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系統識別號 U0026-0812200911302905
論文名稱(中文) 目的地意象、知覺價值 與遊後行為意圖關係之研究
論文名稱(英文) Destination image, perceived value, and after-purchase behavior intention: inter-relationship
校院名稱 成功大學
系所名稱(中) 交通管理學系碩博士班
系所名稱(英) Department of Transportation & Communication Management Science
學年度 93
學期 2
出版年 94
研究生(中文) 魏鼎耀
研究生(英文) Ting-yao Wei
學號 R5692123
學位類別 碩士
語文別 中文
論文頁數 71頁
口試委員 口試委員-呂錦山
口試委員-林佐鼎
指導教授-陳勁甫
口試委員-李奇勳
中文關鍵字 遊後行為意圖  目的地意象  知覺價值  旅遊品質  滿意度 
英文關鍵字 Destination image  after-purchase behavior intention  satisfaction  trip quality  perceived value 
學科別分類
中文摘要   近年來觀光產業的快速發展,各相關業者面臨激烈的競爭,目的地行銷的概念也因應而生。不同於以往目的地中各產業單打獨鬥的情況,未來將走向以整個目的地利益最大化,觀光開發所帶來地區衝擊最小化為主要的目標,開始以整合性的觀點推動觀光行銷策略。良好目的地意象的建立是目的地行銷中重要的概念,因為好的目的地意象可帶給遊客深遠的影響,不論是在目的地選擇前,遊憩中,遊憩後之評估,意象都會持續存在且持續影響。另外如同一般行銷文獻中對顧客滿意度與購後行為意圖的研究,觀光旅遊業也必須探討影響遊客滿意與遊後行為意圖的主要因素。過去研究中多將旅遊品質視作主要影響因子,但知覺價值也應該在影響遊客滿意度與忠誠度中扮演著很重要的角色。故本研究將以目的地意象對旅遊品質、知覺價值、滿意度、遊後行為意圖的影響,以及旅遊品質、知覺價值影響滿意度與遊後行為意圖的程度,進行深入的探討。

  本研究以「墾丁」做為本研究之目的地,以墾丁地區遊客做為抽樣對象,利用線性結構模式做為資料分析方法,所得主要結果為(1)目的地意象對旅遊品質、遊後行為意圖有直接正面的影響(2)影響遊後行為意圖最重要的因素是滿意度(3)知覺價值對滿意度與遊後行為意圖有直接的影響,旅遊品質則無,知覺價值為較重要的影響因子。

  本研究對目的地業者的建議如下(1)應藉由各種資訊建立良好的遊前目的地意象(2)目的地擬定行銷策略時應以思考如何提升知覺價值為主要準則(3)降低遊客接受產品或服務時所需付出的代價,或者相對應的提升知覺品質,皆可有效提升知覺價值。

英文摘要  Tourism industry grows very fast in recently years, every relative industry proprietor all face a keen competition. The conception of destination marketing is become importance for this reason. Different from the past situation of planning and implementing marketing strategy singly, the maximization of whole destination benefit and minimum of effect from tourism development will become a main trend. Tourism marketing strategy will try to carry out by an overall viewpoint. The construction of good destination image is an important conception in destination marketing. Good destination image will bring a deep and far influence to tourists because the image continuously exists in the pre-destination process, decision processes, and post-purchase evaluation. Like the researches at consumer satisfaction and post-purchase behavior intention in marketing literatures, tourism industry also have to realize the major factors which influence tourist satisfaction and after-purchase behavior intention. In the past, trip quality was usually suggested as the major variable, but perceived value might also be an important variable to affect tourist satisfaction and loyalty. In this research, the effect of destination image on trip quality, perceived-value, satisfaction, and after-purchase behavior intention, the extent that trip quality and perceived-value affect satisfaction and after-purchase behavior intention, will be investigated in depth.
KENTING is the “destination” in this research. Tourists in Kenting are the main survey object. The sample was analyzed by SEM, and the result is (1) Destination image positively and directly influence trip quality and after-purchase behavior intention. (2) The most important variable to influence after-purchase behavior intention is satisfaction. (3) Perceived-value is more important than trip quality on influencing satisfaction and after-purchase behavior intention directly.
Some advices for destination proprietor as follows: (1) Constructing good pre-destination image by any kinds of information resource. (2) Increasing perceived-value should be the principal as planning destination marketing strategy. (3) Perceived-value could be effectively increased by decreasing the sacrifice or increasing the perceived quality when tourists use tourism product or service.
論文目次 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
第二章 文獻回顧 5
第一節 目的地意象(DESTINATION IMAGE)的定義及重要性 5
第二節 旅遊品質(TRIP QUALITY) 8
第三節 知覺價值(PERCEIVED VALUE) 11
第四節 滿意度(SATISFACTION) 12
第五節 行為意圖(BEHAVIORAL INTENTION) 14
第六節 探討變數間之關係 15
第三章 研究方法 22
第一節 研究架構與假設 22
第二節 各變數之衡量問項與問卷設計 23
第三節 界定研究範圍、對象以及抽樣方法 28
第四節 資料分析方法 28
第五節 前測結果 29
第四章 實證分析與結果 30
第一節 基本資料敘述統計分析 30
第二節 目的地意象與服務品質構面粹取 33
第三節 人口統計變數對主要變數之差異分析 37
第四節 效度分析 46
第五節 目的地意象、旅遊品質、知覺價值、滿意度與遊後行為意圖關係模式分析 48
第五章 結論與建議 59
第一節 研究結果 59
第二節 實務上之建議 62
第三節 研究限制以及後續研究建議 64
參考文獻 67
中文部分 67
網站部分 67
英文部分 68

參考文獻 中文部分
1. 王志剛,謝文雀(民84),消費者行為,台北:華泰書局
2. 李貽鴻(民75),觀光行銷學-供給與需求,台北:淑馨出版社
3. 陳順宇(民89),多變量分析,二版,台北:華泰書局
4. 陳運欽(民93),觀光地意象認知與旅遊選擇意願之研究,碩士論文,銘傳大學觀光研究所,台北。
5. 黃芳銘(民91),結構方程模式 理論與應用,初版,五南出版社
6. 劉純(民90),旅遊心理學,台北:揚智文化事業股份有限公司
7. 謝淑芬(民83),觀光心理學,台北:五南圖書出版有限公司

網站部分
1. 交通部觀光局-觀光政策-二十一世紀台灣發展觀光新戰略http://202.39.225.136/auser/b/stratagem/index.htm。
2. 交通部觀光局-觀光政策-年度施政重點。http://202.39.225.136/indexc.asp
3. 交通部觀光局-中華民國九十二年國人旅遊狀況調查http://202.39.225.136/statistics/File/200312/92domestic.htm

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