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研究生:蔣佳純
研究生(外文):Chia-Chun Chiang
論文名稱:台灣觀光代言人對潛在大陸遊客來台在旅遊態度、知覺風險與旅遊意願之影響
論文名稱(外文):The Effect of Celebrity Endorsers on Travel Attitude, Perception of Risk and Travel Intention for Potential Chinese Visitors to Taiwan
指導教授:閔辰華閔辰華引用關係
指導教授(外文):Chen-Hua Min
學位類別:碩士
校院名稱:銘傳大學
系所名稱:國際企業學系碩士班
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:74
中文關鍵詞:旅遊態度旅遊意願知覺風險代言人
外文關鍵詞:travel intentiontravel attitudeperception of riskcelebrity endorsers
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觀光產業在全球經濟發展是各國重點產業之一,不僅提供國民觀光旅遊的服務,也提供當地觀光旅遊就業機會和賺取外匯,帶來的收益成長潛力無限,各國無不積極致力於觀光旅遊產業的發展。
近年來台灣觀光局花費千萬元,邀請當紅偶像團體為台灣觀光代言,藉由名人以吸引更多觀光客來台灣旅遊。台灣政府於2008年7月以旅行團方式開放大陸遊客來台灣觀光,來台觀光的大陸市場人數與日俱增,2011年更是成為來台主要客源,帶來可觀的商機。觀光代言人針對潛在大陸遊客來台旅遊市場此方面無人探討,故本研究以觀光代言人為研究主體,探討觀光代言人是否會影響潛在大陸遊客,正向的旅遊態度是否進而增加來台之旅遊意願?另外,觀光代言人是否對潛在大陸遊客具有影響力,提高觀光代言人的可信度,就能降低潛在大陸遊客的知覺風險而增加來台之旅遊意願?
本研究以網路問卷調查方式進行資料收集,問卷發放對象為潛在大陸遊客,並採用線性結構方程式、相關分析等統計方法檢驗,本研究結果發現:
一、觀光代言人對旅遊態度有正向的影響。
二、旅遊態度不會影響潛在大陸遊客來台之旅遊意願。
三、觀光代言人對知覺風險有負向的影響。
四、知覺風險不會影響潛在大陸遊客來台之旅遊意願。
五、觀光代言人與旅遊意願無影響。
The tourism industry is one of the key industries in the global economy, as it not only provides tourism services to visitors but also creates local tourism jobs and brings in foreign exchange, resulting in increased revenue for the host country. Therefore, countries around the world are actively engaged in the development of their tourism industries.
In recent years, Taiwan’s Tourism Bureau has invested a large amount of money to invite famous celebrities to the island in an attempt to attract more tourists to visit Taiwan. In 2008, Taiwan’s government began allowing Chinese citizens to visit Taiwan in tourist groups. The flow of Chinese tourists has been rapidly increasing ever since, resulting in significant profits for the tourism industry. As yet, no studies have investigated the influence of these celebrity endorsers on potential Chinese visitors; therefore, the purpose of this study is to examine how the celebrity endorsers affect potential Chinese visitors and assess whether travel attitude is positively related to the travel intention?In addition, this study will investigate whether the celebrity endorsers affect the perception of risk for the potential Chinese visitors.
This research was conducted using an internet survey of potential Chinese visitors. This study adopted SEM and correlation analysis and used SPSS to analyze the data. The research results are summarized as follows:
1. The celebrity endorsers have a positive influence on the travel attitude.
2. The travel attitude is not related to the travel intention of the potential Chinese visitors.
3. The celebrity endorsers have a negative influence on the perception of risk.
4. The perception of risk is not related to the travel intention of the potential Chinese visitors.
5. The celebrity endorsers are not related to the travel intention of the Chinese visitors.
目錄 Ⅰ
圖目錄 Ⅲ
表目錄 Ⅳ
第壹章 緒論
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 4
第貳章 文獻探討
第一節 代言人 5
第二節 觀光代言人 11
第三節 態度 15
第四節 知覺風險 18
第五節 旅遊意願 21
第六節 觀光代言人、旅遊態度、知覺風險與旅遊意願之關係 22
第參章 研究方法
第一節 研究架構 27
第二節 研究假說 28
第三節 研究變數之操作型定義與衡量 29
第四節 問卷前測 33
第五節 問卷資料收集 34
第六節 資料分析方法 35
第肆章 研究結果分析
第一節 敘述性統計分析 36
第二節 信度與效度分析 38
第三節 模式驗證 39
第四節 相關分析 45
第五節 迴歸分析 48
第六節 假說驗證結果 50
第伍章 結論與建議
第一節 研究結論 51
第二節 管理意涵 54
第三節 研究限制 55
第四節 後續研究之建議 56
參考文獻 57
附錄 64
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