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研究生:曼琪
研究生(外文):Chanikarn Paewcham
論文名稱:中國大陸與台灣學生對泰國的目的地意象、再旅遊動機、與再遊意願之相關性研究
論文名稱(外文):The Relationships of Thailand’s Destination Image,Revisit Travel Motivation, and Revisit Intention for Mainland Chinese and Taiwanese College Students
指導教授:許家源許家源引用關係
指導教授(外文):Hsu, Chia-Yuan
口試委員:呂江泉蔡龍銘
口試委員(外文):Lu, Chiang-ChuanTsai, Lung-Ming
口試日期:2014-06-20
學位類別:碩士
校院名稱:中國文化大學
系所名稱:觀光事業學系
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:2014
畢業學年度:102
語文別:英文
論文頁數:93
外文關鍵詞:Thailanddestination imagerevisit travel motivationrevisit intentionMainland Chinese studentTaiwanese student
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The purpose of this study was to study the destination image of Thailand, revisit travel motivation, and intention to revisit by Mainland Chinese and Taiwanese college students, and whether there is a significant difference between the variables when investigating such a relationship. The sample comprised Mainland Chinese and Taiwanese students who have previously visited Thailand. The study found that Mainland Chinese and Taiwanese students delivered a high score for the image of Thailand, in terms of destination and with regards to Thailand’s interesting culture and buildings, its beautiful architecture, Thai customs of interest and the Thai variety of cuisines. Whilst Mainland Chinese delivered a lowest score for pollution, the Taiwanese ranked standards of sanitation and cleanliness also with a lowest score. In contrast, both indicated that rest and relaxation motivated them to revisit Thailand again in the future. Furthermore, the study shows that there are positive relationships between the destination image of Thailand, revisit travel motivation, and revisit intention of Mainland Chinese and Taiwanese students, and that revisit travel motivation also has positive relationships for the revisit intention amongst both nationalities.
ABSTRACT…………………………………………………………………………. iii
ACKNOWLEDGEMENT…………………………………………………………… iv
LIST OF TABLES…………………………………………………………………… viii
LIST OF FIGURES………………………………………………………………….. x
CHAPTER ONE INTRODUCTION………………………………………………… 1
1.1 Research background and motivation……………………………………. 1
1.2 Research Objective………………………………………………………. 4
1.3 Scope of the study……………………………………………………….. 5
1.4 Research Procedure……………………………………………………… 5
1.5 The Structure of study…………………………………………………… 7
CHAPTER TWO LITERATURE REVIEW………………………………………… 8
2.1 Destination image………………………………………………………… 8
2.1.1 Definition of destination image………………..…………………… 8
2.1.2 Importance of destination image………………..………………….. 9
2.1.3 Perceiving image in the different group………..……………………………… 10
2.1.4 The study of Thailand’s destination image…………..…………….. 11
2.2 Revisit travel motivation………………………………………………….. 12
2.3 Revisit intention…………………………………………………………… 17
2.4 Interrelationship among research constructs and hypothesis development.. 18
2.4.1 Relationship between destination image and revisit tourist 18
motivation………………………………………………………….
2.4.2 Relationship between destination image and revisit intention…….. 19
2.4.3 Relationship between revisit travel motivation and revisit 20
intention…………………………………………………………...
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY……………. 22
3.1 Research conceptual framework……………………….………………... 22
3.2 Questionnaire design……………………………………………………. 22
3.3 Construct Measurement…………………………………………………. 23
3.3.1 Destination image…………..……………………………………... 24
3.3.2 Travel motivation………………..…………………………………. 25
3.3.3 Revisit intention………………………..………………………….. 25
3.4 Pilot test…………………………………………………………………. 26
3.4.1 Descriptive Analysis……………………………………..……….. 26
3.4.1.1 Characteristics of respondents……………….……………. 26
3.4.1.2 Measurement result of relevant variables………….……… 28
3.4.2 Item analysis and reliability test……..……………………………. 30
3.4.2.1 Destination image………………….……………………… 30
3.4.2.2 Revisit travel motivation………………….………………. 32
3.4.2.3 Revisit intention……….…………………………………... 33
3.5 Sampling plan…………………………………………………………… 34
3.6 Data analysis procedures………………………………………………... 34
3.6.1 Descriptive statistic analysis……………………..………………... 34
3.6.2 Item analysis and reliability of the measurement variables……… 36
3.6.3 Independent t-test ………………………………..……………….. 35
3.6.4 Pearson correlation…………………………..……………………. 35
3.6.5 Multiple regression………………..……………………………… 35
CHAPTER FOUR RESULT AND DATA ANALYSIS…………………………… 36
4.1 Descriptive analysis……………………………………………………... 36
4.1.1 Characteristics of respondents………...………………..…………. 36
4.1.2 Measurement result of relevant variables…………………..……... 40
4.2 Item analysis and reliability test………………………………………… 45
4.2.1 Destination image………………………………………………..... 45
4.2.2 Revisit travel motivation……….…….……….…………………... 49
4.2.3 Revisit intention………………………...…………………………. 51
4.3 Independent t-test……………………………………………………..… 53
4.3.1 Destination image…………………………………………….…... 53
4.3.2 Revisit travel motivation……….……………………………….... 53
4.3.3 Revisit intention ………………………………………….…….... 54
4.4 Pearson correlation……………………………………………….…....... 54
4.5 Multiple regression…………………………………………………….... 56
CHAPTER FIVE CONCLUSION AND DISCUSSION……………….…………... 60
5.1 Research conclusion………………………………………………….…. 60
5.2 Suggestion and implications…………………………………………….. 62
5.3 Limitation and future research………………………………………….. 63
REFFERENCE ……………………………………………………………………... 65
APPENDIX…………………………………………………………………………. 74
Appendix A Survey questionnaire (English version)……………………..… 74
Appendix B Survey questionnaire (Traditional Chinese version)…………... 78
Appendix C Survey questionnaire (Simplified Chinese version)………….... 81

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