輔仁大學
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學校名稱輔仁大學
系所名稱管理學研究所
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學號492706606
研究生(中)徐慧
研究生(英)Shu Hui
論文名稱(中)遊憩特性對體驗品質、體驗滿意度與忠誠意圖之影響-以原住民生態旅遊部落「司馬庫斯」為例
論文名稱(英)The Influence of Recreational Specialization on Experiential quality, Experiential Satisfaction, and Loyalty Intentions –taking the Indigenous Ecotourism in Smangus as an example.
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指導教授(中)高義芳 博士
指導教授(英)Dr. Kao, Yie-Fang
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學位類別碩士
畢業學年度93
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語文別中文
關鍵字(中)原住民生態旅遊 遊憩特性 體驗經濟 體驗品質 體驗滿意度
關鍵字(英)Aboriginal Ecotourism Recreational Specialization Experience Economy Experiential Quality Experiential Satisfaction
摘要(中)徐達光(2003)在「消費者心理學」一書中指出,消費者體驗重視的是產品所帶來歡樂、情緒、感覺、形象與刺激,而「產品實質的屬性」反而沒有那麼重要。Capenter, Glancy and Howe(1998)認為在千禧年,遊憩區必須能提供遊客滿意的休閒體驗才能使其前來消費。原住民部落藉著豐富的自然與人文資源發展旅遊而改善部落的經濟狀況,但許多個案顯示部落旅遊可能帶給原住民部落負面影響。而生態旅遊是一種具有環境責任感的旅遊方式,因此為了避免觀光帶來的惡果,推展永續性的旅遊事業嘉惠當地的原住民,推動原住民生態旅遊已是政府部門積極推動的工作之ㄧ。 本研究在過去文獻中發現原住民部落發展觀光產業的議題已趨成熟,但過去有關原住民旅遊之文獻,少有討論消費者體驗之文獻,體驗行銷觀點對於原住民旅遊中之消費者遊憩行為的影響未曾探索。 因此本研究之研究目的為:一、探討遊憩特性(旅遊費用、遊憩服務設施之品質、遊憩活動機會、自然景觀資源、人文景觀資源)對體驗品質(參與、沉浸、驚奇、學習)之影響。二、探討體驗品質(參與、沉浸、驚奇、學習)對消費者體驗滿意度之影響。三、以原住民生態旅遊產業為例,驗證體驗滿意度對忠誠意圖(重購意圖及推薦意圖)之影響。四、瞭解在原住民生態旅遊中,影響消費者之體驗歷程及促成消費後忠誠意圖之因素。五、以體驗行銷之觀點幫助原住民生態旅遊的發展。 本研究之研究對象為在司馬庫斯進行生態旅遊之遊客。在司馬庫斯部落中以便利抽樣的方式,共發放300份問卷。發出300份回收259份,有效問卷共計243份。資料分析方法採用敘述統計分析、效度分析、典型相關分析、複迴歸分析及LISREL分析。 研究結果如下:一、遊憩特性「遊憩活動機會、自然景觀資源、人文景觀資源」對體驗品質「參與」具有正向的影響。二、遊憩特性「自然景觀資源、人文景觀資源」對體驗品質「沉浸」具有正向的影響。三、遊憩特性「遊憩活動機會、自然景觀資源、人文景觀資源」對體驗品質「驚奇」具有正向的影響。四、遊憩特性「自然景觀資源、人文景觀資源」對體驗品質「學習」具有正向的影響。五、體驗品質「參與、沈浸及學習」對「體驗滿意度」具有正向的影響。六、「體驗滿意度」對「重購意圖」及「推薦意圖」具有正向的影響。七、遊憩特性「旅遊費用、遊憩服務設施之品質」對「體驗品質」沒有顯著影響。八、「遊憩活動機會」對「學習」沒有顯著影響。九、「人文資源景觀」對「沉浸」沒有顯著影響。十、「驚奇」對「體驗滿意度」沒有顯著影響。十一、在原住民生態旅遊中「自然景觀資源」、「遊憩活動機會」與「人文景觀資源」對「體驗品質」有顯著的影響。十二、「自然景觀資源」對於「沉浸」具有關鍵影響 研究證實在原住民生態旅遊中旅遊費用與遊憩服務設施之品質對體驗品質與體驗滿意度、忠誠意圖並無顯著之影響,但遊憩活動機會、自然景觀資源與人文景觀資源對於大部分體驗品質則是有顯著影響。因此原住民部落在經營生態旅遊業時,應注意遊憩特性之操作,並且在消費體驗過程的確存在參與、沈浸、驚奇、學習等體驗品質要素,並足以影響體驗滿意度及遊客之忠誠意圖。因此,企業於營造消費體驗的過程中,應融入參與、沈浸、驚奇、學習等要素,以引發消費者之體驗滿意度及忠誠意圖。
摘要(英)In "the consumer psychology", Xu Dakuang (2003) pointed out that the consumer experiences is the happy, the mood, the feeling, the image and the stimulate which come from the product, but "the product essence attribute" is not important.Capenter, Glancy and Howe (1998) thought that “In the millenniums, the amusement and rest area must provide the leisure experience which is satisfied to the tourist, and then it could be attracting the tourist to expend.” The aboriginal tribe with rich nature resources and the humanities resources develop the travel to improve the tribe the economical condition, but many documents demonstrated that the tribe travel possible takes the negative influence to the original resident tribe. The ecotourism is one kind of the traveling way with the environment sense of responsibility. In order to avoid the evil consequence which comes from the sightseeing and promotes the sustainable tourism to help the original resident, impels the original resident ecotourism is one of the important work to the government. This research discovered that the subject of the original resident tribe travel development was almost mature in the past literature. But there are fewer literatures which are about the original resident tribe travel and discussed the consumer experience. The experience marketing viewpoint with the consumer amusement and rest behavior influence regarding the original resident is still not explored completely. Therefore, the goal of this research is: 1. To discuss the effect of the experience quality (participation, immerses, surprise, and study) with the amusement and rest characteristic (traveling expenses, quality of the service facility, rest activity chance, natural resources, and humane resources). 2. To discuss the effect of the level of the consumer satisfaction with the experience quality (participation, immerses, surprise, and study). 3. Taking the original resident people ecotourism industry as the example, to prove the effect of the loyal intention (repurchase intention and recommendation intention) with the satisfaction degree of experience. 4. To know the factors which are influencing the experience process and the loyal intention in original resident people ecotourism. 5. With the experience marketing viewpoint to help to develop the original resident people ecotourism. The target of this research is the ecotourism tourist in Smangus. With facilitating sampling way, there are 300 questionnaires sent totally, in which 259 questionnaires were recycled and 243 copies were verified in Smangus tribe. This study adopted descriptive analysis, validity analysis, correlation analysis, canonical analysis, multiple regression analysis, and LISREL analysis for statistics. The studying results are as the following: 1. The effect of amusement and rest characteristic (the amusement and rest activity opportunity, the natural landscape resources, the humanities scenic resources) to the experience quality (the participation) is positive. 2. The effect of the amusement and rest characteristic (the natural landscape resources, the humanities scenic resources) to the experience quality (the immersion) is positive. 3. The effect of the amusement and rest characteristic (the amusement and rest activity opportunity, the natural landscape resources, the humanities scenic resources) to the experience quality (the surprise) is positive. 4. The effect of the amusement and rest characteristic (the natural landscape resources, the humanities scenic resources) to the experience quality (the study) is positive. 5. The effect of the experience quality (the participation, the immersion and the study) to the satisfaction level of experience is positive. 6. The effect of the satisfaction level of experience to the repurchase intention and the recommendation intention is positive. 7. There is no clear relationship between the amusement and rest characteristic (the traveling expense, quality of the amusement and rest servicing facility) and the experience quality. 8. There is no clear relationship between the amusement and rest activity opportunity and the study. 9. There is no clear relationship between the humanities resources landscape and the immersion. 10. There is no clear relationship between the surprise and the satisfaction level of experience. 11. In the original resident people ecotourism, the effect of "the natural landscape resources", "the amusement and rest activity opportunity" and "the humanities scenic resources" to the experience quality is conspicuous. 12. The key factor of the immersion is the natural landscape resources. The research confirmed that there no clear relationship between the expense, the quality of the servicing quality and the satisfaction level of experience, and the loyal intention in the original resident people ecotourism. The effect of the amusement and rest activity opportunity, the natural landscape resources and the humanities scenic resources to the most of experience quality is very clear. So, in managing the original resident tribe ecology tourism, it should pay attention to the operation of the amusement and rest characteristic and the consuming experience process must be include the experience quality factors, such as the participation, the immersion, the surprise, and the study. That is sufficiently to affect the satisfaction level of experience and the loyal intention of the tourist. Therefore, in the process of constructing the expense experience, the enterprise should blend into the participation, the immersion, the surprise, and the study in order to give rise to the satisfaction level of experience and the loyal intention of the consumers.
論文目次目錄 第壹章 緒論 1 第一節 研究背景 1 第二節 研究動機 4 第三節 研究目的 7 第四節 研究範圍 7 第五節 研究流程 9 第貳章 文獻探討 10 第一節 體驗相關文獻 10 第二節 生態旅遊產業 14 第三節 遊憩特性 17 第四節 體驗品質 20 第五節 體驗滿意度 25 第六節 忠誠意圖 27 第七節 變數間關係與研究假設的建立 29 第參章 研究方法 36 第一節 研究架構 37 第二節 研究假設 38 第三節 操作性定義與衡量 39 第四節 研究設計 49 第五節 統計分析方法 50 第肆章 實證分析 52 第一節 問卷回收 52 第二節 敘述統計分析 54 第三節 信度分析 59 第四節 效度分析 61 第五節 相關分析 64 第六節 變數間分析 68 第七節 LISREL線性結構模式分析 91 第伍章 結論與建議 98 第一節 實證結論 98 第二節 管理實務意涵與建議 103 第三節 研究貢獻 108 第四節 研究限制 110 第五節 未來研究建議 111 參考文獻 114 目錄 第壹章 緒論 1 第一節 研究背景 1 第二節 研究動機 4 第三節 研究目的 7 第四節 研究範圍 7 第五節 研究流程 9 第貳章 文獻探討 10 第一節 體驗相關文獻 10 第二節 生態旅遊產業 14 第三節 遊憩特性 17 第四節 體驗品質 20 第五節 體驗滿意度 25 第六節 忠誠意圖 27 第七節 變數間關係與研究假設的建立 29 第參章 研究方法 36 第一節 研究架構 37 第二節 研究假設 38 第三節 操作性定義與衡量 39 第四節 研究設計 49 第五節 統計分析方法 50 第肆章 實證分析 52 第一節 問卷回收 52 第二節 敘述統計分析 54 第三節 信度分析 59 第四節 效度分析 61 第五節 相關分析 64 第六節 變數間分析 68 第七節 LISREL線性結構模式分析 91 第伍章 結論與建議 98 第一節 實證結論 98 第二節 管理實務意涵與建議 103 第三節 研究貢獻 108 第四節 研究限制 110 第五節 未來研究建議 111 參考文獻 114 附錄一 問卷 123 附錄二 新竹縣尖石鄉與司馬庫斯簡介 127 附錄三 LISREL驗證研究假設結果整理表 134
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