南華大學機構典藏系統:Item 987654321/25584
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    Please use this identifier to cite or link to this item: http://nhuir.nhu.edu.tw/handle/987654321/25584


    Title: 以計畫行為理論探討遊客參訪觀光工廠之行為意圖
    Other Titles: Applying the Theory of Planned Behavior to Explore Visitors' Intention to Tour Factory
    Authors: 許雅婷
    XU, YA-TING
    Contributors: 文化創意事業管理學系休閒產業碩士班
    賴文儀
    LAI, WEN-YI
    Keywords: 計畫行為理論;觀光工廠;態度
    Theory of planned behavior;Tourism factory;Attitude
    Date: 2017
    Issue Date: 2017-12-04 10:28:02 (UTC+8)
    Abstract: 　　「創新、求變」是社會進步的原動力，也是人們均有的欲念。觀光工廠即是傳統產業在這樣的趨勢下為力求生存而有的革命性創發，更甚者已成為近年流行的休閒場所之一，參訪人數更是年年升高。　　本研究以計畫行為理論為基礎，探討影響遊客參訪觀光工廠之行為意圖的因素，並分析遊客的態度、主觀規範、知覺行為控制與參訪觀光工廠行為意圖間之關聯性。本研究受試對象為北部、中部以及南部之民眾，共計回收有效問卷305份，利用信、效度分析、Pearson 積差相關分析、迴歸分析等統計方法進行分析。根據資料分析結果，本研究發現：一、遊客的態度對參訪觀光工廠之行為意圖有正向影響。二、遊客的主觀規範對參訪觀光工廠之行為意圖有正向影響。三、遊客的知覺行為控制對參訪觀光工廠之行為意圖有正向影響。
    　　Innovation and change is the driving force of social progress. They are also peoples' desire. Tourism factory is a revolutionary foundations of traditional industry to strive for survival.It has even become a popular place of entertainment in recent years. The number of visitors is increasing.　　This study adopts the theory of planned behavior to investigate visitors' intention to tour factory,and analyzes correlations between tour factorys' behaviors and tour factorys' attitude,subjective norm, and perceived behavioral control, respective. A total of 305 valid questionnaires were received.The data were analyzed by reliability, Pearson product-moment correlation coefficient and regression analysis.The findings of this study are: 1.Visitors' attitude positively impacts their intention to tourfactory.2.Visitors' subjective norm positively impacts their intention to tour factory.3.Visitors' perceived behavioral control positively impacts their intention to tour factory.
    Appears in Collections:[Department of Cultural & Creative Enterprise Management] Disserations and Theses(M. A. Program in Leisure Industry)

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