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研究生:巫盈緯
研究生(外文):Wu, Ying-Wei
論文名稱:檢視目的地意象、態度與忠誠度的關係:遊客對文化旅遊之涉入程度的干擾效果
論文名稱(外文):Examining the Relationship among the Image, Attitude and Loyalty of Destination:The Moderating Effect of the Tourists’ Involvement in Cultural Tourism
指導教授:陳寬裕陳寬裕引用關係
指導教授(外文):Chen , kuang - Yu
學位類別:碩士
校院名稱:國立屏東科技大學
系所名稱:休閒運動健康系所
學門:民生學門
學類:運動休閒及休閒管理學類
論文種類:學術論文
論文出版年:2013
畢業學年度:101
語文別:中文
論文頁數:115
中文關鍵詞:旅遊目的地意象目的地態度目的地忠誠度涉入程度
外文關鍵詞:Destination ImageAttitudeLoyaltyInvolvement
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根據推敲可能性模式,個體的訊息處理方式,將導致其對所關注事件之涉入程度而有所差異。而此涉入程度的差異或將有助於釐清目的地意象、目的地態度影響目的地忠誠度的途徑。故本研究乃嘗試以實證方式,探討遊客對文化旅遊目的地的涉入程度如何影響「目的地意象—目的地忠誠度」間的關係。本研究認為當遊客對於旅遊地了解很深時,不會因為旅遊後所形成的態度或滿意度直接改變對於此旅遊地的忠誠度,反之,當遊客對於旅遊地瞭解不深時,遊客容易因為一次的旅遊後所形成的消費態度等行為間接影響忠誠度。本研究對象以台南文化古都之遊客進行問卷調查,共獲得有效問卷448份。結構方程模型的分析結果顯示,不考慮遊客對文化旅遊的涉入程度時,目的地意象、目的地態度對目的地忠誠度皆同時具有直接與間接效果。但考慮涉入程度時,高涉入情形下,目的地意象與目的地態度對目的地忠誠度的影響力均較低涉入時高。而低涉入情形下,目的地意象對目的地態度的影響力均較高涉入時高。
According to the Elaboration Likelihood Model (ELM), the individual information perception would lead the different level of involvement with the attended event. The different level of involvement could explore the influence of the destination image and attitude on their loyalty. Thus, this study adopts the truth analysis to explore whether the different level of involvement with cultural tourism affects tourists’ images and loyalty. The researcher assumes that when tourists have deep understanding about the attraction, after visiting the attraction their satisfaction with their trip would not affect their loyalty. However, when tourists have lower understanding about the attraction, their loyalty would be influenced their image from one trip to the attraction. The participants in this study were tourists in Tainan City. The researcher distributed four hundred and forty eight copies of questionnaires. The results indicates that if the involvement of the cultural tourism is not considered, the destination image, attitude, and loyalty to the attraction are correlated either direct or indirect. On the other hand, when the involvement of cultural tourism is considered, there is a significant difference. For highly involved tourists, their image and attitude to the attraction have higher impact on their loyalty to the attraction than tourists who less involved in the cultural tourism. However, for less involved tourists, their image of attraction has the more powerful influence on their attitude to the attraction than tourists who highly involved in.
摘 要 I
Abstract II
謝 誌 IV
目 錄 V
圖表目錄 VII
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與問題 4
第三節 研究對象 5
第二章 文獻回顧 6
第一節 旅遊目的地意象 6
第二節 目的地態度 19
第三節 目的地忠誠度 24
第四節 涉入程度 28
第五節 目的地意象與目的地忠誠度的關係 32
第六節 態度於「目的地意象—目的地忠誠度」間所扮演的角色 33
第七節 涉入程度的干擾效果 35
第三章 研究方法 38
第一節 研究架構 38
第二節 研究假設 39
第三節 研究變數之操作型定義 40
第四節 問項衡量與問卷設計 44
第五節 統計分析 52
第四章 研究結果與討論 57
第一節 研究結果 57
第二節 整體模式之關係分析 70
第三節 模式參數估計值 74
第四節 涉入程度之干擾效果的檢定 79
第五章 結論與建議 82
第一節 研究結論 82
第二節 管理意涵 86
第三節 研究限制 89
第四節 後續研究與建議 90
參考文獻 91
附錄一 111
作者簡介 115

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