| 摘要: | 本研究主要目的是探討前往香港迪士尼樂園的台灣遊客之旅遊意象，從遊客不同背景屬性來探討是否會影響主題遊樂園之意象的實際評價，因此其主要研究對象即為曾前往香港迪士尼的台灣遊客為主。本研究採用問卷調查方式，對遊玩香港迪士尼之台灣遊客進行資料蒐集，總計回收273份有效問卷。資料分析的方式包括描述性統計、因素分析、信度分析、t檢定、單因子變異數分析及相關性分析等統計方法進行實證分析。 主要研究結果如下：前往香港迪士尼樂園的台灣遊客以男性略多於女性，就年齡方面以20到29歲之間的遊客居大多數，婚姻狀況則以未婚多於已婚，遊客的教育程度大多是大學和大專，職業方面以商業和服務業較多，平均一個月可支配所得則在5萬元以下佔多數，就獲取資訊來源而言，以電視廣播等電子媒體為最多，同伴性質上，與親戚家人前往為最多，遊客同行人數則以五人以上為多數，遊客到訪的次數以第一次為最多，佔91.6％，過去旅遊經歷以從未去過其他迪士尼為最多。本研究結果顯示，皆與本研究之假設成立。香港迪士尼的台灣遊客之不同社經背景及旅遊特性，對於主題園所形成之意象有顯著的差異。遊客之滿意度與其主題意象有顯著之正相關。
This purpose of this research is traveling of image Taiwan tourist which the discussion goes to Hong Kong Disneyland, from the tourist different background attribute discusses whether to affect image of the subject amusement park actual appraisal, therefore its main object of study namely to once go to Hong Kong Disney's Taiwan tourists primarily. This research selects the questionnaire survey method, to plays Taiwan of tourist Hong Kong Disney to carry on the material collection, the grand total recycles 273 effective questionnaire. The material analysis's way including statistical methods and so on descriptive statistics analysis , factor analysis, Reliability analysis, T-test, One-way ANOVA and Correlation Analysis carries on the empirical analysis. The results of this research are as following: Goes to Hong Kong Disneyland Taiwan tourist is more than the female slightly by the male, by tours on the age aspect 20 to 29 year old of between lives in a strange or foreign place the majority, the marital status by unmarried is more than married, tourist's education level mostly is the university and the technical college, the professional aspect are many by the trade and service industry, average one month may the disposable income occupy below 50,000 Yuan most, speaking of the gain information originates, take electronic medias and so on visual broadcast as most, in the companion nature, go to many with the relative family member, tourist travelling together population take five people above as most, the tourist visits number of times take first time as most, accounts for 91.6%, in the past travelled the experience take never to go to other Disney as many. This findings showed that all supposition of establishment with this research. Hong Kong Disney's Taiwan tourists different society after background and traveling characteristic, forms the image regarding the subject garden to have the remarkable difference. Degree of satisfaction of the tourist has obviously with its subject image is being related. |
