臺灣博碩士論文加值系統

摘要
遊客在體驗過程中往往會有許多不同的感受，而在體驗的過後將會產生體驗效果，且會因本身的文化差異性而影響之後的體驗效果。本研究主要目的在探討遊客體驗、體驗效果、並透過「個人主義」來探討遊客本身之文化差異性是否會影響體驗之效果。抽樣方法採便利抽樣，並使用現場攔截法；調查對象為18歲以上，且在陽明山國家公園或法國Morvna自然公園造訪後的遊客，各別發放500份，共計發放1000份問卷，有效問卷為790份，問卷回收率為79%。研究結果顯示遊客文化差異性對於體驗對體驗效果有干擾效果，且沉浸體驗較吸收體驗易受到文化差異性之干擾；法國文化(相對高個人主義/低系絡)對於被動性沉浸體驗與體驗效果有較顯著影響；台灣文化(相對低個人主義/高系絡)對主動性沉浸體驗與體驗效果有較顯著影響。透過上述分析結果期望能提供學術界以及產業界與在個人主義上有文化差異性之國家提供做為推廣都市生態旅遊之參考依據。
關鍵詞：遊客體驗、體驗效果、都市生態旅遊地、社會層次個人主義

We draw theoretical support from the concept of customer participation and the the theory of customer service system theory to investigate the moderating effects of the preference-related cultural value/tendency, that is, individualism and context, on the relationships between tourist experiential components and outcomes (i.e., pleasure, memorability, perceived quality, and satisfaction). The responses of 790 visitors to the Yangmingshan National Park, Taiwan and Morvan Nature Park, France indicate that cultural value/tendency is a stronger moderator to the effects of immersion experiences—that is, escapism and esthetics than to the effects of absorption experiences—that is, education and entertainment. Moreover, individualism/context appears to weaken the effects of escapism (an actively participative experience) and reinforce the effects of esthetics (a passively participative experience).Our study contributes more evidence to current insights into the importance of tourists’ participation and individualism/context in making tourist experiences meaningful.

Keywords: Tourist experience, Effect of experience, City Eco-tourism place,Sociental Individualism

頁次
第一章 緒論 ………………………………………….. 1
第一節 研究背景與動機 …………………………… 1
第二節 研究目的 …………………………………… 4
第三節 研究流程 …………………………………… 5
第二章 文獻探討 …………………………………….. 7
第一節 旅遊體驗 …………………………………… 7
第二節 體驗效果 …………………………………… 13
第三節 都市生態旅遊地…………………………….. 19
第四節 社會層次個人主義 ………………………... 22
第五節 各變項之關係與假說推導 ………………… 28
第三章 研究方法 …………………………………….. 35
第一節 研究架構 …………………………………… 35
第二節 研究假說 …………………………………… 36
第三節 題項發展 …………………………………… 37
第四節 研究範圍、對象與抽樣方法 ……………… 40
第五節 統計方法 …………………………………… 42
第四章 研究結果 …………………………………….. 44
第一節 樣本結構與描述性統計…………………….. 44
第二節 信度與效度分析……………………………... 53
第三節 相關分析 …………………………………… 75
第四節 研究假說檢定………………………………... 78
第五章 結論與建議………………………………….... 95
第一節 對學術的貢獻………………………………... 95
第二節 實務建議……………………………………... 98
第三節 研究限制與後續之建議……………………... 100
參考文獻 ……………………………………………….. 101
中文 …………………………………………………… 101
英文 …………………………………………………… 102
附錄一、正式問卷 …………………………………………
中文 …………………………………………………… 115
英文 …………………………………………………… 116

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