查詢結果分析
來源資料
相關文獻
- The Construction of Tourist Recreational Behavior Patterns: An Empirical Study in Yenshan Leisure Agriculture Area
- 大學生參與生態旅遊行為意向之相關研究
- 民眾現金捐贈行為意向之研究
- 教學介入對高護女生愛滋病預防行為意向之影響研究
- 大學院校學生保險套使用情形及其影響因素--以高雄地區為例
- 脊髓損傷患者對傳統中醫的知識、態度與行為意向之探討
- 護專學生對老人態度、行為意向和影響因素之研究
- 公共衛生基層人員愛滋病教育研習訓練效果評價
- e世代教育體系中科技素養介入之效果
- 護理人員對中醫藥的知識、態度和行為意向
頁籤選單縮合
題 名 | The Construction of Tourist Recreational Behavior Patterns: An Empirical Study in Yenshan Leisure Agriculture Area=遊客遊憩行為模式之建構:以沿山休閒農業區為例 |
---|---|
作 者 | 黃蘭茜; 林豐瑞; 謝國榮; | 書刊名 | 慈惠學報 |
卷 期 | 9 2013.12[民102.12] |
頁 次 | 頁55-68 |
分類號 | 431.2 |
關鍵詞 | 計畫行為理論; 態度; 認知行為控制; 行為意向; 網路行銷; Theory of planned behavior; TPB; Attitude; Perceived behavioral control; Behavioral intentions; Internet marketing; |
語 文 | 英文(English) |
中文摘要 | 本研究主要探討沿山休閒農業區目前的發展情況,並藉由敘述性統計分析方法探討沿山休閒農業區遊客的人口統計特徵及消費行為。本研究以屏東縣沿山休閒農業區遊客為對象,採問卷調查方式收集資料,並以統計軟體SPSS進行資料之分析。研究者主要以平均數差異分析探討不同人口特徵的遊客在態度、認知行為控制、行為意向及網路行銷上之差異情形。最後,本研究擬藉由深度訪談與問卷調查方式所得之資料分析決果,進行沿山休閒農業區之行銷規劃。本研究研界結果顯示沿山休閒農業區遊客性別以女性居多、多數年齡在25歲以下,且職業大多為學生。另外,遊客中以高中職畢業學歷者居多、多居住在南台灣地區,且騎乘機車或單車至沿山休閒農業區。最後,本研究也發現遊客對態度、認知行為控制、行為意向及網路行銷之認知有顯著差異。本研究之研究結果提供作為沿山休閒農業區未來發展之參考,並俱以作為該區永續發展之基礎。 |
英文摘要 | This study aims to explore the general developmental situation of Yenshan leisure agriculture area, and to analyze the demographic characteristics and consumer behaviors of the visitors in Yenshan leisure agriculture area by descriptive statistical analyses. Customers in Yenshan leisure agriculture area of Pingtung County were selected for study. The researchers conducted a survey, and then used SPSS8.0 to execute reliability and validity tests and empirical data analyses. This study adopted the methods of T-test and ANOVA to understand the difference among attitude, perceived behavioral control, behavioral intentions and Internet marketing in demographic characteristics. The further purpose of this study was marketing planning of Yenshan leisure agriculture area by in-depth interviews and statistical analyses from questionnaire data. The results show that most of the tourists in Yenshan leisure agriculture area are women when it comes to ”gender,” and the majority of visitors are aged below 25. In the aspect of occupation, most of the visitors are students. As for educational background, the majority graduate from (vocational) senior high school and university (college). In the aspect of residence, most of them come from southern area of Taiwan. And, about tourists' vehicles, motorcycles and bicycles are mentioned most frequently. In addition, the results of this study find that the tourists have mainly different awareness degree of cognition and behaviors on the factors of attitude, perceived behavioral control, behavioral intentions and Internet marketing. Finally, the findings and contents of interviews are further summarized to make suggestions for the transportation system plan, the design of the marketing activities and the concepts of planning. This study is expected to provide the specific and feasible recommendations for local business to attract more tourists and guarantee the sustainable development of rural tourism in Yenshan leisure agriculture area. |
本系統中英文摘要資訊取自各篇刊載內容。