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題 名 | 六堆客家文化園區遊客觀光行為意圖模式之實證研究=Empirical Study on Tourist Behavioral Intention Pattern of LiuDui Hakka Cultural Centre |
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作 者 | 謝鈴詠; 黃俊彥; 徐茂洲; | 書刊名 | 運動休閒管理學報 |
卷 期 | 14:2 2017.06[民106.06] |
頁 次 | 頁1-21 |
分類號 | 992.014 |
關鍵詞 | 計畫行為理論; 六堆客家文化園區; 結構方程模式; Theory of planned behavior; LiuDui Hakka cultural centre; Structural equation modeling; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究目的應用Ajzen (1985)計畫行為理論為理論基礎,驗證六堆客家文化園區遊客之旅遊行為意圖模式,研究方法以SPSS for Windows 12.0 進行資料處理,並進行描述性統計,另以Amos 20.0 進行結構方程模式之資料分析,探討各因素之間的因果關係。共計發出400 份問卷,有效問卷263 份,有效回收率爲65.75 %。研究結果如下:遊客之態度與知覺行為控制對於行為意圖有顯著影響,主觀規範對行為意圖沒有顯著影響;行為意圖對於行為有顯著影響。根據研究分析結果提出四點建議一客家文化研究交流、二推廣客家藝術文化、三帶動觀光產業、四客家文化扎根,希冀有機會能提供政府與相關單位推動六堆客家文化園區遊客觀光之參考。 |
英文摘要 | The main purpose of this research was to verify behavioral intention pattern of tourists in LiuDui Hakka Cultural Centre based on Theory of Planned Behavior (Ajzen, 1985). As for the research method, SPSS for Windows 12.0 was adopted to process data for descriptive statistics; and AMOS 20.0 was adopted for data analysis of structural equation modeling to investigate the causal relationship between the factors. There were totally 400 testing questionnaires including 263 valid questionnaires with the effective rate of 65.75 %. The results of the research were listed as follows: Attitude and perceived behavioral control of tourists had a significant impact on behavioral intention while subjective norms had no impact on intention; behavioral intention had a significant impact on behavior. Four suggestions were raised on the basis of the results: 1.Research and exchange the Hakka culture 2. Promote the Hakka art culture 3. Drive tourism industry 4. Hakka culture is rooted to hope the government and related units to promote tourists to LiuDui Hakka Cultural Centre. All above is for reference. |
本系統中英文摘要資訊取自各篇刊載內容。