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系統識別號 U0026-0807201622091300
論文名稱(中文) 旅遊動機、知覺風險、目的地意象與旅遊經驗對旅遊意願之影響-以韓國MERS為例
論文名稱(英文) The Impact of Travel Motivation, Perceived Risk, Destination Image and Travel Experience on Travel Intention- A Case of MERS in South Korea
校院名稱 成功大學
系所名稱(中) 交通管理科學系
系所名稱(英) Department of Transportation & Communication Management Science
學年度 104
學期 2
出版年 105
研究生(中文) 楊子瑤
研究生(英文) Tzu-Yao Yang
學號 R56031274
學位類別 碩士
語文別 中文
論文頁數 116頁
口試委員 指導教授-黃國平
口試委員-林佐鼎
口試委員-石豐宇
中文關鍵字 知覺風險  旅遊經驗  紮根理論  結構方程模式分析 
英文關鍵字 perceived risk  travel experience  grounded theory  structural equation modeling  MERS 
學科別分類
中文摘要 2015年六、七月韓國爆發MERS,造成台灣往返韓國班機減班及停飛,因此本研究藉韓國旅遊探討國人的海外旅遊動機、知覺風險、目的地意象、旅遊經驗和旅遊意願之關係。紮根理論之質性研究發現遊客對於前往具有疾病風險的目的地,會先知覺到風險,才有所行動。量性研究針對1,033份問卷進行結構方程模式,發現在一般情況下,遊客的旅遊動機與目的地意象會正向影響旅遊意願,知覺風險則會負向影響旅遊意願,而在疾病情況下之旅遊意願則顯著下降,模式不穩定無法使用過去常用之模型檢驗假設,顯示疾病對於遊客行為會產生改變。
對於無該地旅遊經驗者,在旅遊動機產生後有更強烈的企圖影響其旅遊意願,初訪者與多次到訪者旅遊動機影響旅遊意願之程度無顯著差異。對多次到訪者,不論其對於該地是否具有高度知覺風險,皆不影響其旅遊意願。且隨著旅遊經驗次數增加,目的地意象影響旅遊意願的程度反而減弱。建議風險目的地旅遊管理單位及旅遊業者,疾病爆發時遊客變得更加敏感,旅遊意願降低,業者應對此保有警覺,未來仍可能遇到相關風險事件,業者可以針對不同旅遊經驗遊客分別行銷,如以提供首次出國優惠價格吸引未曾到訪者,分享新興景點相關資訊以增加多次到訪者之新鮮感,並且即時更新風險資訊於相關平台,降低未曾到訪者與初訪者之知覺風險以提升旅遊意願。
英文摘要 This study aims to (1) examine the influence of travel motivation, perceived risk, and destination image with the travel intention, (2) investigate whether travel experience affects the decision-making process and (3) provide empirical suggestions for destination managers and marketers to promote the tourism destination especially in the risky destination. Using grounded theory as a method of producing a questionnaire. By using structural equation modeling (SEM) method, findings revealed that travel motivation and destination image both positively influenced travel intention. Perceived risk had a negative influence on travel intention. If there was a high perceived risk of disease, instead of forgoing traveling completely, travelers would choose to change their travel plans. Interestingly, during times of disease risk, traveling intention significantly decreased and the model became unstable. Additionally, travel experience significantly moderated the relationships between three constructs, namely, travel motivation, perceived risk and destination image, and travel intention. This study divided travelers into three groups. There were different suggestions for destination managers and travel agencies to inexperienced, first-time and experienced travelers. Several managerial implications concerning the management of risk perceptions and the promotion of risky destinations were discussed in this study.
論文目次 目錄 I
表目錄 III
圖目錄 IV
第一章 緒論 1
1.1研究背景 1
1.2研究動機 4
1.3研究目的及範圍 7
1.4研究流程 8
第二章 文獻回顧 10
2.1旅遊動機 10
2.1.1旅遊動機之定義與理論 11
2.1.2旅遊動機之種類 12
2.2知覺風險 14
2.2.1知覺風險之定義 15
2.2.2旅遊知覺風險的重要性 16
2.2.3知覺風險之種類 16
2.3目的地意象 18
2.3.1目的地意象之定義與相關文獻 19
2.4旅遊意願 21
2.5旅遊經驗 21
2.6各構面間的關係 22
2.6.1旅遊動機與旅遊意願間的關係 22
2.6.2知覺風險與旅遊意願間的關係 23
2.6.3目的地意象與旅遊意願間的關係 24
2.6.4旅遊經驗之干擾效果 24
2.7韓國MERS始末 26
第三章 研究設計與方法 30
3.1研究假設與架構 30
3.2質性方法 31
3.2.1資料蒐集-線上訪談法 31
3.2.2資料分析-紮根理論 32
3.3操作型定義與問卷設計 34
3.4量性方法 38
3.4.1資料蒐集-線上問卷調查法 38
3.4.2資料分析-結構方程模式 40
第四章 實證結果 44
4.1質性分析 44
4.1.1受訪者基本資料 44
4.1.2開放編碼 46
4.1.3主軸編碼 51
4.1.4選擇編碼 53
4.1.5質性研究信效度分析與結果 54
4.2敘述性統計分析 57
4.3信度分析與平均數 59
4.4驗證性因素分析 62
4.4.1旅遊動機因素分析 62
4.4.2知覺風險因素分析 63
4.4.3目的地意象因素分析 64
4.4.4旅遊意願因素分析 65
4.4.5收斂效度 66
4.4.6區別效度 66
4.5結構方程式模式分析結果 67
4.5.1結構方程式模式驗證 67
4.5.2研究假設驗證 68
4.6成對樣本t檢定 70
4.7單因子變異數分析 70
4.8干擾效果 73
4.9小結 77
第五章 結論與建議 80
5.1結論 80
5.2應用建議 82
5.3研究限制 84
參考文獻 86
附錄一 前測測試問卷 95
附錄二 正式問卷 100
附錄三 訪談逐字稿I 106
附錄四 訪談逐字稿II 115

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三、網路文獻
Lee, K. Y. (2015, June 8). Just why has MERS spread so quickly in South Korea?韓民族報 The Hankyoreh. Retrieved from http://english.hani.co.kr/arti/english_edition/e_national/694955.html
WHO (2015),網站: http://www.wttc.org/
World Travel & Tourism Council (2015),網站: http://www.wttc.org/
中華民國交通部觀光局(2014),網站:http://admin.taiwan.net.tw/public/public.aspx?no=315
中華民國交通部觀光局(2015),網站:http://admin.taiwan.net.tw/public/public.aspx?no=315
外交部領事事務局(2015),網站:http://www.boca.gov.tw/mp?mp=1
行政院主計總處(2015),網站:http://www.dgbas.gov.tw/mp.asp?mp=1
朝鮮日報網(2015),網站:http://cnnews.chosun.com/
衛生福利部疾病管制署(2015),網站:http://www.cdc.gov.tw/
韓民族日報(2015),網站:http://www.hani.co.kr/
韓國保健福祉部:MERS官方網頁(2015),網站:http://www.mers.go.kr/mers/html/jsp/main.jsp
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