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研究生:約瑟夫
研究生(外文):Jerry James Joseph
論文名稱:探索旅遊動機和重訪目的地意願之關聯性
論文名稱(外文):Exploring the Relationship Between Travel Motivation and Destination Loyalty Intention
指導教授:邱彥婷邱彥婷引用關係
指導教授(外文):CHIU,YEN-TING
口試委員:邱彥婷陳宥杉李婉怡
口試委員(外文):CHIU,YEN-TINGCHEN,YU-SHANLEE, WAN-I
口試日期:2020-06-17
學位類別:碩士
校院名稱:國立高雄科技大學
系所名稱:國際管理碩士學位學程
學門:社會及行為科學學門
學類:經濟學類
論文種類:學術論文
論文出版年:2020
畢業學年度:108
語文別:英文
論文頁數:80
中文關鍵詞:環境態度推力動機拉力動機旅遊滿意度目的地忠誠度
外文關鍵詞:Environmental AttitudePush MotivationPull MotivationTravel SatisfactionDestination Loyalty
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由於遊客們越來越關注環境問題,生態旅遊已成為全球旅遊業的趨勢。本研究目的在於了解旅客的旅遊和重遊目的地的動機.,並探討旅遊動機,旅遊滿意度和目的地忠誠度之間的關聯。此外,旅客的環境態度對於旅遊行為所帶來的影響也被納入探討。關於研究方法, 本研究採取問卷調查法, 訪問了 201 位印度受訪者,並使用SPSS 統計軟體進行資料分析。
根據研究結果顯示:(1)推力動機對旅遊滿意度沒有顯著影響 (2)拉力動機對旅遊滿意度有顯著影響 3)旅遊滿意度顯著提升目的地忠誠度。此外, 研究結果也顯示環境態度不干擾推力動機、拉力動機、旅遊滿意度和目的地忠誠度之間的關係。
該研究以管理意涵和實物建議作為結尾, 根據研究發現提供給旅遊業者一些建議如何透過旅遊動機的影響來提升旅遊滿意度和目的地忠誠度。
As travellers become more concerned about environmental issues ecotourism has become a trend in the global travel industry. The aim of this study is to understand what drives people to travel and what drives them to revisit the destination, studying the relationship between travel motivation, travel satisfaction and destination loyalty will be explored. In addition, the role of environmental attitude will also be investigated. A questionnaire survey was conducted among 201 respondents and analyze the data using SPSS by multiple regressions method. The results show that (1) push motivation has no positive and not significant impact on travel satisfaction.;
(2) pull motivation has positive and significant impact to travel satisfaction; (3) travel satisfaction has positive and significant impact on destination loyalty. Further, environmental attitude has no moderating effect on the relationship between push motivation, pull motivation, travel satisfaction and destination loyalty . The study concludes with more environmental awareness needed, managerial implications and suggestions on how to create higher levels of pull motivation, travel satisfaction and destination loyalty.
TABLE OF CONTENTS
Abstract....................................................................................................................................................i
Acknowledgements ................................................................................................................................ iii
Table of contents .................................................................................................................................... iv
List of Tables ........................................................................................................................................ vi
List of Figures ....................................................................................................................................... vii
CHAPTER1: INTRODUCTION .............................................................................................. 1
1.1 Research Background and Motivation ............................................................................................... 1
1.2 Research Objectives........................................................................................................................... 7
1.3 Research Process ............................................................................................................................... 8
CHAPTER 2: LITERATURE REVIEW ................................................................................ 9
2.1 Ecotourism ........................................................................................................................................9
2.2 Ecotourism in India.......................................................................................................................... 11
2.3 Environmental Attitude .................................................................................................................... 14
2.4 Motivation ....................................................................................................................................... 17
2.5 Travel Satisfaction .......................................................................................................................... 20
2.6 Destination Loyalty ......................................................................................................................... 23
CHAPTER 3: METHODOLOGY ......................................................................................... 25
3.1 Research framework ....................................................................................................................... 25
3.2 Research Hypotheses .......................................................................................................................26
3.3 Questionnaire Design and Data Collection ....................................................................................... 30
3.4 Operational definition ...................................................................................................................... 31
3.5 Tools for data analysis ................................................................................................................... 34
v
CHAPTER 4: RESULTS ....................................................................................................... 37
4.1 Descriptive analysis .........................................................................................................................37
4.2 Reliability analysis .......................................................................................................................... 39
4.3 Validity analysis .............................................................................................................................. 39
4.4 Hypothesis Test ............................................................................................................................... 41
4.5 Moderation Test .............................................................................................................................. 43
CHAPTER 5: CONCLUSION AND RECOMMENDATIONS ........................................... 50
5.1 Conclusion ..................................................................................................................................... 50
5.2 Managerial Implications ................................................................................................................. 53
5.3. Research Limitations and Future Research ..................................................................................... 56
References ...............................................................................................................................57
Appendix ................................................................................................................................ 66
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