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請使用永久網址來引用或連結此文件:
http://nhuir.nhu.edu.tw/handle/987654321/23303
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| 題名: | 遊客對旅遊動機、目的地意象、知覺價值與重遊意願之相關研究－以彰化縣鹿港鎮為例 |
| 其他題名: | A Study of the Tourists Travel Motivations, Destination Image, Perceived Value and Revisit Intention--In the Town of Lukang, Changhua a County as an Example |
| 作者: | 戴雅蓉
Day, Year-Rong |
| 貢獻者: | 旅遊管理學系旅遊管理碩士班
趙家民
Chia-Min Chao |
| 關鍵詞: | 知覺價值;目的地意象;旅遊動機;重遊意願
perceived value;destination image;travel motivation;revisit intention |
| 日期: | 2015 |
| 上傳時間: | 2015-09-08 13:54:50 (UTC+8) |
| 摘要: | 本研究主旨在探討遊客對旅遊動機、目的地意象、知覺價值與重遊意願之關聯性，研究對象以彰化縣鹿港鎮遊客為主，採用便利抽樣法加以調查，取得400份有效問卷。本研究採用敘述性統計分析、信度分析、效度分析、單因子變異數分析和路徑分析，驗證旅遊動機對目的地意象有顯著正向影響，目的地意象對知覺價值有顯著正向影響，知覺價值對重遊意願有顯著正向影響，遊客旅遊動機、目的地意象、知覺價值與重遊意願皆有顯著相互影響。 本研究提出對彰化縣鹿港鎮旅遊之相關建議如下：一、交通便利性：提供接駁車服務和腳踏車出租服務。二、行銷多元化：舉辦嘉年華活動，設計彰化縣旅遊特色配套行程，結合縣內旅遊景點，宣傳在地特有文化，藉此增加遊客量，提昇縣內居民經濟收入，達到雙方互惠的關係。
The research aims to discuss the correlation between travel motivation, destination image, and perceived value and revisit intention. The research objects are mainly visitors in Lugang Town, Changhua County. It adopts convenience sampling method to make investigation and collects 400 valid questionnaires. The research adopts narrative statistical analysis, reliability analysis, validity analysis, single factor variance analysis and correlation analysis. The research verifies that travel motivation has obvious positive correlation with destination image, destination image has obvious positive correlation with perceived value, perceived value has obvious positive correlation with revisit intention, and travel motivation, destination image, perceived value and revisit intention all have obvious correlation with each other. Related suggestions on travel in Lugang Town, Changhua County proposed in this research are as follows1. Traffic convenience: provide shuttle bus service and bicycle service.2. Diversified marketing: hold carnival, design supporting journey matched with travel features of Changhua County, combine tourist attractions to promote local unique culture, so as to increase the amount of tourists and improve economic income of local resident, to gain reciprocal relationship. |
| 顯示於類別: | [旅遊管理學系(旅遊管理碩士班)] 博碩士論文-旅遊管理碩士班
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