跳到主要內容

臺灣博碩士論文加值系統

(44.211.31.134) 您好!臺灣時間:2024/07/21 06:22
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果 :::

詳目顯示

: 
twitterline
研究生:林廣發
研究生(外文):Lin, Kuang-Fa
論文名稱:政策行銷、知覺價值、滿意度與抱怨行為關聯之研究-以屏東縣小琉球居民對觀光政策的認知為例
論文名稱(外文):A Study on the Correlation of Policy Marketing, Perceived Value, Satisfaction and Complaint Behavior-Taking Pingtung County's Xiaoliuqiu Residents' Cognition of Tourism Policy as an Example
指導教授:白金安白金安引用關係
指導教授(外文):Pai, Chin-An
口試委員:白金安范垂爐呂宗盈
口試委員(外文):Pai, Chin-AnFan, Chui-LuLu, Tsung-Ying
口試日期:2020-07-07
學位類別:碩士
校院名稱:國立屏東大學
系所名稱:不動產經營學系碩士班
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:66
中文關鍵詞:政策行銷知覺價值滿意度抱怨行為結構方程式模型
外文關鍵詞:Policy MarketingPerceived ValueSatisfactionComplaint BehaviorStructural Equation Modeling
相關次數:
  • 被引用被引用:2
  • 點閱點閱:451
  • 評分評分:
  • 下載下載:15
  • 收藏至我的研究室書目清單書目收藏:0
  近年來國際觀光人口持續成長,尤其是發展中國家的新興觀光旅客人數成長更為顯著,而在旅遊的型態以及形式則有著多元化的發展,全球觀光旅遊業可以說正處於產業結構化的改變期,為了落實國際觀光旅遊策略,發展地方觀光資源,政府早在1997年就已經在屏東縣東港鎮成立了大鵬灣風景管理處,並於2000年將小琉球併入大鵬灣管理處範圍內。基於小琉球具有得天獨厚的地質、地貌及豐富的陸域與海洋生態生態環境及政府積極投入基礎建設使小琉球成為能媲美峇里島不用出國也能享受海洋洗禮的觀光勝地,使觀光客倍增。觀光客雖締造了相當規模的經濟效益,但使當地原本純樸的漁村生活場域轉型為商業化的觀光場域,使自然資源、環境、社會文化帶來衝擊及威脅。雖提高經濟效益但伴隨來是空氣、水、噪音的污染和自然資源的破壞,使居民生活品質下降。伴隨著觀光產業需求的增加,觀光新興建設應該要更全面考量,廣納地方政府及地方民意即可降低政策推行之民怨與阻力,同時能兼顧社區利益、永續經營、生態保育三大原則有鑑於此,本研究探討小琉球居民對政府發展觀光的政策行銷、知覺價值、滿意度、抱怨行為等構面的因果關係,倘居民對觀光的政策行銷認知感受程度愈高,居民對於地方觀光的知覺價值以及其滿意度也愈高,則抱怨行為愈低,若政策行銷的認知低,知覺價值也低,滿意度也低,則抱怨行為就會高。
  本研究以小琉球居民為對象藉由結構方程式模型(Structural Equation Modeling,簡稱SEM模型)建立政策行銷、知覺價值、滿意度、抱怨行為關聯的理論模式,進一步瞭解針對屏東縣小琉球居民採隨機抽樣方式取得有效樣本215份加以驗證,藉以瞭解上述構面的關聯性及因果關係。實證結果發現:(1)小琉球居民對發展觀光的政策行銷對知覺價值,對居民的感知滿意度有正向顯著影響。(2)小琉球居民對發展觀光的知覺價值,對居民的滿意度有正向顯著影響,但對居民的抱怨行為則會有負向顯著影響。(3)小琉球居民對發展觀光滿意度感受,對居民的抱怨行為則會有負向顯著影響。
  The scale of global tourism continues to expand with structural changes. The most important trend is the significant growth in the number of international tourists and consumption in emerging economies, and the increasing diversification of tourism along with consumption patterns, which is an important engine for promoting global tourism and traveling. The government established the Dapeng Bay Scenic Management Office in 1997 and incorporated Xiaoliuqiu into the Dapeng Bay Management Office in 2000. Due to the unique geology, landscape, rich land areas and marine ecological environment of the Xiaoliuqiu, the government actively invested in its relevant infrastructures, making the Xiaoliuqiu become a quite popular oceanic tourist resort such as its favorable rival, Bali, without going abroad, for which such efforts multiplied the number of tourists in significant volume. On the other hand, although increasing tourists had created considerable economic benefits, they also transformed the original fishing village into a commercial sightseeing places, which brought negative impacts as well as threats to natural resources, the environment, and social culture. The economic benefits were improved, yet accompanied pollution of air, water, noise together with the destruction of natural resources, which diminished the quality of lives of local residents. Due to the increasing demand for tourism and recreation, the construction of tourism needs to keep pace with the times. It is possible to reduce the public complaints and resistance of the implementation of the policy by accommodating the government and local public opinions.
  This study explores the causal relationship between the local residents of Xiaoliuqiu on the policy marketing, perceived value, degree of satisfaction, and complaints towards government tourism. Assuming that local residents have higher awareness of tourism policy marketing, their perceived value and degree of satisfaction shall be higher as well, resulting in lower complaining behaviors. If the awareness of policy marketing is low, accompanied by the perceived value and the degree of satisfaction, the level of such complaining behaviors will be high. In this study, the local residents of Xiaoliuqiu are used as the subject to establish the theoretical model of the relationship between policy marketing, perceived value, degree of satisfaction, and complaining behaviors through Structural Equation Modeling (SEM model). By using random sampling from local residents to obtain 215 valid samples for verification, so as to understand the relevance and causality of the above facets. The empirical results have shown that: (1) The tourism policy marketing, perceived value and degree of satisfaction of local residents have positive and significant impacts. (2) The perceived value of local residents have a positive impact on satisfaction significantly but they have a negative impact on complaining behaviors. (3) Degree of satisfaction and complaints of local residents have negative and significant impacts.
謝誌 i
摘要 ii
Abstract iii
目錄 iv
表次 v
圖次 vi

第一章 緒論 1
 第一節 研究動機與目的 1
 第二節  研究對象、範圍與限制 3
 第三節 研究流程 4
第二章 文獻探討 6
 第一節 觀光政策 6
 第二節 政策行銷 9
 第三節 知覺價值 12
 第四節 滿意度 14
 第五節 抱怨行為 18
第三章 研究設計 21
 第一節 建立研究假說 21
 第二節 研究架構的建立 23
 第三節 操作性定義 24
 第四節 問卷設計 26
 第五節 樣本取得 29
 第六節 資料分析方法 30
第四章 實證結果分析 37
 第一節 樣本基本敘述性統計分析 37
 第二節 信度與效度分析 42
 第三節 結構方程模式分析 45
第五章 結論與建議 50
 第一節 結論 50
 第二節 建議 52
參考文獻 53
 中文參考文獻 53
 西文參考文獻 55
附錄 58
中文參考文獻
丘昌泰(2010)。公共政策:基礎篇。臺北:巨流。
包家銘(2017)。地政士對於不動產實價登錄之制度信任、知覺風險、滿意度、抱怨行為關係之研究(未出版之碩士論文)。屏東大學,屏東。
交通部(2015)。觀光局重要觀光景點建設中程計畫。臺北:交通部。
吳定(2008)。公共政策。臺北市:三民。
吳明隆(2009)。SPSS 操作與應用-問卷統計分析實務(二版)。臺北市:五南。
李品慧(2016)。小琉球居民對觀光衝擊認知(未出版碩士論文)。高雄應用科技大學,高雄市。
李貽鴻(1996)。觀光行銷學-供應與需求。臺北:淑馨。
李貽鴻(2005)。觀光學導論。臺北:五南。
孟繁中(2011)。公務人力發展中心,游於藝電子報,121。
林政穎(2018)。屏東市勝利新村活化再利用的政策行銷(未出版碩士論文)。屏東大學,屏東。
林敏菁、徐南麗、陳宗鵠(2015)。公寓住宅污水用戶對接管工程影響因素探討。健康與建築雜誌,2(3),25-32。
林惠玲、陳正倉(2009)。統計學:方法與應用上,雙葉。
洪志明(2016)。從遊客觀光行為探討小琉球發展海洋觀光之策略分析(未出版碩士論文)。海洋大學。基隆市。
洪昭如(2010)。銀行顧客抱怨行為與其他其品牌形象相關之研究-以臺北地區本國銀行與外商銀行為例(未出版碩士論文)。開南大學,桃園市。
韋氏國際辭典(1961)。
孫武彥(1993)。文化觀光-文化與觀光之研究。臺北:三民書局。
張春興(1992)。張氏心理學辭典,臺北市:臺灣東華書局。
許瑞娟、姜健(2017)。資訊來源與可信度對抱怨行為之探討。華人前瞻研究,13(1),59-71。
郭柄賢(2014)。食物品質、環境氣氛及服務品質對顧客滿意度及顧客忠誠度之關係研究:以春天餐廳為例(未出版之碩士論文)。世新大學,臺北市。
陳沛悌、裴蕾、陳甫鼎、李正慧(2008)。當地居民對觀光產業發展的態度以及影響居民態度之相關因素。運動休閒餐旅研究,3(2),53-72。
陳怡靜、胡學誠(2013)。以ACSI模式驗證國內銀行業顧客滿意度之因果關係,臺灣銀行季刊,64(3),67-83。
陳琦政、白金安、陳怡君,(2012),臺北地區參與都市更新居民滿意度與忠誠度之研究-ECSI模式之實證分析,國立屏東商業技術學院學報,14(8),257-276。
陳順宇(2005)。多變量分析。臺北:華泰。
陳順宇(2007)。結構方程模式。臺北:華泰。
陳聰智(2003)。南投縣觀光建縣政策執行之研究(未出版之碩士論文)。東海大學。臺中市。
黃芳銘(2007)。結構方程模式理論與應用(五版)。臺北:五南書局。
黃建文、蘇印璽(2014)。美髮業服務品質、知覺價格、知覺價值、滿意度對行為意向之研究-以臺灣、廣東為例。臺南應用科大學報,3,1-20。
楊正寬(2001)。觀光行政與法規。臺北:揚智。
劉華宗、楊清媚(2015)。臺中市圖書資訊中心推動「閱讀起步走.親子悅讀營」之政策行銷與成效探討。臺北市立圖書館館訊,33(2),35-53。
潘豐泉、徐茂洲、魏春娥、陳盈伸(2009)。熟齡族群溫泉知覺價值量表發展之研究,嘉大體育健康休閒期刊,8(1)。
盧衍良、蔡承孛(2014) 涉入性、知覺價值、忠誠度、滿意度與重遊意願之關係研究-以來臺自由行陸客為例。餐旅暨觀光,11 (4),243-272。
賴瑟珍、吳朝彥(2019)。觀光行政與法規。臺北:碁峯。

西文參考文獻
Aaker, D. A., & Bagozzi, R. P. (1979). Unobservable Variables in Structural Equation Models with an Application in Industrial Selling. Journal of Marketing Research, 16(2), 147-158. doi:10.1177/002224377901600201
Anderson, E. W., & Fornell, C. (2000). Foundations of the American Customer Satisfaction Index. Total Quality Management, 11(7), 869-882. doi:10.1080/09544120050135425
Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74-94. doi:10.1007/bf02723327
Bandura, A. (1977). Self-efficacy: Toward a unifying theory of behavioral change. Psychological Review, 84(2), 191-215. doi:10.1037/0033-295x.84.2.191
Basaran, U., & Aksoy, R. (2017). The effect of perceived value on behavioural intentions. Pressacademia, 4(1), 1-16. doi:10.17261/pressacademia.2017.375
Bearden, W. O., & Teel, J. E. (1983). Selected Determinants of Consumer Satisfaction and Complaint Reports. Journal of Marketing Research, 20(1), 21-28. doi:10.1177/002224378302000103
Cassel, C., & Eklöf, J. A. (2001). Modelling customer satisfaction and loyalty on aggregate levels: Experience from the ECSI pilot study. Total Quality Management, 12(7-8), 834-841. doi:10.1080/09544120100000004
Chin, W. W. (1998). Issues and Opinion on Structural Equation Modeling. Management Information Systems Quarterly, 22 (1), 7-16.
Crié, D. (2003). Consumers' complaint behaviour. Taxonomy, typology and determinants: Towards a unified ontology. Journal of Database Marketing & Customer Strategy Management, 11, 60-79. doi:10.1057/palgrave.dbm.3240206
Day, R. L. (1984). Modeling choices among alternative responses to dissatisfaction. Advances in Consumer Research, 11(1), 496–499.
Fornell, C. (1992). A National Customer Satisfaction Barometer: The Swedish Experience. Journal of Marketing, 56(1), 6-21. doi:10.1177/002224299205600103
Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables & Measurement Error. Journal of Marketing Research, 18, 39-51. doi:10.2307/3151312
Gale, B. T. (1994). Managing Customer Value: Creating Quality and Service That Customers Can See. New York, NY: Free Press.
Anderson, R. E., Black, W. C., Hair, J. F., & Tatham, R. L. (1998). Multivariate data analysis. London: Prentice-Hall.
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2013). Partial Least Squares Structural Equation Modeling: Rigorous Applications, Better Results and Higher Acceptance. Long Range Planning, 46(1-2), 1-12. doi:10.1016/j.lrp.2013.01.001
Kline, R. B. (2005). Principles and Practice of Structural Equation Modeling (pp. 366). New York: Guilford.
Kotler, P. (2003). Marketing Management: Analysis, Planning, Implementation, and Control. NJ: Prentice-Hall.
Little, T. D., Cunningham, W. A., Shahar, G., & Widaman, K. F. (2002). To Parcel or Not to Parcel: Exploring the Question, Weighing the Merits. Structural Equation Modeling: A Multidisciplinary Journal, 9(2), 151-173. doi:10.1207/s15328007sem0902_1
Marsh, H. W., Hau, K., Balla, J. R., & Grayson, D. (1998). Is More Ever Too Much? The Number of Indicators per Factor in Confirmatory Factor Analysis. Multivariate Behavioral Research, 33(2), 181-220. doi:10.1207/s15327906mbr3302_1
Monroe, K. B. & Krishnan, R. (1985). The Effect of Price on Subjective Product Evaluation, In Perceived Quality: How Consumers View Stores and Merchandise (pp. 209-232). Eds. Jacob and Jerry C. Olson. Lexington. MA: Lexington Books.
Nunnally, J. C. (1978). Psychometric theory. New York: Mcgraw-Hill.
Oliver, M. 1996b: A Sociology of Disability or a Disablist Sociology? In Barton (ed.), Disability and Society, emerging issues and insights. Harrow: Longman.
Oliver, R. L. (1980). A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions. Journal of Marketing Research, 17(4), 460-469. doi:10.1177/002224378001700405
Oliver, R. L. (1981). Measurement and evaluation of satisfaction processes in retailsettings, Journal of Retailing, 57(3), 25-48.
Oliver, R. L., & Bearden, W. O. (1985). Disconfirmation processes and consumer evaluations in product usage. Journal of Business Research, 13(3), 235-246. doi:10.1016/0148-2963(85)90029-3
Oliver, R. L. (1997). Satisfaction: A behavioral perspective on the consumer. New York: McGraw Hill.
Osborne, D., & Plastrik, P. (1997). Banishing bureaucracy: the five strategies for reinventing government. Reading, Mass: Addison Wesley.
Petrick, J. F., & Backman, S. J. (2002). An Examination of Golf Travelers' Satisfaction, Perceived Value, Loyalty, and Intentions to Revisit. Tourism Analysis, 6, 223-237.
Segars, A. (1997). Assessing the unidimensionality of measurement: A paradigm and illustration within the context of information systems research. Omega, 25(1), 107-121. doi:10.1016/s0305-0483(96)00051-5
Siddiqi, K. O. (2011). Interrelations between Service Quality Attributes, Customer Satisfaction and Customer Loyalty in the Retail Banking Sector in Bangladesh. International Journal of Business and Management, 6(3), 12-36. doi:10.5539/ijbm.v6n3p12
Singh, J. (1990). A Typology of Consumer Dissatisfaction Response Styles. Journal of Retailing, 66(1), 57-99.
Thompson, B. (2004). Exploratory and confirmatory factor analysis: Understanding concepts and applications. Washington, DC: American Psychological Association.
Tronvoll, B. (2007). Customer complaint behaviour from the perspective of the service‐dominant logic of marketing. Managing Service Quality: An International Journal, 17(6), 601-620. doi:10.1108/09604520710834966
Woodruff, R. B., Cadotte, E. R., & Jenkins, R. L. (1983). Modeling Consumer Satisfaction Processes Using Experience-Based Norms. Journal of Marketing Research, 20(3), 296-304. doi:10.1177/002224378302000308
Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52(3), 2-22. doi:10.1177/002224298805200302
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top
無相關期刊