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研究生:林弘郁
研究生(外文):LIN,HONG-YU
論文名稱:台灣三個旅遊景點綠色旅遊之研究-以熵值權重法、灰關聯分析法
論文名稱(外文):Study on green tourism of three tourist attractions in Taiwan-Entropy weight method and Grey Relational analysis method
指導教授:蔡翠旭蔡翠旭引用關係
指導教授(外文):THUI-HSU, TSAI
口試委員:江莞兒王淑滿
口試委員(外文):Wan-Erh ChiangWANG,SHU-MAN
口試日期:2019-06-28
學位類別:碩士
校院名稱:德明財經科技大學
系所名稱:行銷管理系
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2019
畢業學年度:107
語文別:中文
論文頁數:45
中文關鍵詞:旅遊型態熵值權重法綠色旅遊灰關聯分析權益關係人
外文關鍵詞:tourism type,Entropy weight methodgreen tourismGrey relational analysisequity relationship
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近年來,環境的變遷使得人們對於環境保護越來越重視,因此旅遊型態逐漸變成綠色旅遊的旅遊型態,講究環境保護、維持生態保護、及環境的永續發展性。
本研究主旨在於探討綠色旅遊體驗行銷的需求,本文以便利抽樣蒐集宜蘭冬山河親水公園、五峰旗瀑布、龍潭湖。以灰關聯分析及熵值權重法為研究方法。發放專家問卷57份,並以SPSS進行統計分析,研究結果顯示宜蘭旅遊景點五峰旗瀑布在綠色旅遊七項準則中灰關聯度最高,顯示當地的食物最符合綠色旅遊且具大眾喜愛,其次依序為冬山河親水公園,當地的交通較符合綠色交通且較為便利,最後則是龍潭湖,宜蘭旅遊景點的權益關係人可依此作為加強改善環境保護與規劃之參考。

關鍵字:旅遊型態、熵值權重法、綠色旅遊、灰關聯分析、權益關係人

Recently, the changes in the environment have made people more and more attention to environmental protection. Therefore, the tourism pattern has gradually become the tourism type of green tourism, paying attention to environmental protection, maintaining ecological protection, and sustainable development of the environment.
The main purpose of this study is to explore the demand for green tourism experience marketing. This article collects Yilan Dongshan River Water Park, Wufengqi Waterfall and Longtan Lake in a convenient sampling. Grey relational analysis and entropy weighting method are used as research methods. 57 expert questionnaires were distributed and statistical analysis was carried out by SPSS. The results showed that Wufengqi Waterfall, the tourist attraction of Yilan, had the highest gray correlation among the seven criteria of green tourism, indicating that the local food is the most suitable for green tourism and popular, followed by For Dongshan River Water Park, the local traffic is more convenient for green transportation and more convenient. Finally, Longtan Lake, Yilan tourist attractions can be used as a reference to strengthen environmental protection and planning.

Keywords: tourism type, entropy weight method, green tourism, Grey Relational analysis, equity relationship

目錄
摘要 I
ABSTRACT II
目錄 III
圖目錄 V
表目錄 VI
第一章 緒論 1
1-1研究背景與動機 1
1-2 研究目的 2
1-3研究範圍與對象 2
1-3-1冬山河親水公園 3
1-3-2五峰旗瀑布風景特定區 3
1-3-3龍潭湖風景特定區 4
1-4研究流程 6
第二章文獻探討 7
2-1環境關注 7
2-2旅遊型態 9
2-2-1權益關係人 10
2-3綠色旅遊 11
2-3-1綠色旅遊定義 11
2-3-2體驗行銷的歷程 13
2-4環境保護行為 14
2-5 熵值權重法 16
2-6灰關聯分析 18
第三章 研究方法 21
3-2灰色系統 22
3-2-1灰色系統理論 22
3-2-2灰關聯分析 22
3-2-3灰關聯之特點與配適性 23
3-2-4灰關聯分析理論之優點 23
3-2-5灰關聯公式 23
3-3 操作型定義 25
3-4問卷設計與對象 27
第四章資料分析 28
4-1敘述性統計分析 28
4-2信度與效度分析 29
4-3 熵值權重法(ENTROPY)取得客觀權重 29
4-4灰關聯分析-取得灰關聯係數 31
4-5使用灰關聯分析取得灰關聯度 33
第五章 研究結果與建議 34
5-1 研究貢獻與實務意涵 34
5.2研究限制 35
5-3結論衍伸意義 35
參考文獻 36
附錄 42


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