臺灣博碩士論文加值系統

大甲鎮瀾宮是台灣地方廟宇文化中極具特色的宮廟，而大甲媽祖國際觀光文化節更被喻為全世界三大宗教盛事，每年吸引了數十萬人的參與，帶來極大價值的觀光效應。本研究旨在探討大甲鎮瀾宮遊客的旅遊意象、旅客滿意度及行為意向等變項之關聯性。研究採問卷調查法，針對大甲鎮瀾宮遊客為研究對象。本研究於2019年11月10日至2019年12月30日期間，於大甲鎮瀾宮發放問卷；採便利抽樣方式進行，得到有效問卷442份。問卷主要內容涵蓋個人社經背景、大甲鎮瀾宮旅遊意象、旅客滿意度及行為意向等部分。本研究之分析方法包括：描述性統計分析、相關分析、信度分析、t檢定、單因子變異數分析、逐步多元迴歸分析等。實證結果顯示：大甲鎮瀾宮旅遊意象對遊客滿意度有正向顯著影響，遊客滿意度對行為意向有正向顯著影響。不同社經背景變項在遊客滿意度與行為意向上有顯著差異。不同性別、年齡、個人年所得、到訪大甲鎮瀾宮旅遊的旅遊同伴、到訪大甲鎮瀾宮旅遊的交通工具的遊客在遊客滿意度有顯著的差異。不同性別、年齡、個人年所得、到訪大甲鎮瀾宮旅遊的旅遊同伴、到訪大甲鎮瀾宮旅遊的交通工具的遊客在到訪大甲鎮瀾宮後的行為意向有顯著的差異。期望本研究之研究結果可以提供大甲鎮瀾宮相關行銷建議與運作上，以及台灣宮廟活動的相關行為的參考。

關鍵字：大甲鎮瀾宮、旅遊意象、滿意度、行為意向

Dajia Jenn Lann Temple is a unique part of Taiwan’s local temple culture, and Dajia Mazu International Festival is hailed as the one of the three major religious events in the world, attracting hundreds of thousands of people every year and bringing sightseeing effects of great value. The purpose of this study was to explore the relevance of tourism image, tourist satisfaction, and the behavioral intention of tourists at Dajia Jenn Lann Temple. This research adopted the questionnaire survey method, using the tourists at Dajia Jenn Lann Temple as the research subjects. Questionnaires were distributed via the convenience sampling method at Dajia Jenn Lann Temple from November 10, 2019 to December 30, 2019, and 442 valid questionnaires were obtained. The main content of the questionnaire covered the respondents’ personal social and economic backgrounds, Dajia Jenn Lann Temple travel image, tourist satisfaction, and behavioral intention. The analysis methods of this study included descriptive statistical analysis, correlation analysis, reliability analysis, t test, single factor variance analysis, and stepwise multiple regression analysis, etc. The empirical results showed that Dajia Jenn Lann Temple tourism image had a positive and significant effect on tourist satisfaction, and that tourist satisfaction had a positive and significant effect on behavioral intention. Different social economic background variables showed significant variations in tourist satisfaction and behavioral intention. Tourists of different gender, age, individual yearly income, travel companions, and means of transportation to Dajia Jenn Lann Temple showed significant differences in tourist satisfaction. Tourists of different gender, age, individual yearly income, travel companions, and means of transportation to Dajia Jenn Lann Temple also showed significant differences in their behavioral intentions after visiting Dajia Jenn Lann Temple. It was hoped that the research results of this study could provide a reference for the marketing recommendations and operations of Dajia Jenn Lann Temple.

KEYWORDS: Dajia Jenn Lann Temple, Tourism Image, Satisfaction, and Behavioral Intention

目錄
中文摘要 i
英文摘要 iii
誌謝 iv
目錄 v
表目錄 vii
圖目錄 xii
一、緒論 1
1.1　研究動機與目的 1
1.2　研究問題 3
1.3　研究流程 4
二、文獻探討 6
2.1　旅遊意象 6
2.2　滿意度 8
2.3　行為意向 12
三、研究方法與設計 15
3.1　研究架構 15
3.2　研究假說 16
3.3　變數操作性定義與衡量 17
3.4　資料蒐集 21
3.5　資料分析方法 25
四、實證分析結果 27
4.1　敘述統計分析 27
4.2　排序分析 29
4.3　迴歸分析 33
4.4　變異數分析 35
五、研究結論與建議 51
5.1　研究結論 51
5.2　實務上建議 55
5.3　對後續研究者之建議 56
參考文獻 57
中文部分 57
英文部份 58
附錄：研究問卷 63


表目錄
表2-1 旅遊意象之衡量 7
表2-2 顧客滿意度的定義 9
表2-3 顧客滿意度的衡量構面 11
表2-4 行為意向的定義 13
表3-1旅遊意象之衡量問項 18
表3-2滿意度之衡量問項 19
表3-3行為意向之衡量問項 20
表3-4樣本回收統計表 21
表3-5個人統計變項資料表 23
表4-1 研究變項之敘述性統計量表 27
表4-2 研究變項之 Pearson 相關分析表 28
表4-3 宗教心靈平均數排序分析表 29
表4-4 節慶活動平均數排序分析表 30
表4-5 交通運輸平均數排序分析表 30
表4-6 地方文化平均數排序分析表 31
表4-7 遊客滿意度平均數排序分析表 32
表4-8 行為意向平均數排序分析表 32
表4-9 旅遊意象對遊客滿意度之迴歸分析結果 33
表4-10 遊客滿意度對行為意向之迴歸分析結果 34
表4-11不同性別的遊客在遊客滿意度的差異分析表 35
表4-12不同性別的遊客在行為意向的差異分析表 36
表4-13不同婚姻狀況的遊客在遊客滿意度的差異分析表 36
表4-14不同婚姻狀況的遊客在行為意向的差異分析表 36
表4-15不同年齡的遊客對遊客滿意度的單因子變異數分析表 37
表4-16 Scheffe事後多重比較分析-不同年齡的遊客在遊客滿意度的差異 37
表4-17不同年齡的遊客對行為意向的單因子變異數分析表 38
表4-18 Scheffe事後多重比較分析-不同年齡的遊客在行為意向的差異 39
表4-19不同教育程度的遊客在遊客滿意度的單因子變異數分析表 40
表4-20 Scheffe事後多重比較分析表-不同教育程度的遊客在遊客滿意度的差異 40
表4-21不同教育程度的遊客在行為意向的單因子變異數分析表 41
表4-22 Scheffe事後多重比較分析表-不同教育程度的遊客在遊客滿意度的差異 41
表4-23不同職業的遊客對遊客滿意度的單因子變異數分析表 42
表4-24不同職業的遊客對行為意向的單因子變異數分析表 42
表4-25不同年個人所得的遊客對遊客滿意度的單因子變異數分析表 43
表4-26不同年個人所得的遊客對行為意向的單因子變異數分析表 44
表4-27不同旅遊同伴的遊客對遊客滿意度的單因子變異數分析表 44
表4-28 Scheffe事後多重比較分析表-不同旅遊同伴的遊客在滿意度的差異 45
表4-29不同旅遊同伴的遊客對行為意向的單因子變異數分析表 46
表4-30 Scheffe事後多重比較分析表-不同旅遊同伴的遊客在行為意向的差異 47
表4-31不同交通工具的遊客對遊客滿意度的單因子變異數分析表 48
表4-32 Scheffe事後多重比較分析表-不同交通工具的遊客在遊客滿意度的差異 49
表4-33不同交通工具的遊客對行為意向的單因子變異數分析表 50
表4-34 Scheffe事後多重比較分析表-不同交通工具的遊客在行為意向的差異 50
表5-1驗證假說一之結果彙整表 52
表5-2驗證假說二之結果彙整表 52
 
圖目錄
圖1-1 研究流程圖 5
圖3-1 觀念性架構圖 15

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