臺灣博碩士論文加值系統

推-拉動機理論是檢測遊客行為的一種簡單有效的方法。推力動機因素與遊客決定「是否要旅行」有關，拉力動機因素會影響遊客選擇「到哪裡旅行」。本研究探討造訪國家公園的遊客之推力拉力動機因素，以及其動機因素是否因遊客的人口統計變數和旅遊特性的不同而所有差異。研究採問卷調查法，調查地點為臺灣重要旅遊景點-太魯閣國家公園，對象為造訪太魯閣之遊客。
研究結果發現遊客平均推力動機以「盡可能到處看看」、「玩的開心/娛樂」為最高，拉力動機以「傑出的風景」、「自然地型景觀（例、峽谷）」為最高，在動機相互關係方面，因素分析結果發現六個推力動機因素與五個拉力動機因素，每個推力動機因素皆與每個拉力動機因素有顯著相關。在人口屬性方面，不同性別、年齡、婚姻狀況、教育水準以及職業的遊客，其動機有顯著差異，但不同居住地的遊客在推拉動機因素上皆無顯著差異。旅遊特性部分則分為旅遊類型及旅遊經驗，研究結果顯示旅遊特性僅影響拉力動機；旅遊經驗對推力拉力動機皆會造成影響。本研究結果對遊客推拉動機因素有更深一層瞭解，可提供管理者參考。

Push-pull motivational framework provides a simple approach for explaining the motivations underlying tourist behavior. Push factors have significant influence on tourists’ decision on “whether to travel or not”, whereas pull factors are related to tourists’ preference of “where to go”. The research try to examine push and pull factors of tourists visiting national parks, and to understand the relationship between push-pull factors and visitors’ demographic characteristics, and their travel characteristics. Questionnaire survey was used to collect data, and Taroko national park, one of the most popular tourist attractions in Taiwan, was selected for the survey.
The survey finds that “seeing as much as possible” and “having fun/being entertained” were the most important push factors, and “outstanding scenery” and “physical features (ex. gorge)” were the main pull factors for the respondents visiting Taroko. Furthermore, the factor analysis reveals 6 push and 5 pull factors, and the further analysis finds that push factors were significantly related to pull factor. In terms of demographic characteristics, tourists’ motivations were differentiated from gender, age, education and occupation. The other side, travel characteristics, including travel style and travel experience, also had significant influence on travel motivations. Travel style had only significant influence on pull factors and travel experience had both significant influence on push and pull factors. The results provide useful implications for park managers and researchers to understand the insight meaning about tourists’ push and pull factors.

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　　研究背景與動機．．．．．．．．．．．． 1
　　第二節　　研究問題與目的．．．．．．．．．．．． 3
　　第三節　　研究範圍與對象．．．．．．．．．．．． 7
　　第四節　　研究流程．．．．．．．．．．．．．．． 7
第二章　　文獻回顧．．．．．．．．．．．．．．．．． 10
　　第一節　　旅遊動機．．．．．．．．．．．．．．． 10
　　第二節　　推拉動機理論與相關研究．．．．．．．． 18
　　第三節　　旅遊特性相關研究．．．．．．．．．．． 30
第三章　　研究設計．．．．．．．．．．．．．．．．． 35
　　第一節　　研究架構．．．．．．．．．．．．．．． 35
　　第二節　　研究變數之操作型定義．．．．．．．．． 35
　　第三節　　研究假設．．．．．．．．．．．．．．． 36
　　第四節　　問卷設計．．．．．．．．．．．．．．． 38
　　第五節　　抽樣設計．．．．．．．．．．．．．．． 42
　　第六節　　分析方式與方法．．．．．．．．．．．． 42
　　第七節　　預試結果．．．．．．．．．．．．．．． 44
第四章　　研究結果與分析．．．．．．．．．．．．．． 49
　　第一節　　受訪者基本資料分析．．．．．．．．．． 49
第二節　　動機敘述性統計與因素分析．．．．．．． 50
　　第三節　　人口屬性與推力拉力動機因素．．．．．． 58
　　第四節　　旅遊特性與推力拉力動機因素．．．．．． 65
　　第五節　　推力拉力動機因素相關分析．．．．．．． 69
第五章　　結論與建議．．．．．．．．．．．．．．．． 72
　　第一節　　結論．．．．．．．．．．．．．．．．． 72
　　第二節　　建議．．．．．．．．．．．．．．．．． 76
參考文獻．．．．．．．．．．．．．．．．．．．．．． 79
附錄Ａ　　預試問卷．．．．．．．．．．．．．．．．． 87
附錄Ｂ　　正式問卷．．．．．．．．．．．．．．．．． 91

一、中文部分
Goeldner, C. R. & Ritchie, B., J.R. ( 2005)，觀光學總論(吳英偉，陳慧玲譯)，台北：桂魯有限公司，182-194，(原文於2003出版)。

Page, S. J., Brunt, P., Busby, G., & Connell, J. (2004)，現代觀光-綜合論述與分析(尹駿，章澤儀譯)，台北：鼎茂，83-100，(原文於2001年出版)。

內政部營建署(1972)，國家公園法。

朱佩瑩(2001)，遊客從事鄈野觀光之動機、期望與滿意度研究-以新竹為例，世新大學觀光事業學研究所未出版論文。

吳忠宏，黃宗成，邱廷亮(2004)，玉山國家公園遊客旅遊動機、期望、體驗、滿意度與重遊意願之研究，國家公園學報，14(2)，23-41。

吳明隆(2003)，SPSS統計應用實務，台北：松崗。

吳進書(1992)，世界遺產潛力點太魯閣國家公園，花蓮縣文化局，28-61。

李朝盛，叢培芝(1996)，陽明山國家公園遊客行為及遊憩型態發展之研究，內政部營建署陽明山國家公園管理處委託研究報告。

沈松茂(1996)，觀光心理學，台北：中國餐飲學會，30-60。

林永鏗(2004)，太魯閣國家公園遊憩資源發展之研究，國立東華大學公共行政研究所未出版論文。

林晏州(2004)，太魯閣國家公園峽谷段遊憩環境衝擊之研究與遊客調查分析，內政部營建署太魯閣國家公園管理處委託研究報告。

張松禮(1968)，動機心理學，台北：臺灣中華書局。

張愛卿(2002)，動機論－邁向21世紀的動機心理學研究，中國：華中師範大學出版社。

許立群(2007)，東台灣太魯閣國家風景區遊憩動機與遊憩滿意之研究-採重要表現程度分析法之應用，遠東學報，24(1)。

陳景堂(2002)，統計分析：SPSS for Windows入門與應用，台北：儒林。

曾柏瑋，林晏州，黃文卿(2004)，太魯閣國家公園遊客之步道選擇行為，國家公園學報，14(2)，1-21。

黃文卿(2003)，太魯閣國家公園布洛灣遊憩區之使用後評估，內政部自行研究報告。
謝淑芬(1994)，觀光心理學，台北：五南圖書出版有限公司，151-174。

顏家芝(2004)太魯閣國家公園合歡山地區生態遊憩環境衝擊之研究與遊客調查分析，內政部營建署太魯閣國家公園管理處委託研究報告。

魏宏晉(1992)，台灣的國家公園，台北：遠足文化事業有限公司，68-93。

關羽彤(2005)，太魯閣國家公園旅客旅遊滿意度之研究，中華大學科技管理研究所未出版論文。
二、英文部分
Awaritefe, O. D. (2004). Motivation and other condiserations in tourist destination choice: A case study of Nigeria. Tourism Geographies, 6(3), 303-330.

Balaz, V., & Mitsutake, M. (1998). Japanese tourists in transition countries of Central Europe: Present behaviour and future trends. Tourism management, 19(5), 433-443.

Baloglu, S., & Uysal, M. (1996). Market segments of push and pull motivations: A canonical correlation approach. International Journal of contemporary Hospitality, 8(3), 32-38.
Cha, S., McCleary, K., & Uysal, M. (1995). Travel motivations of Japanese overseas travelers: A factor-cluster segmentation ap-proach. Journal of Travel Research, 34(2), 33-39.

Crompton, J. L. (1979). Motivations for pleasure vacation.Annals of Tourism Research, 6(4), 408-424.

Cooper C., Fletcher, J., Wanhill, S., Gilbert, D., & Sherpherd, R. (1998). Tourism principles and practice (2nd ed.). New York: Addison Wesley Longman, 32-33.

Dann, G. M. S. (1977). Anomie, ego-enhancement and tourism. An-nals of Tourism Research, 4(4), 184-194.

Dann, G. M. S. (1981). Tourist motivation an appraisal. Annals of Tourism research, 8(2), 187-219.

Fakeye, P. C., & Crompton, J. L. (1991). Image differences between prospective, first time, and repeat visitors tothe Lower Rio Grande Valley. Journal of TourismStudies, 30(2), 10-16.

Gitelson, R. J., & Crompton, J. L. (1984). Insights into the repeat va-cation phenomenon. Annals of TourismResearch, 11(2), 199-217.

Goossens C. (2000). Tourism information and pleasure motivation. Annals of Tourism Research, 27(2), 301-321.
Hanqin, Z. Q., & Lam, T. (1999). An analysis of mainland Chinese visitors’ motivations to visit Hong Kong. Tourism Management, 20(5), 587-594.

Hwang, S. N., Lee, C., & Chen, H. J. (2005). The relationship among tourists’ involvement, place attachment and interpretation satis-faction in Taiwan’s national parks. Tourism Management, 26(2), 143-156.

Hiseh, S., O’Leary, J., & Morrison, A.M. (1994). A comparison of package and non-package travelers from the United Kingdom. Journal of International Consumer Marketing, 6(3), 79-100.

Hyde, K. F., & Lawson, R. (2003). The nature of independent travel. Journal of Travel Research, 42(1), 13-23.

Iso-Ahola, S. E. (1982). Toward a social psychological theory of tour-ism motivation: A rejoinder. Annals of Tourism Research, 9(2), 256-262.

Jang, S. C., & Cai, L. A. (2002). Travel motivations and destination choice: A study of British outbound market. Journal of Travel & Tourism Marketing, 13(3), 111-133.

Kim, S. S., Lee, C. K., & Klenosky, D. B. (2003). The influence of push and pull factors at Korean national parks. Tourism Management, 24(2), 169-180.
Kim, S. S., & Prideaux, B. (2005). Marketing implications arising from a comparative study of international pleasure tourist moti-vations and other travel-related characteristics of visitors to Ko-rea. Tourism Management, 26(3), 347-357.

Klenosky, D. B. (2002). The “Pull” factor of tourism destinations: A means-end investigation. Journal of Travel Research, 40(4), 385-395.

Kozak, M. (2001). Comparative assessment of tourist satisfaction with destinations across two nationalities. Tourism Management, 22(4), 391-401.

Kozak, M. (2002). Comparative analysis of tourist motivations by na-tionality and destinations. Tourism Management, 23(3), 221-232.

Lau, L. S., & Mckercher, B. (2004). Exploration versus acquisition: A comparison of first-time and repeat visitors. Journal of Travel Research, 42(3), 279-285.

Loker-Murphy, L. (1996). Backpackersin Australia: A motiva-tion-based segmentation study. Journal of Travel and Tourism Marketing, 5(4), 23-45.

McKercher, B., & Wong, Y. Y. (2004). Understanding tourism behav-ior: Examining the combined effects of prior visitation history and destination status. Journal of Travel Research, 43(2), 171-179.

Ngamsom, B. (2001). The impacts of a bundle of travel determinants on repeat visitation: An exploratory study of tourism in Thai-land. Unpublished of doctoral dissertation, Oklahoma state uni-versity, U.S.A, 108-143.

Oh, H. C., Uysal, M., & Weaver, P. A. (1995). Product bundles and market segments based on travel motivations: A canonical cor-relation approach. International Journal Hospitality Manage-ment, 14(2), 123-137.

Oppermann M. (1997). First-time and repeat visitors to New Zealand. Tourism Management, 18(3), 177-181.

Pyo, S., Mihalik, B. J., & Uysal, M. (1989). Attraction attributes and motivations: A canonical correlation analysis. Annals of Tourism research, 16(2), 277-282.

Tiefenbacher, J. P., Day, F. A., & Walton, J. A. (2000). Attributes of repeat visitors to small tourist-oriented communities. The Social Science Journal, 37(2), 299-308.

Turnbull, D. R., & Uysal, M. (1995). An exploratory of German visi-tors to the Caribbean: Push and pull motivations. Journal of Travel & Tourism Marketing, 4(2), 85-92.
Uysal, M., & Jurowski, C. (1994). Testing the push and pull factors. Annals of Tourism Research, 21(4), 844-846.

Uysal, M., McDonald, M., & Martin (1994). Australian visitors to US national parks and national area. International Journal of Con-temporary Hospitality Management, 6(3), 18-24.

Wang, D. G. (2004). Tourist behaviour and repeat visitation to Hong Kong. Tourism Geographics, 6(1), 99-118.

Wolfe, K. L. (2002). Investigating seeking and escaping aspects of tourists’ motivations and specific barriers of travel: a study of two national park sites. Unpublished doctoral dissertation, Kansas state University, U.S.A.

Yoon, Y., & Uysal, M. (2005). An examination of the effects of moti-vation and satisfaction on destination loyalty: A structural model. Tourism Management, 26(1), 45-56.

Yuan, S., & McDonald, C. (1990). Motivationla determinates of in-ternational pleasure time. Journal of Tourism Research, 29(1), 42-44.