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研究生:袁永葆
研究生(外文):Yung-Bao Yuan
論文名稱:東方與西方觀光客對台灣目的地意象之研究
論文名稱(外文):A Study on Taiwan’s Organic Destination Images by Eastern and Western Tourists
指導教授:楊增華楊增華引用關係
指導教授(外文):Tzeng-Hua Yang
口試委員:盧惠莉楊志義98711148
口試日期:2012-06-20
學位類別:碩士
校院名稱:中國文化大學
系所名稱:觀光休閒事業管理研究所
學門:民生學門
學類:觀光休閒學類
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:87
中文關鍵詞:跨文化目的地行銷原始意象印象
外文關鍵詞:CATPACⅡcross-culturedestination marketingorganic imageimpression
相關次數:
  • 被引用被引用:4
  • 點閱點閱:449
  • 評分評分:
  • 下載下載:94
  • 收藏至我的研究室書目清單書目收藏:3
論文摘要:
台灣擁有相當豐富的觀光資源,政府也致力發展觀光產業,期望台灣的觀光旅遊環境能達到國際品質水準。而為吸引觀光客,台灣必須發現自身的旅遊特點,創造獨特的觀光特色,建立良好的目的地意象。潛在觀光客對台灣目的地意象究竟為何,尤其原始意象的研究更形闕如。所以本研究旨在探討外籍觀光客對台灣的原始意象為何。本研究於泰國曼谷市區考山路針對東方及西方觀光客發放502份問卷,並同時採用質化與量化方法分析資料。質性分析發現,東方觀光客較注意夜市、購物、食物、溫暖的、台北101以及日月潭等。西方觀光客則認為台灣是忙碌、炎熱的、歡迎款待的,以及台北101、文化、風景等。量化研究發現,東方與西方觀光客在好客,友善,樂於助人的當地人、異國情調的氣氛、台灣是個良好名聲和信譽的目的地、感覺是忙碌的,興奮的等變數的看法有顯著差異。東方觀光客認為台灣有多樣的美食以及良好的購物環境,同時也有豐富的夜生活;西方觀光客則認為來台觀光可以感受到異國情調,還有特別的廟宇及美麗的自然景觀。質化與量化結果相比較後,確定東方觀光客對於台灣的美食、購物和夜生活較有印象;西方觀光客則是感覺台灣有美麗的自然景點,對於歷史、文化與廟宇等印象較有期待。研究結果可協助政府部門針對東西方觀光客不同的市場區隔分別制定有效的行銷策略,以開發更多潛在旅客來台觀光。

A B S T R A C T
Taiwan has rich tourism resources, the Government also committed to develop its tourism industry, expect Taiwan's tourism environment to meet international quality standards. To attract tourists, Taiwan must find her own travel characteristics and to establish a good image of destination. What is the destination image of Taiwan of the potential tourists, in particular, the study of organic image is even more lacking. Therefore, this study aims to explore what is the organic image of Taiwan of the foreign tourists. Both qualitative and quantity methods were used in this study to analyze data. Five hundred and two questionnaires were obtained from foreign tourists at Khao San Road, in downtown of Bangkok, Thailand. The result of qualitative analysis found that the Eastern tourists paid more attention to the night market, shopping, food, warm, Taipei 101 and Sun Moon Lake. Western tourists noted Taiwan’s image as busy, hot, welcoming and hospitality, as well as Taipei 101, culture and scenery. The results of quantitative found that the Eastern and Western tourists in hospitality/ friendly/ helpful local people, exotic atmosphere, Taiwan has a good name and reputation as a destination, busy/exciting feeling variables viewed a significant difference. Eastern tourists were under the impression that Taiwan has varied gastronomy, wide variety of shop facilities, and also a colorful nightlife; Western tourists believe that they could feel exotic atmosphere in Taiwan, also has special temples and beautiful natural landscapes. Qualitative and quantitative results are compared to determine that the Eastern tourists have more impression on food, shopping and nightlife of Taiwan; Western tourists have the idea of Taiwan has beautiful natural attractions, and with history, culture and temples. The findings may suggest government departments to make effective marketing strategies on different market segment to develop more potential visitors to Taiwan.

內 容 目 錄
中文摘要 ...................... iii
英文摘要 ...................... v
誌謝辭  ...................... vii
內容目錄 ...................... viii
表目錄  ...................... x
圖目錄  ...................... xii
第一章  緒論.................... 1
  第一節  研究背景與動機............. 1
  第二節  研究問題與目的............. 3
  第三節  研究範圍與對象............. 7
  第四節  研究流程................ 9
第二章  文獻回顧.................. 11
  第一節  意象及目的地意象的意義與形成及構成... 11
  第二節  東方與西方觀光客之文化差異........... 19
第三章  研究設計.................. 23
  第一節  資料蒐集方法.............. 23
  第二節  問卷設計................ 23
  第三節  資料分析方法................ 29
  第四節  抽樣設計................ 32
第四章  研究結果與分析............... 34
  第一節  受訪者基本資料分析........... 34
  第二節  質化部份研究結果............ 37
  第三節  量化部份研究結果............ 47
第五章  結論與建議................. 56
  第一節  結論.................. 56
  第二節  研究建議................ 59
參考文獻 ...................... 62  
附錄 正式問卷.................. 74

表 目 錄
表 3- 1 目的地意象量表............... 25
表 3- 2 傳統內容分析法與CATPACⅡ內容分析法之比較 30
表 4- 1 受訪者之人口統計特徵及基本資料分析..... 35
表 4- 2 東西方觀光客在整體的-功能性構面下目的地意象 38
表 4- 3 2010年吸引外籍旅客來臺灣觀光之因素..... 39
表 4- 4 東西方觀光客在整體的-心理性構面下目的地意象 40
表 4- 5 東西方觀光客在共同的-獨特的構面下目的地意象 43
表 4- 6 東西方觀光客對台灣目的地意象之差異..... 47
表 4- 7 東方觀光客較認同之台灣目的地意象...... 50
表 4- 8 西方觀光客較認同之台灣目的地意象...... 50
表 4- 9 東方觀光客較不認同之台灣目的地意象..... 51
表 4- 10 東西方觀光客較不認同之台灣目的地意象..... 52

圖 目 錄
圖 1- 1 研究流程.................. 10
圖 2- 1 目的地意象的形成過程............ 13
圖 2- 2 旅遊者目的地意象形成模式............ 15
圖 2- 3 旅遊目的地意象成份............ 17



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