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研究生:董靜怡
研究生(外文):TUNG,CHING-YI
論文名稱:觀光意象、旅遊滿意度及忠誠度:旅遊方式之干擾效果
論文名稱(外文):The Moderating Effects of Tour Arrangement on Tourism Destination Images, Satisfaction and Loyalty
指導教授:林建信林建信引用關係
指導教授(外文):LIN,CHIEN-HSIN
口試委員:魏志雄吳偉立林建信
口試委員(外文):WEI,CHIH-HSIUNGWU,WEI-LILIN,CHIEN-HSIN
口試日期:2016-06-03
學位類別:碩士
校院名稱:大葉大學
系所名稱:國際企業管理學系碩士在職專班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2016
畢業學年度:104
語文別:中文
論文頁數:141
中文關鍵詞:旅遊方式觀光意象旅遊滿意度忠誠度日本
外文關鍵詞:tour arrangementtourism imagestravel satisfactiondestination loyaltyJapan
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根據交通部觀光局統計資料顯示,日本近年來是臺灣民眾最喜愛的出國觀光旅遊目的地,而國人前往日本旅遊,是以自助旅行方式為主,跟團旅行方式次之。為了瞭解此兩種主要旅遊方式對遊後觀光意象、旅遊滿意度與忠誠度之影響,本研究以旅遊方式為干擾變數以檢測其對遊後觀光意象、旅遊滿意度與忠誠度之間關係的影響程度。本研究以一年內曾經至日本觀光旅行的台灣民眾作為抽樣對象,利用便利取樣方式進行資料收集,發放650份問卷,回收有效問卷565份,回收率達87%。本研究使用SPSS 23.0及PROCESS 2.15 for SPSS 做為分析工具。研究結果為:一、觀光意象正向影響旅遊滿意度。二、觀光意象正向影響忠誠度。三、旅遊滿意度對於觀光意象及忠誠度具有中介效果。四、旅遊方式(跟團旅行或自助旅行)干擾旅遊滿意度對忠誠度的影響,且自助旅行有較強的影響效果。本研究所得之結果,期能提供觀光旅遊業者制定行銷策略之依據,及政府相關單位宣傳、推廣國家正面觀光意象、制定觀光政策及發展經營接待自助客旅遊能力之參考。
According to statistics of Tourism Bureau, Ministry of Transportation show that Japan is the most popular travel destination for Taiwan tourists in recent years. The mainly mode for Taiwan tourists traveling to Japan is self-guided tour, and escorted tour is second choice for them. In order to understand the tourism image, tourist satisfaction and behavior after travel attested by different travel modes. Tour arrangement used as a moderator of relationships among tourism images, travel satisfaction and destination loyalty used in this study. The people of Taiwan who visited Japan in past year as sampling target. There were 650 questionnaires dispatched in this research, 565 returns were valid, with returning valid rate is 87%. SPSS version 23.0 and PROCESS for SPSS version 2.15 is used as an analytical tool. The results show: (1) Tourism images have positive effect on satisfaction by tourist. (2)Tourism images have positive effect on destination loyalty. (3)Travel satisfaction has mediating effect in the interrelationship among tourism images and destination loyalty. (4) Tour arrangement intervene the effect of travel satisfaction effect on destination loyalty. The results obtained in this study can be basis of marketing strategies from tourist industry. And also be the reference for government to promote and develop positive tourism images, make tourism policy and develop hospitable ability for self-guided tourists.
目錄
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 5
第三節 研究流程 6
第貳章 文獻回顧與研究假說 9
第一節 觀光意象理論 9
第二節 滿意度理論 25
第三節 忠誠度理論 33
第四節 跟團旅行與自助旅行 41
第五節 日本旅遊市場及推展觀光的政策簡介 49
第六節 研究假說 56
第參章 研究方法 61
第一節 研究架構 61
第二節 變數操作型定義、問卷設計與測量工具 62
第三節 前測問卷抽樣方法與信度分析 72
第四節 資料分析方法 73
第肆章 資料分析與實證 76
第一節 樣本結構描述 76
第二節 各構面敘述性分析 86
第三節 量表效度與信度 92
第四節 相關性分析 93
第五節 研究假說驗證 95
第伍章 結論與建議 108
第一節 研究結果分析與討論 108
第二節 研究意涵 113
第三節 研究限制及未來研究建議 119
參考文獻 121
附錄一 問卷 135
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東方線上 (2016)。走吧!給自己來趟小旅行。2016 年 3 月 17 日。摘自http://www.isurvey.com.tw/7_eol/2_detail.aspx?id=4040
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日本國家旅遊局 (2015)。日本世界遺產。2015年12月5日。摘自http://www.welcome2japan.hk/location/interests/index_th_03.html
旅遊雲 (2015)。鍾雨欣:推廣觀光一切的重點都在於「人」。2015年12月27日。摘自http://travel.ettoday.net/article/442672.htm
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