臺灣博碩士論文加值系統

本研究係為探討越南旅客來臺灣旅遊之影響因素，例如對於台灣之國家印象、團體旅遊之服務品質等，台灣在2014年為吸引東南亞旅客至台灣進行觀光旅遊活動，交通部觀光推動「觀宏專案」後，越南旅客在2016年前每年入境不到20萬人，至2018年達到近50萬人次的高峰，但在2019年底新冠肺炎(COVID-19)疫情在全球大流行以來。期間歷經關閉國境全抗疫，迄至2022年10月13日台灣政府再度開放國門，配合台灣政府大力推動新南向政策吸引東南亞觀光客之際，本研究收集有效問卷375份，並對於相關題項以SPSS統計軟體進行分析，探討越南旅客對於台灣觀光的國家印象與服務品質等課題，期能藉由本研究發現的結論提供入境旅行業及政府相關部門策略管理的參考，以迎接未來觀光的蓬勃復甦。

This research is to explore the influencing factors of Vietnamese tourists traveling to Taiwan, such as the national impression of Taiwan, the service quality of group tours, etc. In order to attract Southeast Asian tourists to Taiwan for tourism activities in 2014, the Ministry of Communications Tourism promoted the "Macro View" After the "Project", Vietnamese tourists entered the country less than 200,000 people a year before 2016 and reached a peak of nearly 500,000 in 2018. However, since the COVID-19 epidemic became a global pandemic at the end of 2019. During the period, the country was closed to fight against the epidemic, and until October 13, 2022, the Taiwan government reopened the country. In cooperation with the Taiwan government's vigorous promotion of the new southbound policy to attract tourists from Southeast Asia, this study collected 375 valid questionnaires and analyzed related questions. This project uses SPSS software to analyze Vietnam tourists' national impression and service quality of Taiwan tourism. It is hoped that the conclusions found in this study can provide a reference for the strategic management of the inbound tourism industry and relevant government departments, so as to welcome the vigorous recovery of tourism in the future.

中文摘要 i
英文摘要 ii
誌謝 iv
越南文誌謝 v
目錄 vii
圖目錄 ix
表目錄 x
第壹章　緒論 1
第一節 研究背景 1
第二節 研究目的 3
第三節 研究流程 4
第貳章　文獻探討 6
第一節 團體旅遊與服務品質 6
第二節 國家印象 9
第三節 旅遊意圖 12
第參章　研究方法 16
第一節 研究架構及假設 16
第二節 操作性定義 17
第三節 問卷設計 18
第四節 研究對象與抽樣方法 22
第五節 資料分析方法 22
第肆章　研究結果 25
第一節 基本資料分析 25
第二節 敘述性統計分析 27
第三節 信度分析 30
第四節 相關分析 33
第五節 迴歸分析 34
第伍章　結論與建議 37
第一節 研究結論 37
第二節 研究限制與建議 38
參考文獻 40
附錄 47

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