外籍生對台灣旅遊意象、旅遊體驗及行為意向之研究

Travel Image, Travel Experience and Behavior Intention Studies of International Students in Taiwan

10.29423/JSRR.201706_11(4).0005

林雅茵(Ya-Yin Lin)；許勝程(Sheng-Cheng Hsu)；徐永億(Yung-Yi Hsu)

外籍學生 ； 意象 ； 旅遊體驗 ； 重遊意願 ； International Students ； Image ； Travel Experience ； Revisit Intention

運動與遊憩研究

11卷4期（2017 / 06 / 01）

59 - 77

繁體中文

本研究旨在探討外籍生對臺灣旅遊意象、旅遊體驗行為意向之現況與關係，採用問卷調查法共計發放500 份問卷，獲得有效問卷462 份。以描述性統計、單因子變異數分析、皮爾森積差相關、多元逐步迴歸等統計方式進行分析。其研究結果如下：一、旅遊意象、旅遊體驗與行為意向平均得分高，分別為「旅遊意象」得分為4.01、「旅遊體驗」得分為3.87、「行為意向」得分為4.18。二、外籍生背景變項中，國籍在旅遊意象上達顯著差異。國籍、學歷、旅遊次數及旅遊同伴等在旅遊體驗達顯著之差異。國籍及旅遊次數在行為意向達顯著之差異。三、旅遊體驗與行為意向各層面皆達顯著正相關；而旅遊意象中自然景觀、設施及品質與價格在行為意向上達顯著正相關。本研究針對其研究結果提出相關之建議如下：訂定學生票價策略、製作環島路線圖、針對外籍生舉辦認識臺灣相關活動講座及發行各縣市觀光套票。

The purpose of this study is to exploring the current travel image, travel experience and behavioral intention in international students. This study adopted questionnaire survey and distributed 500 questionnaires with 462 valid ones collected. For descriptive statistic, one-way ANOVA, Pearson product-moment correlation, and multiple regression analysis were used to analyze those questionnaires. The study results are listed below: 1. The average score of the travel experience and behavioral intention are high. travel image is 4.01, travel experience is 3.87 and behavioral intention is 4.18. 2. In the variables of the international students in the country of citizenship have significant difference with travel image. country of citizenship, education background, travel frequency and travel companion have significant difference with travel experience. country of citizenship and travel frequency have significant difference with behavioral intention. 3. The international students of travel experience and behavioral intention are all significant correlation. The natural landscape, facilities, quality and price of travel images are significant correlation with behavioral intention The study also provides suggestions based on the study results are listed below: set student fare strategy, create a route map for circling around the island, seminar on Taiwan - related activities for international students, issue ticket packages for touring each city.

1. UNWTO（2016）。國際旅客人數。2016.08.24資料引自：http://www2.unwto.org/index.php
2. 交通部觀光局（2016）。歷年統計資料查詢系統。2016.07.24資料引自：http://recreation.tbroc.gov.tw/asp1/statistics/year/INIT.ASP
3. Ajzen, I.,Fishbein, M.(1980).Understanding attitudes and predicting social behavior.Englewood Cliffs. N J:Prentice - Hall.
4. Ajzen, I.,Madden, T. J.(1986).Prediction of goal-directed behavior: Attitudes, intentions, and perceived behavioral control.Journal of Experimental Social Psychology,22,453-474.
5. Baloglu, S.,Mangaloglu, M.(2001).Tourism destination images of Turkey, Egypt, Greece, and Italy as perceived by US-based tour operators and travel agents.Tourism Management,1,1-9.
6. Blackwell, R. D.,Miniard, P. W.,Engel, J. F.(2001).Consumer Behavior.Harcourt College Publishers.
7. Crompton, J. L.(1979).An Assessment of the Image of Mexico as a Vacation Destination and the Influence of Geographical Location upon that Image.Journal of Travel Research,17(4),18-23.
8. Fishbein, M.,Ajzen, I.(1975).Belief, attitude, intention and behavior: An introduction to theory and research.Reading, MA:Addison-Wesley.
9. Gartner, W. C.(1993).Image formation process.Journal of Travel and Tourism Marketing,2(2/3),191-215.
10. Gunn, C. A.(1972).Vacation scape: Designing Tourist Regions.Austin:Bureau of Business Research, University of Texas.
11. Hunt, J. D.(1975).Image as a factor in Tourism Development.Journal of Travel Research,13,1-7.
12. Larsen, S.(2007).Aspects of a psychology of the tourist experience.Scandinavian Journal of Hospitality and Tourism,7,07-18.
13. Lawson, F.,Baud-Bovy, M.(1997).Tourism and Recreational Development.London:Architectural Press.
14. Moutinho, L.(1987).Consume r behavior in Tourism.European Journal of Marketing,21(10),1-44.
15. Pike, S.(2002).Destination image analysis: A review of 142 papers from 1973-2000.Tourism Management,23(5),541-549.
16. Pine, B. J.,Gilmore, J. H.(1999).The experience economy: Work is theatre & every business a stage.Boston, MA:Harvard Business School Press.
17. Quan, S.,Wang, N.(2004).Towards a structural model of the tourist experience: an illustration from food experiences in tourism.Tourism Management,25,297-305.
18. Ryan , C.(1995).Researching Tourist Satisfaction: Issues, Concepts, Problems.London:Routledge.
19. Spicer, J.(2005).Making sense of multivariate data analysis.London:Sage.
20. Tabachnick, B. G.,Fidell, L. S.(2007).Using multivariate ststistics.Needham Heights. MA:Allyn and Bacon.
21. Walls, R.,Okumus, F.,Wang, Y.,Joon, D.,Kwun, W.(2011).An epistemology view of consumer experiences.International Journal of Hospitality Management,30,10-21.
22. Wearing, B. M.,Wearing, S. L.(1996).Refocusing the tourist experience: The flamer and the chorister.Leisure Studies,15,229-243.
23. 王鈺婷(2008)。碩士論文(碩士論文)。新北市，輔仁大學餐旅管理學系。
24. 吳佩芬(1997)。碩士論文(碩士論文)。台中市，逢甲大學土地管理研究所。
25. 吳明隆(2013)。SPSS 統計應用學習實務：問卷分析與應用統計。台北:易習。
26. 李佳珮(2010)。碩士論文(碩士論文)。雲林縣，國立雲林科技大學休閒運動研究所。
27. 夏業良譯、魯煒譯(2003)。體驗經濟時代。台北:經濟新潮社。
28. 高俊雄(2002)。運動休閒產業關聯分析。國民體育季刊，31(4)，13-16。
29. 陳水源(1989)。遊客遊憩需求與遊憩體驗之研究。戶外遊憩研究，1(3)，56-79。
30. 黃彥憲譯(2001)。付費體驗的時代。台北:遠流。
31. 楊宏志(1989)。碩士論文(碩士論文)。台北市，國立台灣大學森林研究所。
32. 楊政寬(2007)。觀光行政與法規。台北:揚智。
33. 蔡幸娟(2015)。碩士論文(碩士論文)。高雄，國立高雄應用科技大學觀光與餐旅管理研究所。
34. 魏朝政(1992)。碩士論文(碩士論文)。台中市，逢甲大學建築及都市計畫研究所。

1. 溫景財(Ching-Tsai Wen)(2021)。旅客目的意象、滿意度與重遊意願之研究－以雙龍潭生態運動景區遊客為例。運動休閒管理學報。18(2)。1-25。