results in tourism being identified as the leading source of foreign exchange revenues in many countries. Taiwan, for its part, has followed suit by making and implementing comprehensive development plans for its tourism industry over the past few years. With cross-strait relations heading toward opening-up, Taiwan is seeing increasing interactions with Mainland China. Now it is time for Taiwan to contemplate on its key agenda with respect to tourism, namely how to generate maximum profits out of Mainland Chinese tourists through the use of appropriate, effective tourism marketing and promotion strategies.
Tourism studies have identified tourism destination image as one of the key factors in determining visit intention among tourists. Tourism destination image is also an important basis on which travel agencies develop marketing strategies and decide on market positioning. This thesis aims to investigate, though the means of a survey, the tourism image of Taiwan as perceived by a group of Mainland China city residents who have never been to Taiwan and its influence on their intention to visit Taiwan. The target population of the survey covers residents of three municipalities in Mainland China: Beijing, Tianjin, and Shanghai. The survey, conducted in the period between March 25 and May 15, 2009, eventually produced an effective sample size of 583.
Findings in the study suggest that as far as the tourism image is concerned, Taiwan conjures up positive images of “travel infrastructure” and “overall environment” in the minds of higher-income Chinese city residents surveyed, whereas for Chinese senior citizens surveyed, Taiwan is synonymous with “abundant natural resources” and “cultural assets.” All people surveyed, especially those holding postgraduate or higher educational credentials, expressed a strong intention to visit Taiwan. Such intention is reinforced with their positive tourism images of Taiwan such as “travel infrastructure” and “abundant natural resources.” This thesis concludes with suggestions for tourism management and future research.

中文摘要…………………………………………………………………………………………..I
英文摘要……………………………………………………………………………………….…II
目次………………………………………………………………………………………………III
表次……………………………………………………………………………………..…………V
圖次…………………………………………………………………….…………………....…VI
第壹章 緒論………………….…………………………………………………………..……1
第一節 研究背景與動機 …………………………………………………………..…………1
第二節 研究目的 ………………………………………………………………………..……3
第三節 研究範圍與對象 ……………………………………………………………..………3
第四節 研究流程 ……………………………………………………………………..………3
第五節 論文架構 ……………………………………………………………………..………4
第貳章 文獻回顧………………………………………………………………………….……6
第一節 目的地意象 …………………………………………………………………..………6
第二節 中國大陸出境旅遊發展……………………………………………………..………13
第三節 大陸地區人民來台觀光發展與現況………………………………………..………19
第參章 研究方法 ………………………………………………………………….…………25
第一節 研究架構與假設…………………………………………………………..…………25
第二節 問卷設計…………………………………………………………………..…………26
第三節 抽樣設計…………………………………………………………………..…………29
第四節 分析方法…………………………………………………………………..…………30
第肆章 研究結果分析 ………………………………………………………….……………32
第一節 敘述性統計分析………………………………………………………..……………32
第二節 對台觀光意象屬性重視度分析…………………………………………..…………35
第三節 台灣觀光意象屬性因素分析……………………………………………..…………38
第四節 差異性分析……………………………………………………………..……………41
第五節 交叉分析………………………………………………………………..……………45
第六節 對台觀光意象與赴台意願關係之分析………………………………..……………71
第伍章 結論 ……………………………………………………………………….…………72
第一節 研究結果分析討論………………………………………………………..…………72
第二節 研究建議………………………………………………………………..……………76
第三節 研究限制與後續研究建議………………………………………………..…………79
參考文獻 ………………………………………………………………………………..………81
附錄 ……………………………………………………………………………………..………87

一、中文部分
交通部觀光局（2009）。中華民國來台旅客消費及動向調查報告。
王偉寧（2004）。結合外匯管理形式變化分析中國出境旅遊現狀。西南金融，10，27-28。
甘唐沖（2007）。中國大陸旅遊政策與經濟發展：三個層面之分析。國立中山大學博士論 文，未出版。
杜江、厲新建、秦宇、李宏（2002）。中國出境旅遊變動趨勢分析。旅遊學刊，3(17)，44-48。
杜江、蘇文武（2005）。中國出境旅遊發展年度報告。北京市教委人文社會科學研究項目，北京市旅遊教育出版社。
吳武忠、范世平（2004）。中國大陸旅遊總論。揚智文化出版，2-3。
宋章海（2000）。以旅遊者角度對旅遊目的地形象的探討。旅遊學刊雙月刊，1，63-67。
林千如（2002）。大陸專業人士在台購物消費行為之研究。國立東華大學公共行政研究所碩士論文，未出版。
林宗賢（1996）。日月潭風景區旅遊意象及視覺景觀元素之研究。私立東海大學景觀學系研究所碩士論文，未出版。
林晏州（2000）。遊憩區選擇行為之研究－敘述偏好模式之應用。戶外遊憩研究學報，1(13)，63-68。
林鴻偉（2003）。大陸來台旅客之旅遊參與型態、觀光形象滿意度與重遊意願關係之研究。私立世新大學觀光學系碩士論文，未出版。
吳慧薏（2008）。大陸來台旅客對台灣旅遊意象之探討。國立東華大學觀光暨旅遊管理研究所碩士論文，未出版。
馮偉（2005）。中國出境旅遊現況及其未來發展思考。經濟地理，2(25)，244-246。
張逢琪（2003）。旅遊目的地選擇決策行為－以台灣原住民文化園區為例。私立南華大學旅遊事業管理研究所碩士論文，未出版。
張紫菁（2006）。國際觀光客對台灣觀光夜市之觀光意象、旅遊體驗與旅遊構後行為關係之研究。私立銘傳大學觀光研究所碩士論文，未出版。
張廣瑞（2002）。輝煌背後的擔憂。人民論壇，3，33-39。
張輝、厲新建（2003）。中國出境旅遊市場現狀與趨勢判斷。商業研究，262，147-151。
張輝（2004）。中國旅遊產業轉型年度報告。北京市教委人文社會科學研究項目，中國旅遊教育出版社。
劉瓊如、林若慧、吳正雄（2002）。海岸型風景區遊客旅遊意象之區隔研究－以東北角海岸國家風景區為例。戶外遊憩研究學報，15(3)，55-78。
鄭仲（2006）。大陸人民對台灣之旅遊意象與旅遊意願研究。國立東華大學觀光暨遊憩管理研究所碩士論文，未出版。
蔡郁芬（2005）。城市觀光意象對旅遊意願影響之研究－以四大都會區為例。私立南華大學旅遊事業管理研究所碩士論文，未出版。
鍾良瑾（2008）。台灣旅遊市場之定位分析－兩岸業者觀點。國立東華大學觀光暨遊憩管理研究所碩士論文，未出版。

二、英文部分
Assael, H. F. (1984). Consumer Behavior and Marketing Action. Boston: Kent Publishing Co.
Baloglu, S., ＆ McCleary, K. W. (1999). U.S. International Pleasure Traveler’s Images of Four Mediterranean Destinations: A Comparison of Visitors and Non-Visitors. Journal of Travel Research, 38(2), 144-152.
Baloglu, S., ＆ McCleary, K. W. (1999). A Model of Destination Image Formation. Annals of Tourism Research, 26(4), 607-616.
Birgit, L. (2001). Image Segmentation: The Case of a Tourism Destination. Journal of Services Marketing, 15(1), 49-66.
Bojanic, D. C., ＆ Calantone, R. J. (1989). Multiple Multinational Tourism Positioning Using Correspondence Analysis. Journal of Travel Research, 28(2), 25-32.
Butler, R. (1980). The Concept of a Tourist Area Cycle of Evolution.Canadian Geographer,24, 5-12
Chen, C. F., ＆ Tsai, D. C. (2007). How Destination Image and Evaluative Factors Affect Behavioral Intentions? Tourism Management, 28, 1115-1122
Chaudhary, M. (2000). India’s Image as a Tourist Destination – a Perspective of Foreign Tourists. Tourism Management, 21, 293-297.
Chen, J. S., ＆ Hsu, C. H. (2000). Measurement of Korean Tourist’s Perceived Images of Overseas Destinations. Journal of Travel Research, 38, 411-416.
Chen, J. S. (2001). A Case of Korean Outbound Traveler’s Destination Images by Using Correspondence Analysis.Tourism Management, 22, 345-350
Chen, P. J., ＆ Kerstetter, D. L. (1999). International Student’s Image of Rural Pennsylvania as Travel Destination. Journal of Travel Research, 37(3), 256-267.
Choi, W. M., ＆ Wu, J. (1999). A Qualitative and Quantitative Assessment of Hong Kong’s Image as a Tourist Destination. Tourism Management, 20, 361-365.
Chon, K. S. (1991). Tourism Destination Image Modification Process. Tourism Management, 12(1), 68-72.
Cooper, C., ＆ Fleycher, J. (1993). Tourism Principle and Practice. UK: Pitman Publishing.
Court, B., ＆ Lupton, R. A. (1997). Customer Portfolio Development: Modeling Destination Adopters, Inactives and Rejecters. Journal of Travel Research, 36(1), 11-25.
Crompton, J. L. (1979). An Assessment of the Image of Mexico as a Vacation Destination and the Influence of Geographical Location upon that Image. Journal of Travel Research, 17(4), 18-24.
Dichter, E. (1985). What’s in an Image? Journal of Consumer Marketing, 13(2), 455-472.
Echtner, C. M., ＆ Ritchie, J. R. (1993). The Measurement of Destination Image: An Empirical Assessment. Journal of Travel Research, 31(4), 3-13.
Embacher, J., ＆ Buttle, F. (1989). A Repertory Grid Analysis of Austria’s Image as a Summer Vacation Destination. Journal of Travel Research, 28, 3-7.
Fakeye, P. C., ＆ Crompton, J. L. (1991). Image Differences between Prospective, First-Time, and Repeat Visitors to the Lower Rio Grande Valley. Journal of Travel Research, 30(2), 10-16.
Gartner, W. C. (1986). Temporal Influences on Image Changes. Annals of Tourism Research, 13(4), 635-644.
Gartner, W. C. (1993). Image Formation Process. Journal of Travel and Tourism Marketing, 2(2/3), 191-215.
Goodall, B., ＆ Ashworth, G. (1988). Marketing in the Tourism Industry. UK: Croom Helm.
Goodrich, J. N. (1978). The Relationship between Preferences for and Perceptions of Vacation Destination. Journal of Travel Research, 17(2), 8-13.
Hanyu, K. (1993). The Affective Meaning of Tokyo: Verbal and Nonverbal Approaches. Journal of Environmental Psychology, 13, 161-172
Harrison, J., ＆ Sarre, P. (1971). Personal Construct Theory in the Measurement of Environmental Image: Problems and Methods. Environment and Behavior, 3, 351-374.
Hunt, J. D. (1975). Image as a Factor in Tourism Development. Journal of Travel Research, 13(3), 1-7.
Hu, Y., ＆ Ritchie, J. R. B. (1993). Measuring Destination Attractiveness: A Contextual Approach. Journal of Travel Research, 32(2), 25-34.
Johnson, P., ＆ Thomas, B. (1992). The Analysis of Choice and Demand in Tourism. UK: Mansell.
Kim, C. Y., ＆ Chon, K. S. (1991). Marketing Your Community: Image Analysis in Norfolk. The Cornel H. R. A. Quarterly, 2, 31-38.
Lawson, G., ＆ Baud-Bovy, M. (1977). Tourism and Recreational Development. UK: Architectural Press.
Lee, C. K., ＆ Lee, Y. K. (2004). Korea’s Destination Image Formed by the 2002 World Cup. Annals of Tourism Research, 32(4), 839-856.
Milman, A., ＆ Pizam, A. (1995). The Role of Awareness and Familiarity with a Destination: The Central Florida Case. Journal of Travel Research, 33(3), 21-27.
Moutinho, L. (1987). Consumer Behavior in Tourism. European Journal of Travel Research, 21(10), 3-44.
Pan, G. W., ＆ Law, E. (2001). Tourism Marketing Opportunities for Australia in China. Journal of Vacation Marketing, 8(1), 39.
Phelps, A. (1986). Holiday Destination Image: The Problem of Assessment. Tourism Management, 7, 168-180.
Pike, S. (2002). Destination Image Analysis - A Review of 142 Papers from 1973 to 2000. Tourism Management, 23, 541-549.
Pike, S. (2003). The Use of Repertory Grid Analysis to Elicit Salient Short – Break Holiday Destination Attributes in New Zealand. Journal of Travel Research, 41(3), 315-319.
Qu, H., ＆ Lam, L. (1997). The Characteristics and Satisfaction of Mainland Chinese Visitors to Hong Kong. Journal of Travel Research, Spring, 37-41.
Sofield, T. H. B., ＆ Li, F. M. S. (1998). Tourism Development and Cultural Policies in China. Annals of Tourism Research, 25(2), 362-392
Uysal, M., ＆ Jurowski, C. (1993). An Empirical Testing of The Push and Pull Factors of Tourism Motivations. Annals of Tourism Research, 21, 844-846.
Westover, T. (1986). Park Use and Perception: Gender Differences. Journal of Park and Recreation Administration, 4(2), 1-8.