臺灣博碩士論文加值系統

背包客在台灣是個能開發新市場及帶來經濟效益的新現象。在此體驗經濟時代〈Pine & Gilmore，1998〉消費者不斷地尋找獨特難忘的體驗。 Liu、Lu 和Hsu (2010) 提出背包客體驗模式以研究來台背包客的體驗追求、體驗品質、可回憶性及行為意向的關係。而根據學者〈Knutson & Beck，2003；Larsen，2007〉提出的期望是體驗過程重要的組成之一，本研究提出將期望加入至背包客體驗模式。本研究採用網路問卷收集到207樣本〈回收率100%〉後以驗證性因素分析及結構方程模式進行資料分析。結果顯示背包客來台之前具有期望會顯著地影響背包客在台的體驗追求行為及體驗品質。而體驗品質將會影響在背包客心中的可回憶性，且可回憶性將顯著地影響其未來的行為意向。

Backpacker in Taiwan is a new phenomenon which has potential to open up new market and bring economic benefits. In this new ‘experience economy’ era (Pine & Gilmore, 1998) consumers seek for extraordinary and memorable experiences, which will eventually affect their future decisions. Liu, Lu, and Hsu (2010) proposed a backpacker experience model which examines the relationship of experience seeking, experience quality, memorability and behavioral intentions of international backpackers in Taiwan. This study proposed a modified experience model by adding expectation attribute referring to researcher’s suggestion (Knutson & Beck, 2003; Larsen, 2007) that expectation is an important part of the experience process which will eventually affect satisfaction and future behavior. This study collected 207 samples (100% response rate) using online questionnaire. The data were then analyzed using CFA and SEM with significant relationships. The results showed that backpackers have expectation prior their experience in Taiwan, and it significantly affects their experience seeking behavior and their experience quality as perceived benefit. These perceived benefit transformed into memorability which significantly affect their future behavioral intentions.

TABLE OF CONTENTS
ABSTRACT i
ACKNOWLEDGEMENTS iii
TABLE OF CONTENTS iv
LIST OF TABLES vii
LIST OF FIGURES ix
CHAPTER ONE INTRODUCTION 1
1.1 Background and Motivation of the Study 1
1.2 Purpose of the Study 5
1.3 Scope of the Study 6
1.4 Organization of the Study 6
CHAPTER TWO LITERATURE REVIEW 8
2.1 The Origin of Backpacker 8
2.2 Backpacker Definition 12
2.3 Tourist Experience 14
2.4 Experience Model 18
2.4.1 Experience Seeking 18
2.4.2 Experience Quality 22
2.4.3 Memorability 24
2.4.4 Behavioral Intentions 26
2.4.5 The Relationship of Experience Seeking
and Experience Quality 31
2.4.6 The Relationship of Experience Quality and
Memorability 31
2.4.7 The Relationship of Memorability and Behavioral
Intentions 33
2.5 The Relationship of Experience Model and Expectation 34
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 39
3.1 Research Framework and Hypotheses 39
3.2 Research Instrument 40
3.2.1 Demographic Information 40
3.2.2 Expectation 43
3.2.3 Experience Seeking 44
3.2.4 Experience Quality 45
3.2.5 Memorability 47
3.2.6 Behavioral Intentions 49
3.3 Data Analysis 49
3.3.1 Descriptive Statistical Analysis 49
3.3.2 Reliability and Validity Analysis 49
3.3.3 Structural Equation Modeling (SEM) 49
CHAPTER FOUR RESEARCH RESULT 51
4.1 Descriptive Statistical Analysis 51
4.2 Reliability and Validity Analysis 58
4.2.1 Validity Analysis 58
4.2.1.1 Convergent Validity 58
4.2.1.2 Discriminant Validity 69
4.2.2 Reliability Analysis 70
4.3 Structural Equation Modeling 71
4.3.1 Overall Model Analysis 71
4.3.2 Analysis Result 72
4.3.2.1 Theoretical Model Evaluation 72
4.3.2.2 Hypothesis Relationship Verification 75
4.4 Discussion 76
CHAPTER FIVE CONCLUSION AND SUGGESTION 80
5.1 Research Conclusion 80
5.2 Suggestion 83
5.3 Limitation and Recommendation for Future Research 84
REFERENCES 85
APPENDIX I Research Questionnaire 99




LIST OF TABLES
Table 1.1. Global International Visitor Arrivals 2
Table 1.2. Taiwan International Visitor Arrivals 3
Table 1.3. Australia International Backpacker Arrivals 5
Table 1.4. Taiwan International Backpacker Arrivals 6
Table 3.1. Demographic Information 41
Table 3.2. Questionnaire Items for Expectation Construct 43
Table 3.3. Questionnaire Items for Experience Seeking Construct 44
Table 3.4. Questionnaire Items for Experience Quality Construct 46
Table 3.5. Questionnaire Items for Memorability Construct 48
Table 3.6. Questionnaire Items for Behavioral Intentions Construct 49
Table 4.1. Descriptive Statistic Analysis 54
Table 4.2. Summarized Respondent Nationality (Descriptive Statistic) 56
Table 4.3. Respondent Relationship with Travel Partner (Descriptive
Statistic) 57
Table 4.4. Respondent Source of Information (Descriptive Statistic) 57
Table 4.5. Respondent Accommodation (Descriptive Statistic) 57
Table 4.6. Confirmatory Factor Analysis of Expectation Scale 59
Table 4.7. Deleted Measurement Items of Expectation Scale 60
Table 4.8. Confirmatory Factor Analysis of Experience Seeking Scale 61
Table 4.9. Deleted Measurement Items of Experience Seeking Scale 62
Table 4.10. Confirmatory Factor Analysis of Experience Quality Scale 63
Table 4.11. Deleted Measurement Items of Experience Quality Scale 65
Table 4.12. Confirmatory Factor Analysis of Memorability Scale 66
Table 4.13. Confirmatory Factor Analysis of Behavioral Intentions Scale 68
Table 4.14. Discriminant Validity and Correlation Coefficient Analysis 69
Table 4.15. Reliability Analysis 70
Table 4.16. Goodness of Fit of Overall Theoretical Model
(Bagozzi & Yi, 1988) 74
Table 4.17. Path Coefficient and Hypotheses Verification 75





LIST OF FIGURES
Figure 1.1. Global International Visitor Arrivals 2
Figure 1.2. Taiwan International Visitor Arrivals 2
Figure 1.3. Australia International Backpacker Arrivals 4
Figure 1.4. Taiwan International Visitor Arrivals vs Backpacker Arrivals 4
Figure 1.5. Organization of the Study 7
Figure 2.1. The Backpacker Phenomenon: An Evolutionary Framework 11
Figure 2.2. The Four Realms of Experience 19
Figure 2.3. The Behavioral and Financial Consequences of Service Quality 28
Figure 3.1. Research Framework 39
Figure 4.1. Structural Equation Modeling Path Analysis Result 76

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