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研究生:楊家瑋
研究生(外文):YANG, CHIA-WEI
論文名稱:社會企業形象、文化觀光涉入對體驗價值及顧客滿意度影響之研究—以台中范特喜文創聚落為例
論文名稱(外文):A Study of the Influence of Social Enterprise Image, Cultural Tourism Involvement to Experiential Value and Customer satisfaction:A Case of Fantasy Story in Taichung
指導教授:謝玲芬謝玲芬引用關係
指導教授(外文):HSIEH,LING-FENG
口試委員:靳炯彬吳牧臻
口試委員(外文):CHIN,JIUNG-BINWU,MU-CHEN
口試日期:2020-07-03
學位類別:碩士
校院名稱:中華大學
系所名稱:科技管理學系
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2020
畢業學年度:108
語文別:中文
論文頁數:89
中文關鍵詞:社會企業形象文化觀光涉入體驗價值顧客滿意度
外文關鍵詞:Social Enterprise ImageCultural Tourism InvolvementExperiential ValueCustomer Satisfaction
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近年台灣文化觀光已被政府列為重點培植之發展產業之一,文化觀光是永續觀光型態的一種,其特點是著重於文化精髓與歷史遺跡的保存與維護,透過觀光旅遊與教育傳達文化歷史,以帶動地區經濟及社會發展,讓民眾對於在地文化特色有更進一步的了解,以達到促進社會和諧並建立城市形象,促進相關產業之發展,將是未來觀光發展的新趨勢。
因政府政策、科技、及創意等元素之挹注下,相關老舊空間及傳統文化產業陸續被活化,甚至加入社會企業經營模式不僅自給自足,亦貢獻當地社區許多經濟、環境及社會價值。本研究旨在發展並驗證社會企業形象、文化觀光涉入及體驗價值對顧客滿意度影響之研究;並以台中范特喜文創聚落之消費者為實證對象,驗證模式與理論觀點的精確性。研究結果發現:(1)社會企業形象對體驗價值具有正向的顯著影響;(2)文化觀光涉入對體驗價值具有正向的顯著影響;(3)社會企業形象對顧客滿意度具有正向的顯著影響;(4)文化觀光涉入對顧客滿意度具有正向的顯著影響;(5)體驗價值為對顧客滿意度具有正向的顯著影響。希冀將研究結果提供文創產業或有意經營社會企業之創業家,甚至政府相關觀光政策擬定之參酌。

In recent years, Taiwan Cultural Tourism has been listed by the government as one of the key development industries. Cultural Tourism is a type of sustainable tourism. Its characteristics are focused on the preservation and maintenance of cultural essence and historical monuments. It conveys culture and history through tourism and education to promote regional economic and social development. It also make the public have a better understanding of local cultural characteristics to promote social harmony and the related industries development and to establish an urban image. These will be the new trend of tourism development in the future.
Under the investment of the government policies, technology, and creativity, the related old spaces and traditional cultural industries have been gradually activated. They even has been joined in the social enterprise business model are not only self-sufficient, but also contribute economic, environmental and social values to local communities. This study aims to develop and verify the impact on the customer satisfaction by the social corporate image, the cultural tourism involvement and the experience value. Take the consumers in Taichung Fantasystory Creative Community as an empirical object, and verify the accuracy of the model and theory. The major findings were as follows: (1)The social enterprise image has the positive and significant impact on the experiential value. (2)The cultural tourism involvement has the positive and significant impact on the experiential value. (3)The social enterprise image has the positive and significant impact on the customer satisfaction. (4)The cultural tourism involvement has the positive and significant impact on the customer satisfaction. (5)The experiential value has the positive and significant impact on the customer satisfaction. The research will be provided to cultural and creative industries or entrepreneurs interested in operating social enterprises, and even be as focused references on relevant tourism policies for the government.

摘 要 i
Abstract ii
誌謝辭 iii
目 錄 iv
表 目 錄 vi
圖 目 錄 viii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究步驟與流程 5
第四節 研究範圍 7
第二章 文獻探討 8
第一節 社會企業形象 8
第二節 文化觀光涉入 13
第三節 體驗價值 16
第四節 顧客滿意度 19
第五節 推導構念假設 22
第三章 研究方法 25
第一節 研究概念架構 25
第二節 構念操作型定義與衡量 26
第三節 研究架構與假設 32
第四節 研究樣本抽樣設計 35
第五節 量表預試分析 36
第六節 資料分析方法 39
第四章 研究結果分析 41
第一節 敘述統計分析結果 41
第二節 信效度與因素分析 47
第三節 相關分析 55
第四節 複迴歸分析 57
第五節 差異性分析 60
第五章 結論與建議 71
第一節 研究結論 71
第二節 建議 74
第三節 研究限制 76
參考文獻 77
中文部分 77
英文部分 79
網頁部分 87
附錄一 范特喜文創園區問卷 88


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