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研究生:賴文琳
研究生(外文):LAI, WEN-LIN
論文名稱:部落觀光的真實性知覺會增加旅遊的樂趣體驗嗎?兼論解說干擾效果
論文名稱(外文):Will Tribal Tourism Increase the Authenticity Perception of the Enjoyment Experience of Tourists? On Interpretation Interference Effect
指導教授:鄭天明鄭天明引用關係
指導教授(外文):CHENG, TIEN-MING
學位類別:碩士
校院名稱:國立嘉義大學
系所名稱:觀光休閒管理研究所
學門:民生學門
學類:觀光休閒學類
論文種類:學術論文
畢業學年度:102
語文別:中文
論文頁數:114
中文關鍵詞:真實性知覺樂趣體驗解說部落觀光
外文關鍵詞:Authenticity perceptionEnjoyment experienceInterpretationTribal tourism
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近年來特殊議題的觀光逐漸受到重視,原住民的部落觀光是台灣重要的民族旅遊活動,原住民部落的生活、歌舞、建築、飲食與服飾等真實性景象,具有穿梭在時空交織而成的原民文化中。本研究的焦點在探究遊客到訪部落觀光社區所感受到的真實性知覺,能否增加旅遊過程的樂趣體驗呢?並更進一步釐清有無參與解說行程對於遊客感受到真實性知覺與樂趣體驗其間關係。本研究選擇阿里山鄒族部落具代表性的五個部落觀光社區(達邦部落、特富野部落、山美部落、樂野部落及茶山部落),至現地問卷調查398位部落旅遊者,採用便利抽樣選取樣本。研究結果發現,真實性知覺正向且顯著影響樂趣體驗。此外,本研究亦證實了解說與否於真實性知覺與樂趣體驗的干擾效果,亦即參與導覽解說之遊客,其真實性知覺對樂趣體驗的正向關聯性會比無參與導覽解說之遊客更明顯。換言之,參與導覽解說之旅遊者,在真實性知覺對樂趣體驗的正向影響力大於無參與導覽解說之旅遊者。最後依據研究結果提出真實性之概念可運用於未來相關研究與觀光旅遊吸引客群策略運用。
In recent years, there have increasingly attention to tourism specific issues, aboriginal tribal tourism is an important national tourist activities in Taiwan, aboriginal tribal life, dance, architecture, food and other apparel authenticity scene. This study focused on exploring after visiting tribal communities, whether will the authenticity of perception of tourists increase the enjoyment experience of the tourism process or not? And further clarify and interpretation the itinerary for visitors to feel the presence or absence of authenticity perception and enjoyment experience during the relationship. In this study, the Alishan Tsou tribal is the most representative of the five tribal tourism community (Dabang tribal, Tefuye tribal, Saviki tribal, Lalauya tribal and Dasan tribal), we investigate 398 tribal tourists, using convenient sampling selected samples. We found that authenticity perception have positively and significantly impact on the enjoyment experience. In addition, this study also confirm that whether the interference effect on authenticity perception and enjoyment experience, which is to participate in interpretation of tourists, its authenticity positive perception of the relevance of the enjoyment experience will participate in interpretation of no more than visitors more obvious. In other words, participate in interpretation of tourists in the perception of the authenticity of the enjoyment experience greater positive influence of non-participation of tourists interpretation. Finally, based on the findings can be applied to the concept of authenticity future research and customer base to attract tourism strategy use .
目錄
第一章 緒論01
第一節 研究背景與目的01
第二節 研究內容與流程04
第二章 文獻回顧06
第一節 真實性知覺06
第二節 樂趣體驗21
第三節 解說26
第四節 真實性知覺與樂趣體驗之關係30
第五節 解說對真實性知覺與樂趣體驗之關係33
第三章 研究方法35
第一節 研究架構35
第二節 研究變數之操作型定義36
第三節 問卷設計37
第四節 樣本選取與資料蒐集42
第五節 資料分析方法45
第六節 問卷預試49
第四章 實證研究與結果52
第一節 樣本結構分析52
第二節 研究變數之描述性統計分析56
第三節 遊客有無參與解說對真實性知覺與樂趣體驗之認知差異分析64
第四節 多元常態性假設檢定70
第五節 量表信效度分析71
第六節 整體模式之關係分析80
第七節 解說之干擾效果的檢定86
第五章 結論與建議89
第一節 結論89
第二節 研究意涵與建議93
第三節 研究限制與未來研究方向96
參考文獻98
附錄 本研究問卷113

表目錄
表2-1 真實性知覺之定義08
表2-2 真實性知覺之構面13
表2-3 樂趣之定義22
表2-4 樂趣之構面23
表2-5 解說之定義27
表3-1 真實性知覺量表37
表3-2 樂趣體驗量表38
表3-3 鄒族部落表列43
表3-4 真實性知覺問卷項目分析50
表3-5 樂趣體驗問卷項目分析51
表4-1 樣本特性分析53
表4-2 旅遊特性分析55
表4-3 真實性知覺構面與題項平均數與標準差57
表4-4 樂趣體驗題項平均數與標準差58
表4-5 有參與導覽解說之真實性知覺構面與題項平均數與標準差60
表4-6 有參與導覽解說之樂趣體驗題項平均數與標準差61
表4-7 無參與導覽解說之真實性知覺構面與題項平均數與標準差62
表4-8 無參與導覽解說之樂趣體驗題項平均數與標準差63
表4-9 有無旅遊過鄒族部落的遊客之平均數差異檢定表64
表4-10 有無參與導覽解說在旅遊經驗之平均數差異檢定表65
表4-11 參與鄒族部落觀光的到訪次數之平均數差異分析表66
表4-12 有參與導覽解說之滿意程度平均數差異分析表67
表4-13 有參與導覽解說之時間平均數差異分析表68
表4-14 有參與導覽解說之費用平均數差異分析表69
表4-15 真實性知覺量表之信度分析72
表4-16 樂趣體驗量表之信度分析73
表4-17 真實性知覺之驗證性因素分析74
表4-18 樂趣體驗之驗證性因素分析75
表4-19 測量模型配適度指標檢核表77
表4-20 各構面之相關係數矩陣79
表4-21 潛在變項對觀察問項的標準化參數估計值84
表4-22 路徑關係檢定表85
表4-23 單樣本模型配適度評估摘要表(階段一)87
表4-24 兩樣本路徑係數恆等性檢驗結果表(階段二)88
表4-25 有無解說支持組模型之干擾路徑係數分析表(階段二)88

圖目錄
圖1-1 研究流程圖05
圖3-1 研究架構圖35
圖4-1 理論模式驗證結果圖81
圖4-2 理論模式驗證結果路徑圖85
圖4-3 真實性知覺對樂趣體驗干擾模型路徑估計值88

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