旅遊意象與重遊意願關係之研究－以屏東縣大鵬灣遊憩區為例

NHUIR > College of Management > Department of Tourism Management, The M.A. Program of Tourism Management and Leisure Environment Management > Disserations and Theses(M.A. Program in Tourism Management) > Item 987654321/25776

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Title:	旅遊意象與重遊意願關係之研究－以屏東縣大鵬灣遊憩區為例
Other Titles:	A Study on Exploring the Relationship of Tourism Image and Revisiting Intention--An Illustration of Dapeng Bay Recreation Area in Pingtung County
Authors:	林姿伶 LIN, TZU-LING
Contributors:	旅遊管理學系旅遊管理碩士班張偉雄 CHANG, WEI-HSIUNG
Keywords:	遊憩區;旅遊意象;重遊意願 Recreation Area;Tourism Image;Revisiting Intention
Date:	2017
Issue Date:	2017-12-08 11:39:30 (UTC+8)
Abstract:	本研究主要探討大鵬灣遊憩區遊客的旅遊意象及重遊意願之相關情形，其係以前往大鵬灣遊憩區之遊客作為研究對象，並採用便利抽樣法，針對遊客進行問卷施測；總共發出300份問卷，回收有效問卷共計279份，有效問卷回收率93%。所得資料經SPSS20.0版統計軟體，分別以描述性統計、信度分析、探索性因素分析、獨立樣本t檢定、單因子變異數分析及迴歸分析等統計方法進行資料驗證分析，研究結果如下：1.不同的遊客背景變項在旅遊意象具部分顯著性差異。2.不同的遊客背景變項在重遊意願具部分顯著性差異。3.遊客旅遊意象與重遊意願具正相關。4.遊客旅遊意象與重遊意願具部分顯著正向影響。　　本研究依據分析結果，進而提出以下建議：1.利用媒體進行置入性行銷，以強化其觀光經濟商機與發展。2.提供機動性的導覽服務，以提高遊憩品質。3.結合鄉鎮社區資源，以延續遊客重遊意願。4.建議大鵬灣遊憩區開發多樣態之慢遊行程，以有效提升遊客之重遊意願。　　The present study aimed to investigate the relationships between tourism image and revisiting intention of the Dapeng Bay Recreation Area tourists. A total of 300 questionnaires were distributed to visitors of Dapeng Bay Recreation Area via convenience sampling process. Data were statistical methods such as Descriptive statistics, Reliability analysis , Validity analysis, Exploratory Factor analysis, Independent sample t test, One-way ANOVA, Pearson Analysis and Multiple Regression analysis. The results are as follows: 1.Guest socio-economic background demographic variables have partially significant differences in Tourism Image. 2.Guest socio-economic background demographic variables have partially significant differences in Revisiting Intention. 3.Visitors' Tourism Image was shown positive correlation with Revisiting Intention. 4.Visitors' Tourism Image have some significant impact with Revisiting Intention.　　According to the above results, the researcher may submit suggestions in this study. 1.It would reinforce the development of tourism market by means of placement marketing through medias. 2.To increase recreational quality can be via mobile and interactive guide and interpretation services. 3.To keep and increase the revisiting intention for visitors would be via combing the community resources within townships. 4.To develop and implement various slow traveling packages may be in order to effectively increase the revisiting intentions for visitors at Dapeng Bay recreation area.
Appears in Collections:	[Department of Tourism Management, The M.A. Program of Tourism Management and Leisure Environment Management] Disserations and Theses(M.A. Program in Tourism Management)

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