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來源資料
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題名 | 以遊客觀點建構觀光老街關鍵成功因素之研究=The Study of Successful Key Factors from the Point of View of Tourists to Structure the Historical Street |
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作者 | 鍾政偉; 莊雅雯; 洪婕珉; 白雨恬; Chung, Cheng-wei; Chuang, Ya-wen; Hong, Jie-min; Bai, Yu-tian; |
期刊 | 島嶼觀光研究 |
出版日期 | 20120600 |
卷期 | 5:2 2012.06[民101.06] |
頁次 | 頁49-75 |
分類號 | 992.014 |
語文 | chi |
關鍵詞 | 觀光老街; 關鍵成功因素; 場所依戀; 旅遊地意象; 休閒涉入; Tourist old street; Critical success factors; Importance-performance analysis; Place attachment; Destination image; Leisure involvement; |
中文摘要 | 本研究從遊客觀點建構觀光老街所需具備的關鍵成功因素,以達永續經營的發展目標。研究中將休閒涉入與旅遊地意象視為觀光老街的旅遊認知與現地體驗的前置變項;並將場所依戀作為後置變項,分析遊客的旅遊行為,再輔以IPA分析法(Importance-Performance Analysis)建構關鍵成功因素。本研究採立意抽樣的方式進行樣本收集,並以不同發展歷程與主軸的淡水老街、九份老街與三峽老街為研究範圍,共回收有效問卷793份。研究結果顯示,遊客的休閒涉入及旅遊地意象對觀光老街的旅遊認知與現地體驗具有影響,而且遊客的觀光老街旅遊認知與現地體驗對於場所依戀亦具有顯著影響。透過IPA 的分析方法可以發現成功的觀光老街應具備13 項特質,而有趣的是落在低重視高滿意的「老街當地特色產品可以增加消費的欲望」及「老街和廣告媒體配合,可增加前往意願」,代表老街中擁有特色商品以及媒體廣告的特點是尚未深植遊客心中,未來可以作為行銷或吸引力的發展主軸。 |
英文摘要 | In this study, structure from the point of view of tourists the key success factors for historical street, in order to achieve sustainable development goals. In this study, the leisure involvement with tourist destination has been treated as antecedent variable of tourism cognition and field experience; and place attachment as consequent variable to analyze the behavior of tourists, and then supplemented by IPA analysis (Importance Performance Analysis) to construct the critical success factors. The purposive sampling method was been used in this study, 793 valid survey were collected from three different areas: Tamsui historical street, Jiou Fen historical street and San-Hsia Historical Street. The analysis indicated that the leisure involvement of tourists and destination image has significant impact in tourism cognition and field experience of historical street. 13 traits had been found to become a successful historical street through the analysis of IPA, however, another finding which is more interesting is that the "the special merchandise of historical street can increase the desire of consumption" and "Cooperated with media and advertisement will also increase the willingness of traveling to the historical street" this two factors have low level of emphasis but with high level of satisfaction. These results showed that the special merchandise of historical street and the media advertisement has not yet been deeply rooted in tourist's thoughts and can be used as a spindle in marketing or attraction. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。