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E95010
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建構外籍旅客對台灣觀光意象形成之模式:以亞洲國際旅客為例
Construction of Taiwan Tourism Image Formation Model of International Tourists from Asian Countries
1.張軒瑄
1.Hsuan-husan Chang
1.銘傳大學觀光學院休閒遊憩管理學系
1.Department of Leisure and Recreation Administration, Ming Chuan University
001,002,003,004
1.銘傳大學觀光學院休閒遊憩管理學系
1.Department of Leisure and Recreation Administration, Ming Chuan University
002
1.行政院國家科學委員會
1.National Science Council
A.14 計畫執行期間(起):2006-08-01
A.14 計畫執行期間(訖):2007-07-31
2006-12-012007-04-30
A.16 收到日期:2007-09-20
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1.亞太地區未曾旅遊台灣之外籍人士
2.亞太地區有旅遊動機,已經計畫來台灣留,但尚未開始在台灣旅遊之外籍人士
3.亞太地區曾經到台灣過或剛完成台灣旅遊行程之外籍人士

1

原始意象:120 誘導意象:215 複合意象:410


120
001,003,004
01
C.2 聯絡日期:2007-09-26
2
1.銘傳大學觀光學院休閒遊憩管理學系
1.Department of Leisure and Recreation Administration, Ming Chuan University
1
C.7 資料公開日期:2010-08-01
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008
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001,006
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1.台灣意象
2.外籍旅客
3.觀光意象
1.International Tourists
2.Taiwan Image
3.Tourism Image
 綜觀世界各國已普遍將無煙囪的「觀光產業」與「科技產業」,共同視為二十一世紀的明星產業,這兩種明星產業在創造就業機會及賺取外匯的功能上具有明顯效 益,為了要招攬國際觀光旅客,各國觀光局與當地旅遊從業者,無不致力於塑造具有吸引力的觀光旅遊形象與產品,並強化旅客之正面的觀光意象。面對亞洲地區高 度競爭的觀光產業,台灣交通部觀光局則提出了「觀光客倍增計畫」,希望2008年的來台旅遊突破五百萬人次,除了要開發潛在的外籍觀光客,同時更要給首次 來台旅客絕佳的旅遊體驗,以利口語傳銷與遊客之重遊率。為了能夠更正確的塑造出屬於台灣觀光形象,藉以運用適切之行銷策略以吸引不同目標市場之外籍旅客前 來台灣旅遊觀光,並達到觀光客倍增與活絡觀光產業經營之目的,本研究的研究重心為建構外籍旅客對台灣觀光意象形成之模式,並比較有潛在外籍旅客、首次來台 旅遊與重遊之外籍旅客在之意象形成上是否有所差異存在。

本研究之主要研究母群體為亞洲地區之國際旅客(包含潛在與既有顧客群),藉由封閉式的問 卷來蒐集來台旅客之基本特性、旅遊資訊來源與數量、旅遊動機、旅遊經驗、旅遊體驗、對台灣觀光意象之知覺/認知與情感評估、旅遊滿意度與其旅遊購後行為, 並了解遊客之觀光意象與其旅遊體驗如何影響其旅遊購後行為。問卷發放結果為潛在遊客共有120份有效問卷,初次來訪台灣的遊客共有214份,重遊台灣(已 拜訪過台灣)的旅客共發放了404份有效問卷。

調查結果顯示,不同型態之遊客對於台灣觀光認知與情感意象有著顯著性的差異存在,而利用 三群組的資料可以翠取不同的觀光意象構面;同時,遊客所使用的資料蒐集媒介不同,對於其觀光意象與情感意象也有顯著性的差異存在。網際網路與口語傳銷為三 種類型遊客都共同偏好的資訊蒐集媒介,針對潛在遊客,則特別偏好利用電影、雜誌與電視;初訪遊客則會偏愛使用雜誌與旅行社;而重遊旅客則重視旅行社與旅遊 叢書所提供的資訊。而根據雙因子變異書分析的結果也顯示了不同型態的遊客與採用不同型態的資訊媒介會產生交互作用,而造成遊客在觀光意象上的顯著性差異。 在遊客購後行為分析得知,將近八成的遊客都表示願意再度回到台灣旅遊,同時其對台灣的觀光意象也會正面的影響其旅遊體驗,根據羅吉斯特模型的結果,旅遊的 重遊意願會受到其觀光意象、旅遊體驗與國籍所影響。

Tourism is a non-smokestack industry that is held in high importance by countries all over the world. Together with high-tech industry, it is regarded as one of the star industrial sectors of the 21st century, delivering evident benefits in creating jobs and earning foreign exchange. In many countries, the Tourism Bureau and travel agencies would make such a great effort in creating attractive and positive images for tourism destinations and products in order to maximum the number of foreign tourists. Due to the high competition in international tourism market in Asia, Taiwan Tourism Bureau proposed a「Doubling Tourists Arrival Plan」with the “tourism” to be raised to at least two million from its current level in 2008. This plan cannot be successful without developing the potential inbound tourists and increasing the retuned rate for existing tourists. The primary goal in promoting a tourism destination is to project images of the destination to potential tourists so it becomes desirable to them and also reduce the gap between their organic and complex images for experienced tourists.

The main purposes of this study are to identify international travelers’ social economic characteristics, traveling characteristics, traveling experience and their perceptual/cognitional tourism image towards Taiwan and furthermore to identify how international travelers with different experiences of traveling Taiwan influence their perception and cognition tourism image towards Taiwan and then to construct a model of tourism destination image formation of Taiwan’s inbound tourists from Asian countries by using Logit Model. The study population will focus on international tourists from Asian countries. In the end, the study collected 120 questionnaires from potential visitors, 214 survey from visitors who have plans or motivation to visit Taiwan and another 404 survey from visitors who already visited Taiwan or just finished their visit in Taiwan.

According to data analysis, international travelers with different experiences of visiting Taiwan (Potential, First-time, Repeated visitor) and with who used different sources to acquire information regarding traveling in Taiwan have statistically different perception/cognition and emotional tourism image towards Taiwan. Besides, different tourism image factors are also demonstrated by using different data set from three types of international travelers. Speaking of information sources, internet and word-of-mouth are considered as very useful sources for international travelers. For potential visitors, TV, magazine and movie is considered as an important source to develop their images towards Taiwan especially on food and entertainment factor. First-time visitors prefer using magazine and travel agency to collect information. The repeated visitors have preference using travel agency and traveling book to gather detailed and deep information about Taiwan. Moreover, the study also found that majority of international travelers was satisfied with traveling in Taiwan. The Logit Model suggested the possibility of their desire of revisiting Taiwan is statistically influenced their tourism image towards Taiwan, their previous traveling experience and their ethnicity.

D.16 完成檢誤日期:2010-04-28
D.17 預定釋出日期:2010-08-01
D.18 初次釋出日期:2010-08-01
D.19_1 最新版釋出日期:2010-08-01
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10.6141/TW-SRDA-E95010-1
http://efenci.srda.sinica.edu.tw/webview/index.jsp?object=http://efenci.srda.sinica.edu.tw:80/obj/fStudy/E95010
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