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研究生:湯冠儀
研究生(外文):Tang, Guanyi
論文名稱:意見領袖遊程規劃之分析
論文名稱(外文):Analysis Of Opinion Leaders’ Tourism Planning
指導教授:丁崇德丁崇德引用關係黃慧玲黃慧玲引用關係
指導教授(外文):Ting, ChungteHuang, Huiling
口試委員:李俊鴻林政德
口試委員(外文):Lee, ChunhungLin, Chengte
口試日期:2012-05-25
學位類別:碩士
校院名稱:長榮大學
系所名稱:企業管理學系碩士班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:中文
論文頁數:84
中文關鍵詞:遊程規劃社會網絡分析意見領袖
外文關鍵詞:Route planningSocial network analysisOpinion leaders
相關次數:
  • 被引用被引用:1
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  • 評分評分:
  • 下載下載:73
  • 收藏至我的研究室書目清單書目收藏:3
旅遊行程的規劃,通常會以所屬群體中的意見領袖建議做為參考依據,意見領袖是具有獨特個人魅力且資訊的來源豐富的傳播者。因此,如果可以得知團體中意見領袖類型的旅遊路線,就能在規劃遊程中減少所花費的時間與精力;並且有助於當地政府發展文化旅遊的建議與規劃,針對不同類型的遊客設計出具吸引力的活動。本研究以意見領袖涉入程度與不同意見領袖類型做為分類的基礎,並利用社會網絡分析法(Social Network Analysis),找出意見領袖的旅遊路線規劃的共通景點,以及獨特的規劃方式。本研究是以台南市遊客為研究對象,由於台南市有台灣的文化古都之稱,該城市具有豐富的歷史和文化背景,提供遊客各種不同類型的遊程規劃。
研究結果顯示,不同類型的意見領袖的遊程規劃內容有明顯的差異性。經由集群分析本研究共找出三種意見領袖,分別為專家型、地域型和資訊掌握型。遊程規劃的共通性,會因為交通以及地區美食的關係,會先從台南市外圍的旅遊景點開始,再進入台南市地區觀光和美食探訪。綜合不同類型的意見領袖到台南市必去的熱門景點主要是安平區的億載金城和安平古堡,其次在遊程規劃的偏好則是以中西區和七股區的景點為主。
Domestic tours of people usually select their own planning, but from the large tourism information to found the demand and satisfactory travel planning, usually recommended as a reference basis to opinion leaders in their respective groups. In general, the opinion leaders have rich information and message communicators of unique personal charm, thus will become the indicator within the group. . However, the group is composed by the opinion leaders of the different personality, the type of tourism may focus on the different purposes. Therefore, in this study through their information collected involvement and the extent of opinion leaders as classification basis and according to attractions provided by the different types of opinion leaders through Social Network Analysis (SNA), to identify the common sights of the travel planning for the same type. This study objective is Tainan City. It has earned a reputation of ancient cultural city. Tainan City has a diverse urban style and culture, the cultural richness of the region, Tainan City is the analysis of different types for this study.
The results shows that different types of opinion leaders in the tourism planning have significant differences. The most popular attractions in opinion leaders of different types must to be in Tainan Anping Dist.- Oldest Golden and Fort Zeelandia. And the popular tourism planning is around the West Central Dist. and Qigu Dist.

誌謝 i
摘要 ii
Abstract iii
目錄 iv
表目錄 v
圖目錄 vii
第一章 緒論 1
第一節 研究動機 1
第二節 研究目的 4
第三節 研究範圍 5
第四節 研究流程 9
第二章 文獻回顧 11
第一節 意見領袖 11
第二節 涉入 14
第三節 遊程規劃 16
第四節 社會網絡理論 20
第三章 研究方法 26
第一節 研究設計 26
第二節 樣本特性分析 29
第四章 研究結果 38
第一節 意見領袖之分析 38
第二節 非意見領袖之分析 43
第三節 社會網絡分析 48
第五章 結論與建議 71
第一節 結論 71
第二節 建議 73
參考文獻 75
附錄 問卷 81
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