臺灣博碩士論文加值系統

近年來，越南旅遊業發展相當迅速，台灣遊客被越南旅遊業認為是主要的潛在旅遊市場，根據越南國家旅遊局統計2023年台灣遊客人數赴越南遊客最多的三大市場之一。因此，本研究的目的是探討曾經去過越南峴港之旅遊，以旅遊動機，目的的意象及旅遊後的重遊意願為何，台灣遊客的不同人口統計變項在旅遊動機及目的地意象上之差異。透過問卷調查的發放，以台灣遊客曾經去過峴港旅遊為研究對象，總共發420份，實收有效問卷307份。透過SPSS 20.0 統計軟體，採用描述性統計、信度分析、差異分析及迴歸分析等進行資料分析。研究的結果顯示：
在不同人口統計變項對於旅遊動機及目的地意象有部分差異性的存，其中旅遊動機的性別與不同年齡有顯著差異中，目的地意象的不用年齡與不同去過次數有顯著差異；此外， 旅遊動機、目的地意象對重遊意願有正向顯著影響，其中旅遊動機的生理動機的影響最大，目的地意象的自然景觀的影響最大。
最後，研究結果是更了解台灣遊客的旅遊需求重要性，為越南旅遊業與台灣旅遊業者，特別是峴港旅遊業提供有用的信息，以幫助加強與改善旅遊業發展政策。此外，亦提出了一些建議，希望能吸引更多遊客前來峴港觀光，提升當地經濟效益。同時，這些研究成果也將為未來的研究提供有價值的參考與建議。

In recent years, Vietnam's tourism industry has developed quite rapidly. Taiwanese tourists are considered a major potential market by the Vietnamese tourism industry. According to the Vietnam National Administration of Tourism in 2023, Taiwanese tourists ranked among the top three markets visiting Vietnam. Therefore, the purpose of this study is to explore the travel motivations, destination images, and revisit intentions of Taiwanese tourists who have visited Da Nang, Vietnam. The study also examines the differences in travel motivations and destination images across different demographic variables of Taiwanese tourists.
Through a questionnaire survey targeting Taiwanese tourists who have visited Da Nang, a total of 420 samples were distributed, and 307 valid samples were collected. The data were analyzed using SPSS 20.0 statistical software, employing descriptive statistics, reliability analysis, difference analysisand regression analysis.
The results of the study indicate that there are partial differences in travel motivations and destination images across different demographic variables. Specifically, travel motivations show significant differences by gender and age, while destination images show significant differences by age and the number of previous visits. Additionally, travel motivations and destination images have a significant positive impact on revisit intentions, among them, the physiological motivation of tourism motivation has the greatest impact, and the natural landscape of destination image has the greatest impact.
Finally, the research results underscore the importance of understanding the travel needs of Taiwanese tourists. They provide useful information for the Vietnamese and Taiwanese tourism industries, particularly the tourism industry in Da Nang, to help enhance and improve tourism development policies. Furthermore, some suggestions are put forward with the hope of attracting more tourists to visit Da Nang and boosting the local economy. These research findings will also provide valuable references and suggestions for future studies.

摘要 i
Abstract ii
誌謝 iii
目錄 iv
表目錄 vii
圖目錄 ix
第一章 緒論 1
1.1 研究背景與動機 1
1.1.1 越南旅遊業的發展 1
1.1.2 台灣遊客赴越南旅遊的現狀 3
1.2 研究目的 5
1.3 研究流程 6
第二章 文獻探討 7
2.1 越南-峴港之簡介 7
2.1.1 越南-峴港旅遊的景點與飲食 8
2.1.2 峴港的旅遊發展情況 13
2.2 旅遊動機 14
2.2.1 旅遊動機之定義 14
2.2.2 旅遊動機之衡量構面 17
2.3 目的地意象 19
2.3.1 目的地意象之定義 19
2.3.2 目的地意象之衡量構面 21
2.4 重遊意願 23
2.4.1 重遊意願之定義 23
2.4.2 重遊意願衡量構面 25
2.5 旅遊動機與目的地意象對重遊意願之影響 26
2.5.1 旅遊動機與重遊意願之間的影響 26
2.5.2 目的地意象與重遊意願之間的影響 27
第三章 研究方法 29
3.1 研究架構與架設 29
3.1.1 研究架構 29
3.1.2 研究假設 30
3.2 研究對象與抽樣方法 30
3.3 研究方法問卷設計 30
第四章 研究結果 34
4.1 遊客背景的資料分析 34
4.2 描述性統計分析 37
4.2.1 旅遊動機之描述性統計 37
4.2.2 目的地意象之描述性統計 38
4.2.3 重遊意願之描述性統計 39
4.3 各構面之信度與因素分析 40
4.3.1 各構面之信度分析 40
4.3.2 旅遊動機之因素分析 40
4.3.3 目的地意象之因素分析 42
4.3.4 重遊意願之因素分析 43
4.4人口統計對各構面之差異分析 44
4.4.1 性別對於各構面之差異分析 44
4.4.2 年齡對於各構面之差異分析 45
4.4.3 職業對各於構面之差異分析 47
4.4.4 每月收入對於各構面之差異分析 49
4.4.5 去過次數對於各構面之差異分析 51
4.5 旅遊動機、目的地意象與重遊意願迴歸分析 52
4.5.1 旅遊動機、目的地意象與重遊意願之相關分析 52
4.5.2 旅遊動機、目的地意象與重遊意願之影響 54
4.6 假設檢驗結果 57
第五章 結論與建議 58
5.1 研究結論與討論 58
5.1.1 峴港光觀的遊客的背景與特徵 58
5.1.2 不同人口統計變項對旅遊動機與目的地意象之差異 59
5.1.3 旅遊動機與目的地意象對重遊意願之影響 59
5.2 研究的建議 60
5.3 研究限制與後續之建議 61
參考文獻 62
一、中文文獻 62
二、英文文獻 64
三、網路資料 71
附錄一、正式問卷 72

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三、網路資料
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3.T.LINH. (2023, September 7). Việt Nam được vinh danh là “Điểm đến hàng đầu châu Á.”. 取自: https://nhandan.vn/viet-nam-duoc-vinh-danh-la-diem-den-hang-dau-chau-a-post771234.html
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5.Waquar Habib, & Waquar Habib. (2023b, November 3). These 3 Vietnamese cities are digital nomad hotspots. Outlook Traveller.
6.中華民國統計資訊網：https://www.stat.gov.tw/
取自: https://www.outlooktraveller.com/destinations/international/up-and-coming-vietnamese-cities-for-digital-nomads
7.越南國家旅遊局: https://thongke.tourism.vn/