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研究生:葉偉霖
研究生(外文):Yap, Wai- Lim
論文名稱:影視旅遊據點之旅遊動機、目的地意象與旅遊體驗之研究
論文名稱(外文):A Study of Travel Motivation, Destination Image, and Travel Experiences at the Film Tourism Destination
指導教授:柯嘉鈞柯嘉鈞引用關係
指導教授(外文):Ko, Chia-Chun
口試委員:郭彰仁蕭登元
口試委員(外文):Kuo, Chang-ZenHsiao, Teng-Yuan
口試日期:2016-05-06
學位類別:碩士
校院名稱:國立高雄餐旅大學
系所名稱:運輸與休閒服務規劃碩士學位學程
學門:民生學門
學類:觀光休閒學類
論文種類:學術論文
論文出版年:2016
畢業學年度:104
語文別:中文
論文頁數:125
中文關鍵詞:影視旅遊旅遊動機目的地意象旅遊體驗
外文關鍵詞:Film tourismTravel motivationDestination imagesTravel experience
相關次數:
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  • 下載下載:67
  • 收藏至我的研究室書目清單書目收藏:4
  影視旅遊是一個較新的旅遊研究議題,但是透過電影造成熱潮的持續性,亦或者當
影視熱潮過後當地是否能具有持續推動觀光發展的能力則在目前是較少深入地探討,因
而形成本研究動機。本研究針對曾經帶來極大的影視旅遊觀光效益之據點作為研究調查
場域,以瞭解熱潮過後到訪遊客的相關屬性。本研究以赴「海角七號」各拍攝場景之旅
客為研究對象,藉由其旅遊動機的探討瞭解該地是否仍具有影視旅遊吸引力,並且瞭解
與比較影視及非影視遊客之旅遊動機、目的地意象與旅遊體驗三個變項之間的關係。本
研究採問卷調查法,並以便利抽樣的方式進行調查,共取得400 份有效問卷。所得資料
以描述性統計、因素分析及集群分析等統計方法進行資料處理。研究結果顯示:不同旅
遊動機類型的旅客對目的地意象有明顯差異;不同旅遊動機類型的旅客對旅遊體驗明顯
差異;旅客的目的地意象與旅遊動機有顯著相關。研究結果建議:以影視據點為吸引點,
維護或強化當地特有的目的地意象,使旅客造訪更多的地方;為了達到永續經營,須對
在地文化或特色的天然資源作重點經營,以便在風潮退去之後,能夠轉型地開發出不同
的旅遊配套,以吸引不同類型的旅客;同時提升在地風情、文化或自然資源的印象,把
原是影視旅遊型的旅客轉變為當地的潛在型旅客,提高重遊該地的意願。
Film tourism is a relatively new topic of tourism research, but lacking of research about
continuity of film tourism or ability of continue to promote tourism development. This situation
of lacking related information motivates the initiation of this research. Therefore this study
focus on where has brought a great benefits of film tourism as a research field, and analysis
tourists's related attributes.
A facilitate sampling questionnaire was selected to be the research method. Traveler visiting
scenic spot relating to the scenes in the movie “Cape No. 7” are chosed as objective sample in
this research, and discuss the place whether still having film tourism attraction by understanding
the passenger's travel motivations. This study focuses on the interrelations among travel
motivation, destination images and travel experience. The size of valid samples is 400, the data
were analysed by Descriptive Statistics, Factor Analysis, Cluster Analysis, One-way ANOVA.
The result show that group of motivation is significant to destination images; group of
motivation is significant to travel experiences; there existed significantly relationship between
destination images and travel experiences.
According to the result of this study, it is suggested that using scenic spot relating to the
scenes in the movie as attractive destination, maintain or intensify the unique local destination
image, attracting tourists to visit more places. Focus on improve and management of local
customs, natural resources or cultural, can transform the film’s traveler to the different type of
visitors and develop different tour packages, so that. Increase revisiting willingness of traveler.
Set up stills, distinctive props, explanatory signs, etc., allow visitors more easily to connect with
the movie’s content, plot, character, life style and context, etc, can increase pleasure or sense of
wonder of visitors when they are travelling, thus improve the experience satisfaction of visitor.
摘要 ................................................................................................................. iii
ABSTRACT .................................................................................................... iv
目錄 .................................................................................................................. vi
表目錄 .............................................................................................................. viii
圖目錄 .............................................................................................................. x
第壹章、 緒論 ................................................................................................. 1
第一節 研究背景與動機 ................................................................................. 1
第二節 研究目的 ............................................................................................. 3
第三節 研究流程 ............................................................................................. 4
第貳章、 文獻回顧 ......................................................................................... 5
第一節 影視旅遊 ............................................................................................. 5
第二節 旅遊動機 ............................................................................................. 19
第三節 目的地意象 ......................................................................................... 29
第四節 旅遊體驗 ............................................................................................. 43
第參章、 研究方法 ......................................................................................... 50
第一節 研究架構與假設 ................................................................................. 50
第二節 研究設計 ............................................................................................. 51
第三節 問卷設計 ............................................................................................. 52
第五節 資料分析與方法 ................................................................................. 57
第肆章、 研究結果與討論 ............................................................................. 60
第一節 影視觀光客之分析 ............................................................................. 60
第二節 各構面之因素分析及信度分析 ......................................................... 64
第三節 旅遊動機之集群分析 ......................................................................... 76
第四節 旅遊動機、目的地意象與旅遊體驗 之差異分析 ............................ 77
第五節 目的地意象與旅遊體驗之相關分析 ................................................. 86
第六節 綜合討論 ............................................................................................. 87
第七節 研究假設驗證結果 ........................................................................... . 90
第伍章、 結論與建議 ......................................................................... ........... 91
第一節 結論 ....................................................................... ............................. 91
第二節 建議 ....................................... ............................................................. 95
第三節 研究限制 ............................................................................................. 97
第四節 後續研究建議 ..................................................................................... 97
參考文獻 .......................................................................................................... 98
附錄 ......................................................................................................... ........ 113
正式問卷 ................................................................................. ........................ 113
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