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| Title: | 居遊式旅遊之旅遊動機、認知價值與顧客滿意度關係之研究 |
| Authors: | 林翰伯 |
| Contributors: | 祝鳳岡
林翰伯 |
| Keywords: | 居遊
旅遊動機
旅遊消費行為
旅遊類型
認知價值
服務品質
顧客滿意度
顧客忠誠度
Long-stay tourism
tourist motivation
tourist consumer behavior
types of tourism
perceived value
service quality
customer satisfaction
customer loyalty |
| Date: | 2013 |
| Issue Date: | 2014-03-03 15:34:34 (UTC+8) |
| Abstract: | 在過去十年有餘的電子業職涯，經歷了代工到品牌、台灣到歐洲、業務到採購，隨著電子產業繁花落盡，最近數年我也將注意力由電子產業轉移到定義仍未臻完善的「文創」以及軟硬體仍不甚細緻的「觀光」。因個人閱歷，「居遊」概念對我來說相對熟悉，但在台灣尚未普及。可能原因與其說是概念本身不被接受，更有可能的原因是因為所得與時間彈性的限制，這種緩慢從容的度假方式即便推展也僅能存在於相對小眾的市場。然而從市場區隔的角度而言，「弱水三千，只取一瓢」，在旅遊深度逐漸受到重視的今日，我深信「居遊」將在特定目標市場裡獲得認同，伴隨「居遊」衍生的商業價值也將逐步展現。
本研究架構以量化為主，質化為輔。量化部分利用電子問卷平台回收有效問卷合計337份。研究目的主要在於驗證「居遊」型態旅遊商品化的可行性，作為旅遊產業及未來創業的參考。研究結論如下：
一、 研究假設之驗證：
(一)、 旅遊動機與顧客滿意度相關：部分成立。
(二)、 旅遊動機與顧客忠誠度相關：部分成立。
(三)、 認知價值與顧客滿意度相關：部分成立。
(四)、 認知價值與顧客忠誠度相關：部分成立。
(五)、 服務品質與顧客滿意度相關：部分成立。
(六)、 服務品質與顧客忠誠度相關：部分成立。
(七)、 人口統計變項僅部分在旅遊動機、認知價值、服務品質、顧客滿意度與顧客忠誠度顯著相關。
二、 「居遊」型態旅遊的接受度：接受度高，尤其是行程規畫的彈性以及旅行途中對於疾病與意外的協助。
三、 「居遊」型態旅遊商品化的可行性：有市場需求，可謹慎評估創業可行性。
This paper explores a new trend in Asian countries, including Taiwan, outbound tourism, namely long-stay tourism. "Long-stay Tourism" is rather a fresh way of arranging vacation for most Asian people, representing a new type of tourism in which people stay in foreign destinations for long periods of time in order to experience living abroad. generates a flow of people for whom the distinction between tourism/tourists and migration has become blurred.
The objective of this study is to describe and analyze the factors that affect to customer satisfaction and loyalty of Taiwanese people for conducting a long-stay tourism, and seeking for the possibility of commercializing long-stay tourism.
This research is mainly based on quantitative research and complete it with qualitative research for those parts that cannot be clearly described by designed questionnaire. After analyzing, this research comes to the following conclusion:
1. Relationship exists between tourist motivation and customer satisfaction.
2. Relationship exists between tourist motivation and customer loyalty.
3. Relationship exists between perceived value and customer satisfaction.
4. Relationship exists between perceived value and customer loyalty.
5. Relationship exists between service quality and customer satisfaction.
6. Relationship exists between perceived value and customer loyalty.
7. The obvious variation of tourist motivation, perceived value, service quality, customer satisfaction and customer loyalty are displayed only among some of the demographic variables.
第一章 研究緒論 1
第一節 背景與動機 1
第二節 研究目地 4
第三節 研究假設 4
第四節 預期貢獻 5
第五節 研究流程 6
第二章 文獻探討 7
第一節 旅遊消費行為與旅遊動機 7
第二節 認知價值 （Perceived Value） 10
第三節 服務品質 12
第四節 顧客滿意度 14
第五節 顧客忠誠度 15
第三章 研究架構與方法 17
第一節 研究架構 17
第二節 研究變項之操作型定義 17
第三節 問卷設計 18
第四節 資料蒐集方法 18
壹、 問卷前測 18
貳、 研究對象界定與正式實施 18
第四章 市場調查結論分析 20
第一節 樣本分析 20
壹、 人口統計變項 20
貳、 樣本旅遊消費行為分析 21
第二節 敘述性統計分析 29
第三節 因素分析與信度分析 34
第四節 Pearson相關係數分析 40
第五節 迴歸分析 44
第六節 t檢定／變異數分析ANOVA 48
壹、 t檢定 48
貳、 變異數分析 ANOVA 50
第五章 結論與建議 60
第一節 研究發現 61
第二節 研究建議 64
第三節 研究限制 66
第四節 未來研究發展與建議 66 |
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| Description: | 碩士
國立政治大學
經營管理碩士學程(EMBA)
101932098
102 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0101932098 |
| Data Type: | thesis |
| Appears in Collections: | [經營管理碩士學程EMBA] 學位論文
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