题名

文化景點意象之IPA分析-以鹿港老街為例

并列篇名

The Analysis of IPA of Cultural Scenery Image - Sample of Taking Lukang Street

DOI

10.29916/JMPP.201706_11(2).0003

作者

詹芬樺(Jan Fen-hauhg);蔡麗芬(Li-Fen Tsai);黃孟立(Men-Li Huang)

关键词

目的地意象 ; 鹿港 ; IPA分析 ; Destination image ; Lukang ; IPA analysis

期刊名称

管理實務與理論研究

卷期/出版年月

11卷2期(2017 / 06 / 01)

页次

39 - 50

内容语文

繁體中文

中文摘要

本研究探討鹿港老街的遊客目的地意象與IPA 的關係,採自編式問卷進行問卷調查,內容包括目的地意象兩個構面(情感、認知)、IPA 及個人基本資料三大項。於民國2015 年1 月間進行,地點在鹿港老街進行發放問卷,採取便利抽樣方式,總共發放380 份,扣除填答不完整之無效問卷總共10 份,因此有效問卷共370 份,將所有蒐集資料以SPSS 進行統計分析與檢定,瞭解鹿港老街遊客目的地意象之看法,透過IPA 分析中可發現落在第一象限有9 個題項、第三象限有9 個題項、第四象限有2 個題項,本研究針對第四象限提出具體的建議以提供當局作為觀光規畫參考。最後本研究根據研究結論提出具體之建議,並明確指出未來研究方向。

英文摘要

This study uses the Lukang as an example to assess the performance of destination image. The survey conducted on January, 2015 by convenient sampling; and a total of 370 usable questionnaires were collected for this study. The results reveals 9 items in the first quadrant, 9 items in third quadrant, and 2 items in the forth quadrant. Managerial implications and market strategies are drawn, along with recommendations for future research.

主题分类 社會科學 > 管理學
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被引用次数
  1. 莊鎧溫、林鈺玲(2018)。宜蘭幾米廣場遊客行為之研究。管理資訊計算,7(2),134-145。