臺灣博碩士論文加值系統

本研究以國人對溫泉保健旅遊認知、態度與意願為主軸，並以健康生活型態與推拉力動機探討之。研究樣本為702位旅遊至北部陽明山、烏來，中部泰安、南部關子嶺及東部礁溪溫泉區，且年齡滿20歲之台灣遊客。採簡單迴歸分析來檢定國人溫泉保健旅遊認知、態度與意願之關係；並運用複迴歸分析來檢定國人健康生活型態、推力與拉力動機對國人溫泉保健旅遊認知、態度與意願之關係。本研究結果想了解遊客之看法，提供政府或業者等供給面，發展溫泉保健旅遊理論與實質上的建議。
2009年1月31日至4月11日進行正式問卷發放，共發放1200份問卷，有效回收率為58.5%，702份有效問卷透過敘述統計、皮爾森相關分析、單因子變異數分析及迴歸分析進行資料分析。
研究結果顯示：一、國人溫泉保健旅遊認知對其態度有顯著影響；二、國人溫泉保健旅遊態度對其意願有顯著影響；三、健康生活型態對溫泉保健旅遊認知、態度與意願皆無顯著影響；四、國人溫泉保健旅遊之推拉力動機對其認知、態度與意願有顯著影響，因此，本研究提供理論與管理上之意涵。

This study was mainly to investigate the cognition, attitude, and intention of domestic hot spring health traveler and to examine the influences of healthy-living life style and push-pull motivation on the main framework. The research samples consisted of 702 domestic health travelers over 20 years old within the hot spring areas in Yang ming Shan, Wulai in northern Taiwan, Tainan of Miaoli in midland Taiwan, Guan Tzu-Ling of Tainan in southern Taiwan, and Jiaosi of Yilan in eastern Taiwan. Data were analyzed by simple regression analysis to confirm the relationships among cognition, attitude, and intention of domestic hot spring health traveler, as well as multiple-regression-analysis to examine the influences of healthy-living life style and push-pull motivation on cognition, attitude, and intention, respectively. The results of this study attempted to understand the tourist’s viewpoints, to provide theoretical and practical suggestions regarding promoting hot spring healthy travel for supply-side governments and industries.
The study design was based on quantification to survey hot spring healthy travelers. The questionnaire consisted of six parts including cognition, attitude, intention, healthy- living life style, push and pull motivation and demographic data. Of 1,200 questionnaires distributed, 58.5% were usable, resulting in a total of 702 questionnaires were analyzed within the data collection period from January 31th to April 11th, 2009. Data were utilized by Descriptive statistics, one-way ANOVA, Pearson correlation and regression analyses in the study.
The results of this study indicated that 1. the cognition had significant influence on the attitude of domestic health traveler. 2. The attitude had significant influence on the intention of domestic health traveler. 3. Healthy- living life style did not have significant influence on the cognition, attitude, and intention of domestic health traveler, respectively. 4. Push and pull motivation have significant influences on the cognition, attitude, and intention of domestic health traveler, respectively. Theoretical and managerial implications are provided in the study.

中文摘要　．．．．．．．．．．．．．．．．．．．．．．．．．．．iii
英文摘要 ．．．．．．．．．．．．．．．．．．．．．．．．．．． iv
誌謝辭 ．．．．．．．．．．．．．．．．．．．．．．．．．．． vi
內容目錄　．．．．．．．．．．．．．．．．．．．．．．．．．．．vii
表目錄　　．．．．．．．．．．．．．．．．．．．．．．．．．．． ix
圖目錄　　．．．．．．．．．．．．．．．．．．．．．．．．．．． xi
第一章　　緒論．．．．．．．．．．．．．．．．．．．．．．．．． 1
　　第一節　　前言與背景．．．．．．．．．．．．．．．．．．．． 1
　　第二節　　研究動機．．．．．．．．．．．．．．．．．．．．． 4
　　第三節　　研究問題與目的．．．．．．．．．．．．．．．．．． 7
第四節 研究範圍與對象．．．．．．．．．．．．．．．．．． 9
第五節 研究流程．．．．．．．．．．．．．．．．．．．．． 12
第二章　　文獻回顧．．．．．．．．．．．．．．．．．．．．．．． 13
　　第一節　　溫泉．．．．．．．．．．．．．．．．．．．．．．． 13
　　第二節　　保健旅遊．．．．．．．．．．．．．．．．．．．．． 20
　　第三節　　認知．．．．．．．．．．．．．．．．．．．．．．． 24
　　第四節　　態度．．．．．．．．．．．．．．．．．．．．．．． 26
　　第五節　　意願．．．．．．．．．．．．．．．．．．．．．．． 31
　　第六節　　健康生活型態．．．．．．．．．．．．．．．．．．． 33
　　第七節　　動機．．．．．．．．．．．．．．．．．．．．．．． 38
第三章　　研究設計．．．．．．．．．．．．．．．．．．．．．．． 43
　　第一節　　研究架構．．．．．．．．．．．．．．．．．．．．． 43
　　第二節　　研究變數之操作性定義．．．．．．．．．．．．．．． 44
　　第三節　　研究假設．．．．．．．．．．．．．．．．．．．．． 46
第四節 問卷設計．．．．．．．．．．．．．．．．．．．．． 50
　　第五節　　預試問卷分析結果．．．．．．．．．．．．．．．．． 55
第六節 抽樣設計．．．．．．．．．．．．．．．．．．．．． 59
第七節 資料分析方法．．．．．．．．．．．．．．．．．．． 60
第四章　　研究結果與分析．．．．．．．．．．．．．．．．．．．． 62
第一節 受訪者屬性分析．．．．．．．．．．．．．．．．．． 62
第二節 受訪者屬性與認知、態度、意願、健康生活型態、推拉動機之差異
分析．．．．．．．．．．．．．．．．．．．．．．． 66
第三節 研究變數之敘述性統計及信度分析．．．．．．．．．． 73
第四節 健康生活型態、推拉動機、認知、態度與意願之相關關係 83
第五節 健康生活型態與推拉動機對認知、態度與意願之影響．． 84
第五章　　結論與建議．．．．．．．．．．．．．．．．．．．．． 95
第一節 研究結論．．．．．．．．．．．．．．．．．．．． 95
第二節 研究建議．．．．．．．．．．．．．．．．．．．． 98
第三節 研究限制與未來研究方向．．．．．．．．．．．．． 102
參考文獻 ．．．．．．．．．．．．．．．．．．．．．．．．．． 104
附錄A 預試問卷．．．．．．．．．．．．．．．．．．．．．． 133
附錄B　　正試問卷．．．．．．．．．．．．．．．．．．．．．． 139

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