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系統識別號 U0026-0801202020352800
論文名稱(中文) 探討文化旅遊中互動式服務對重遊意圖之影響: 關於文化豐富性的調節作用
論文名稱(英文) Exploring the Effects of Interactive Service on Return Intention in Cultural Tourism: Moderating Effects of Cultural Richness
校院名稱 成功大學
系所名稱(中) 創意產業設計研究所
系所名稱(英) Institute of Creative Industries Design
學年度 108
學期 1
出版年 109
研究生(中文) 謝家蓁
研究生(英文) Thi Dao TA
學號 PA8027051
學位類別 博士
語文別 英文
論文頁數 155頁
口試委員 指導教授-楊佳翰
指導教授-林清河
召集委員-劉世南
口試委員-賴賢哲
口試委員-林英星
中文關鍵字 none 
英文關鍵字 Cultural tourist  Cultural Richness  Models of Decision Making  Goal Directed Model  Interactive Service  Behavior Intention. 
學科別分類
中文摘要 越南是一個具有長遠歷史和文化價值潛力的國家,這些文化豐富性在越南的文化旅遊業中發揮著重要影響力。原因是由於越南共有60多個民族,這些民族千百年來均形成多種不同的文化生活方式、習俗與傳統。文化旅遊業是可成為重要收入來源的產業,可為社區在地居民創造就業機會並帶來穩定收入,在地社區可提供包括遊覽指南、銷售食品、提供祭祀供品、紀念品設計、地方傳統節慶活動、提供運輸服務等文化活動。然而,與寮國、柬埔寨等鄰國相比,越南旅遊的遊客再訪率相對非常低。本研究係以目標導向模型為理論視角、並採文化豐富性為調節變數,旨在探討孔廟與會安古鎮兩大越南文化旅遊地點的遊客再訪率,並採質化量化混合研究方法來回答以下兩個研究問題:“在目標導向模型下互動服務如何影響遊客的再訪意願?”和“地方政府與旅遊服務提供者如何改善旅遊服務品質以提升遊客再訪率”。研究結果將可為越南當地政府與旅遊業者提供理論與產業應用意義。
英文摘要 Viet Nam is a country with a huge potential of spiritual and cultural values which play key roles in tourism sector. It is because Vietnam has more than 60 folks that hold a diversity of ways of living, lifestyles, customs and traditions, that have been being shaped and developed along the country for thousands and thousands of years. Tourism, especial cultural tourism, is a sector that can become an important source of revenue since it creates jobs for people resulting in stable incomes for local residents in the communities. There are many ways for residents in the communities to take part in activities of tourism including becoming tour-guides, selling food and beverages, providing worship offerings, souvenirs, local and traditional products, providing transportation services, etc. Despite this facts, rate of tourist re-visitation is very low in comparison with Vietnam’s neighbors including Laos, Cambodia. Applying on the Theory of Goal Directed Model as a base theory and Cultural Richness as a moderator, this study is designed to investigate the tourist perceptions of two cultural destinations in Vietnam which are Confucius Temple and Hoi An ancient Town. Mixed method research is adopted to answer the two research questions “To what extend interactive services affect tourists’ intention to return using goal directed model?” and “How local government and tourism service providers can improve the quality of tourism services in order to gain higher return rate?” The findings of this study provide theoretical implications as well as practical implications for both local government and tourism providers in Vietnam.
論文目次 ABSTRACT I
摘要 III
ACKNOWLEDGEMENTS IV
TABLE OF CONTENTS V
LIST OF TABLES IX
LIST OF FIGURES XI
CHAPTER ONE INTRODUCTION 1
1.1 Research Background and Motivation. 1
1.1.1 General Information about Tourism Industry. 1
1.1.2. Tourism Industry in Vietnam and its Neighbors 2
1.1.3. Return Intentions and its Importance. 4
1.1.4. Return Intention in Cultural Tourism 5
1.1.5. Interactive services and its importance. 7
1.1.6. Cultural richness and its importance 8
1.1.7 Theory of Goal Directed Model and its Relevance to the Research 11
1.2 Research Objectives and Contributions. 12
1.3 The Flow of the Current Research. 14
1.4 The Structure of the Current Research. 14
CHAPTER TWO LITERATURE REVIEW 16
2.1 Theoretical Background 16
2.1.1 The Theory of Reasoned Action 16
2.1.2 The theory of Planned Behavior 17
2.1.3 The MGB - Model of Goal Directed Behavior 20
2.1.4 Cultural Tourism and The Model of Goal Directed Behavior (MGB) 24
2.2 Concepts of Research Constructs 27
2.2.1 Cultural Tourism 27
2.2.2 Interactive Services 36
2.2.3 The Theory of Goal Directed Model 39
2.2.4 Return Intention 43
2.3 Hypothesis Development. 44
2.3.1 Interactive Services, Attitude, and Anticipated Emotion 44
2.3.2 Tourist Attitude, Anticipated Emotion and Desire 47
2.3.3 Subjective Norm and Desire 50
2.3.4 Perceived Behavioral Control, Desire and Return Intention 51
2.3.5 Desire and Return Intention 52
2.3.6 Moderating Effects and Interaction Effects of Cultural Richness 53
2.4 Proposed Conceptual Model 56
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 57
3.1 Experiment Design and Procedure 57
3.2 Construct Measurement 59
3.2.1 Measurements of Interactive Service 60
3.2.2 Measurements of Attitude 61
3.2.3 Measurements of Anticipated Emotion 62
3.2.3 Measurement of Perceived Behavioral Control 63
3.2.4 Measurement of Subjective Norms 63
3.2.5 Measurement of Desire 64
3.2.6 Measurement of Return Intention 64
3.2.7 Measurement of Cultural Richness 65
3.2.8 Control Variables 65
3.3 Experiment - Manipulation Check 66
3.4 Data Analysis Procedures 67
3.4.1 Descriptive Statistical Analysis 67
3.4.2 Analysis of Variance (ANOVA) 67
3.4.3 Factor Analysis and Reliability Test 67
3.4.4 Confirmatory factor analysis (CFA) and Regression Analysis 68
3.4.5 Sampling Plan 69
CHAPTER FOUR RESEARCH RESULTS 71
4.1 Pretest. 71
4.2. Demographics and random assignment results 73
4.3 Descriptive statistics, factor analysis, and manipulation check 74
4.3.1 Descriptive statistics 74
4.3.2 Confirmatory factor analysis 77
4.3.3 Manipulation check 80
4.4 Main effects, interaction effects, moderating effects, and control variables 83
4.4.1 Main effects 83
4.4.2 Moderating and Interaction Effects 87
4.4.3 Control Variables 92
CHAPTER FIVE CONCLUSION AND SUGGESTIONS 96
5.1 Discussion and Implication 96
5.2 Limitation, Directions for Future Research and Conclusion 106
REFERENCES 109
APPENDICES 125
Appendix I: The two investigated sites 125
Appendix Ia Temple of Literature 125
Appendix Ib Hoi An Ancient Town 128
Appendix II Questionaire 129
Appendix IIIa Interviews with Tourists 134
Appendix IIIb Interviews with Service Providers 141
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