科技部專題研究計畫主持人
MOST 106-2410-H-130-046 -SSS
東協國家旅客知多少?計劃行為理論結合電子口碑、目的地意象探討東協國家來台旅客行為之研究
How much do you understand the tourists from Southeast Asian Nations? A study of integrating the theory of planned behavior, electronic word-of-mouth and destination image to explore the behavior of inbound tourists of Taiwan from Southeast Asian Nations
科技部
Ministry of Science and Technology
銘傳大學餐旅管理學系
Department of Hospitality Management, Ming Chuan University
蘇靖淑
Ching-Shu Su
銘傳大學餐旅管理學系
Department of Hospitality Management, Ming Chuan University
蘇靖淑
副教授
03-3507001 分機5055
sallysu@mail.mcu.edu.tw
計畫執行期間起:2017-08-01
計畫執行期間迄:2018-07-31
2017-11-01
2018-03-31
東協國家之來台旅客
1
001,007
01
東南亞、東協、計畫行為理論、電子口碑、目的地意象、觀光
Southeast Asian Nations; Theory of Planned Behavior; Electronic word-of-mouth; Destination image; TPB; eWOM.
行政院依據總統於 2016 年 8 月 16 日召開之對外經貿戰略會談,通過「新南向政策」政策綱領。 在觀光推展之相關政策,提出將放寬東協及南亞國家來臺觀光簽證;多元宣傳觀光,提高導遊質量, 建立穆斯林旅遊之友善環境(中華民國行政院,2016)。可見對於東協國家旅客來台觀光的發展,乃是 政府當局的重要目標。根據世界經濟論壇(World Economic Forum)公布 2015 年全球旅遊與觀光競爭力 報告,台灣則排名第 32,並指出台灣在旅遊國際知名度上略遜一籌,不是受訪者心目中排在前位的旅遊地區。因此,在新南向政策的觀光推展上,東協國家旅客對台灣的意向及態度,值得重視及探究。本研究將運用計劃行為理論與eWOM、目的地意象結合,以東協國家之來台旅客為對象,探討對於東協國家來台旅客行為意圖的影響機制。本研究之研究目的為了解eWOM、目的地意象與計劃行為理論各變項之關係,及其對遊客行為意圖的影響;並建構eWOM、目的地意象結合計劃行為理論之遊客行為模式。本研究將採用 SPSS20.0 統計套裝軟體進行基本統計分析,並採用Amos 20.0 進行驗證性 因素分析與結構方程模式。透過本研究結果,對拓展東協國家旅客之觀光發展提出具體建議,並對計劃行為理論模式之發展有更進一步的貢獻。
President Tsai convened meeting on international economic and trade strategy on the 16th of August, 2016, the Republic of China Executive Yuan adopted guidelines for “New Southbound Policy”. For the tourism promotion policies, it was proposed that simplifying the visa to Taiwan for the tourists from ASEAN (the Association of Southeast Asian Nations) and the South Asian countries, to driving multi-variant promotional policies for tourism, upgrading tour guides’ quality, establishing Muslim tourist-friendly environment (the Republic of China Executive Yuan, 2016). As it can be seen, it’s an important goal of the government to develop the tourism for tourists from the ASEAN countries. According to the World Economic Forum (2015), the global travel and tourism competitiveness report addressed that Taiwan was ranked the 32nd and noted that Taiwan travel international visibility was not the top choice of respondents’ mind. Therefore, while developing the tourism compatible with the New Southbound Policy, focused on the tourists from ASEAN countries, their intention and attitude toward Taiwan was worth of attention and explored. In this study, the Taiwan inbound tourists from the Southeast Asian Countries were taken as the objects, the theory of planned behavior (TPB) was integrated with electronic word-of-mouth (eWOM), destination image to explore the influential mechanism of tourists’ behavior intention. The purposes of this study are to understand the relationships among the TPB variables, eWOM and destination image, and the impact on tourists’ behavioral intention, and to construct a tourists’ behavior model. For data analysis, the SPSS20.0 statistical software packages will be employed to proceed basic statistical analysis, and Amos 20.0 will be used to proceed confirmatory factor analysis (CFA) and structural equation modeling (SEM). Based on the findings of this study, concrete suggestions were proposed for the development of the tourists from ASEAN countries. For the academic contribution, it’ll facilitate further development of the theory of planned behavior.
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