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研究生:林岑憲
研究生(外文):Lin, Tsen-Hsien
論文名稱:遊客區隔在社交媒體行為上對目的地利益影響
論文名稱(外文):Effects of Tourist Segments on Social Media Behavior and Destination Benefits
指導教授:盧惠莉盧惠莉引用關係
指導教授(外文):Lu, Whei-Li
口試委員:賴素鈴吳德晃
口試委員(外文):Lai, Sue-LingWu, Der-Huang
口試日期:2016-05-30
學位類別:碩士
校院名稱:中國文化大學
系所名稱:全球商務碩士學位學程碩士班
學門:商業及管理學門
學類:一般商業學類
論文種類:學術論文
論文出版年:2016
畢業學年度:104
語文別:英文
論文頁數:92
外文關鍵詞:Tourism Destination BenefitsElectronic Word of MouthSocial MediaTourist SegmentsMoney Contribution
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With the changes in human lifestyle, electronic devices have become an integral part of our daily lives. People could share the information through social media within a couple of seconds, without any boundaries. Therefore, the electronic word of mouth is an important way to promote sightseeing sites. In this study, we would like to see the benefits from different tourist segment that has impacted the tourism destination, as social media becomes an integral part of marketing. To investigate the differences between the tourist segments difference in social media behavior, tourist segments has the highest money contribution, and tourist segments electronic word of mouth contribution. An analysis is performed to see if there are any differences between the international tourism experts and the general public’s opinion.
This study would be a quantitative research that would perform surveys through questionnaires. In the end, the results identified that tourist segments have significant differences in social media behavior and partial differences in money contribution. However, there are no significant differences in electronic word of mouth. The results of this study could enable decision-makers to develop better destination marketing strategy for different tourist segments.

CONTENTS
ABSTRACT iii
ACKNOWLEDGMENTS iv
CONTENTS v
LIST OF TABLES viii
LIST OF FIGURES x
CHAPTER ONE: INTRODUCTION 1
1.1 Research Background and Motivation 1
1.2 Research Questions and Objective 5
1.3 Research Structure 6
1.4 Academic Contributions 6
1.5 Practical Contributions 7
1.6 Research Procedure 8

CHAPTER TWO: LITERATURE REVIEW 10
2.1 Benefits from tourist segments 10
2.1.1 Student Trip 10
2.1.2 Business MICE 11
2.1.3 Shopping 12
2.1.4 Leisure Tourism 13
2.1.5 Medical Tourism 14
2.2 Impact of social media on tourism destinations 15
2.2.1 Social media on tourism destination marketing 15
2.2.2 Destination image on social media 16
2.3 The Money Contribution on Tourism Industry 17
2.4 The Electronic Word of Mouth Contribution on Tourism Industry 18
2.4.1 Electronic Word of Mouth 18
2.4.2 The Impact of Electronic Word of Mouth on Tourism Industry 19
2.4.3 Trust and Negative Impacts on Tourism Industry 21

CHAPTER THREE: RESEARCH METHODOLOGY 22
3.1 The Conceptual Framework 22
3.2 Research Design 23
3.3 Hypotheses Development 24
3.3.1 Tourist segments have difference in social media behavior 24
3.3.2 Tourist segments have difference in money contribution of tourism destination 25
3.3.3 Tourist segments have difference in electronic word of mouth contribution of tourism destination 25
3.4 Research Participants 26
3.5 Operational definition 27
3.6 The Demographic Profile of the Respondent 28
3.7 Data Analysis Procedure 29
3.7.1 Descriptive Statistic Analysis 30
3.7.2 Factor Analysis and Reliability Test 30
3.7.3 One-way ANOVA 30
3.7.4 LSD Post Hoc Test Multiple Comparisons 30

CHAPTER FOUR: RESEARCH ANALYSIS AND RESULTS 31
4.1 Descriptive 31
4.1.1 Data Collection 31
4.1.2 Characteristics of Respondent 31
4.1.3 Measurement result of relevant variables 37
4.2 Factor Analysis and Reliability Test 40
4.2.1 Social Media Behavior 40
4.2.2 Money Contributions 40
4.2.3 Electronic Word of Mouth Contributions 41
4.3 One-way ANOVA Analysis 45
4.4 Hypotheses Testing Through LSD Post Hoc Test Multiple Comparisons 47
4.4.1 LSD Post Hoc of Social Media Behavior 47
4.4.2 LSD Post Hoc of Money Contribution 55
4.4.3 LSD Post Hoc of Electronic Word of Mouth 59
4.5 The Difference between Expert Expectation and General Populace Act 63

CHAPTER FIVE: CONCLUSIONS AND DISCUSSIONS 71
5.1 Research Conclusions 71
5.2 Suggestions and Implications 73
5.2.1 Implications of Academic 73
5.2.1 Implications of Practical 74
5.3 Research Limitations and Future Research Directions 74
5.3.1 Research Limitations 74
5.3.2 Future Research Directions 75

REFERENCES 76

APPENDICES 81
Appendix 1 Questionnaire English Version 81
Appendix 2 Questionnaire Chinese Version 85
Appendix 3: Experts Questionnaire 89

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