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頁籤選單縮合
題名 | 太魯閣國家公園遊客旅遊動機、目的地意象之相關研究=The Relationship among Travel Motivation, Destination Image of Taroko Nation Park |
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作者 | 薛宇初; 李明聰; 劉修祥; Hsueh, Yu-chu; Lee, Ming-tsung; Liu, Hsiou-hsiang; |
期刊 | 休閒暨觀光產業研究 |
出版日期 | 20101000 |
卷期 | 5:1/2 2010.10[民99.10] |
頁次 | 頁28-53 |
分類號 | 992.014 |
語文 | chi |
關鍵詞 | 目的地意象; 旅遊動機; 結構方程式; Destination image; Travel motivations; Structure equation models; |
中文摘要 | 太魯閣國家公園一直以來都是國內外旅客造訪景點的首選之一,本研究旨在經由目的地意象之調查以確立太魯閣國家公園之主題意象,並探討初次及重複性遊客在目的地意象、旅遊動機之認知需求,和其對情感及總體意象之相關性是否產生差異。調查首先參考有關目的地意象及旅遊動機等文獻,並依據太魯閣國家公園之資源與特性,建構意象衡量工具及設計問卷,進行實證調查。採非隨機便利抽樣共獲得有效樣本306 份,運用因素分析將其意象萃取為四個因素,並經文獻回顧相關理論後以結構方程式進行分析,研究結果顯示,初次及重複性前往太魯閣國家公園的遊客在目的地意象、旅遊動機之認知需求及對情感意象皆有部分假設達到差異性,亦驗證目的地意象對情感及總體意象有正向相關,並對後續研究提出相關建議,提供管理單位創造國家公園永續經營管理方針之方向。 |
英文摘要 | Taroko National Park has long been the most attractive place to domestic and overseas tourists. The purpose of this study was to segment the target markets using the tourism images for the Taroko National Park. This study based on some literature regarding tourism image and market segmentation, along with the resources and characteristics of Taroko National Park. This study constructs the measurement instruments of travel image and designs the questionnaire accordingly. The survey is undertaken in Taroko National Park with tourist as sample subjects. It is to segment the potential tourist market according to the image of those tourists. Among those surveys, the completed and effective were 320. By conducting factor extraction, the image was extracted into five factors, by using these five image factors working as segmentation variables and conducting cluster analysis, Finally, based on the summary of the study and the description on the characteristics and differences of each segment, practical suggestions of marketing strategy were provided to the related field and tourism industry, and to create Taroko National Park policy of sustainable management. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。