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研究生:陳暐婷
研究生(外文):Wei-Ting Chen
論文名稱:共享自行車系統對外國遊客城市旅遊滿意度的影響
論文名稱(外文):Does a Bike-sharing System Matter to Destination Satisfactions of Foreign Tourists?
指導教授:林楨家林楨家引用關係
指導教授(外文):Jen-Jia Lin
口試委員:張馨文蔡育新
口試委員(外文):Hsin-Wen ChangYu-Hsin Tsai
口試日期:2015-06-09
學位類別:碩士
校院名稱:國立臺灣大學
系所名稱:地理環境資源學研究所
學門:社會及行為科學學門
學類:地理學類
論文種類:學術論文
論文出版年:2015
畢業學年度:103
語文別:中文
論文頁數:186
中文關鍵詞:共享自行車系統公共自行車系統旅遊滿意度次序Logit迴歸
外文關鍵詞:bike-sharing systempublic bike systemdestination satisfactionordered logit regression
相關次數:
  • 被引用被引用:1
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  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:1
全球化使國際遊客流動的人數和頻率增加,聯合國世界旅遊組織預估2020年全球國際入境旅遊人數將上升到近16億。若要發展城市旅遊在國際上的吸引力,國外遊客的觀點必須格外重視。提供高品質服務以確保遊客滿意度,能夠帶動口碑、忠誠度、介紹和再訪率,因此是成功的旅遊目的地營銷關鍵之一。對遊客而言,城市運輸是遊客在城市移動不可或缺的服務系統,特別是公共運輸。共享自行車系統(Bike Sharing System, BSS)目前已在全球800個城市颳起旋風,此種新興的公共運輸且有潛力發展為城市旅遊的綠色運輸模式,然而,BSS對外國遊客城市旅遊滿意度的影響究竟為何?尚為學術界未被探討的問題。
為了釐清BSS和城市旅遊滿意度之間的關聯,首先透過文獻回顧預建一套有彈性之分類系統,再以配額及立意方式取樣訪談對象,進行半結構性個案訪談。根據訪談結果,以詮釋探究關聯性,提出解釋框架、研擬假說。繼而統整影響外國遊客使用BSS進行城市旅遊的因素,使用度假滿意模型量身打造適合台北城市旅遊的旅遊滿意度屬性。接著,對使用BSS進行城市旅遊的外國遊客進行問卷調查,採用李克特七等分量表搭配臉部量表,調查其對城市旅遊的滿意度、BSS各項績效表現、個人資料等,蒐集了400份有效樣本。
因旅遊滿意度屬於次序離散資料,採用次序Logit迴歸分析,實證研究得到以下結果:第一,BSS績效表現顯著地影響外國遊客城市旅遊滿意度,包括購物、餐廳、旅館、人情味、運輸、吸引力、環境、整體滿意度等。第二,旅遊滿意度顯著地受到性別、年齡、教育程度、個人年收入、旅程時是否下雨、洲別的影響。第三,對外國遊客城市旅遊滿意度有顯著影響的BSS變數中,以自行車品質為最關鍵的因素。本研究結果提供公共運輸對城市旅遊滿意度影響的新知識,並提供推廣城市旅遊策略的新面向。

Due to globalization, international tourists are increasing in quantity and frequency. The United Nations World Tourism Organization predicts the number of inbound tourists will rise to 1,600 million in 2020. International tourists'' consumptions boost economic developments of tourist destinations, so their viewpoints should be valued to develop a city''s attractions. Providing high-quality services to elevate tourist satisfaction is related to enhancing tourist loyalties, willingnesses to recommend destinations and decisions of revisiting. So, tourist satisfication plays an important role in planning tourism services. Being a key factor of tourist destinations, transportation systems have significant effects on tourists’ satisfactions. The bike-sharing system (BSS) has been developed as an emerging public transport system in over 800 cities in the world, and it has potentials to be a green transport mode for promoting city tourism. However, how is BSS related to international tourists’ satisfications? This issue has not been well explored yet.
To clarify the relationship between BSS and tourist satisfaction, this study identified the tourist satisfaction attributes and BSS performances and proposed hypothetical relationships between them based on a literature review and face-to-face interviews with foreign tourists in Taipei, Taiwan. To adopt measures suiting local conditions, this study used the HOLSAT (Holiday Satisfaction) survey instrument to measure the attributes of tourist satisfactions. Then, a questionnaire survey was conducted on the foreign tourists in Taipei. The participants’ responses were measured using a 7-point Likert scale and a face scale. 400 effective responses were successfully collected as sample data.
The sample data were analyzed using ordered logit regressions and reached the following findings. First, the BSS does matter to tourist satisfactions in terms of shopping, restaurant, accommodation, transportation, attractions, residents'' attitudes, environment, and overall satisfaction. Second, the influences of BSS on tourist satisfactions varied significantly according to their genders, ages, educations, incomes, weather experiences and homelands. Third, the bike condition of BSS is the most influential attribute in explaining tourist satisfactions. The empirical results of this research provide new knowledge about the role of public transport in explaining tourist satisfactions and produce fresh policy directions for promoting city tourism.

口試委員審定書 i
誌謝 ii
中文摘要 iii
英文摘要 iv
圖目錄 viii
表目錄 ix
第一章 緒論 1
第一節 研究背景 1
第二節 研究目的 5
第三節 研究範疇 6
第四節 研究方法與流程 9
第二章 文獻回顧 12
第一節 外國遊客特性 12
第二節 旅遊與運輸 18
第三節 共享自行車系統 25
第四節 旅遊滿意度的評估 38
第五節 綜合評述 42
第三章 個案訪談 58
第一節 訪談設計 59
第二節 研究對象與資料蒐集 60
第三節 資料分析方法 63
第四節 資料分析與解釋 64
第五節 與BSS有關聯之城市旅遊滿意度量測屬性項目 78
第四章 研究假說 81
第一節 課題研析 82
第二節 假說研提 88
第三節 驗證方法 101
第五章 資料調查與分析 106
第一節 問卷調查與資料蒐集 106
第二節 敘述統計分析 110
第三節 相關分析 118
第六章 實證分析 123
第一節 迴歸分析 123
第二節 假說驗證 129
第三節 討論與應用 131
第七章 結論 142
第一節 研究發現 143
第二節 建議 146
參考文獻 149
附錄一 訪談紀錄表 160
附錄二 問卷 171
附錄三 國籍比例分配表(由高至低排序) 177
附錄四 次序Logit基礎模式 179
附錄五 次序Logit延伸模式 183

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