科技部專題研究計畫主持人
107-2410-H-126-013-SSS
打工度假學習短版量表發展與其模式之建構:兼論目的地國家形象之中介角色
A short form scale of working holiday learning and its consequences: The mediating role of destination country image
科技部
Ministry of Science and Technology
靜宜大學觀光事業學系
Tourism Department, Providence University
黃鐘慶
Chung-Ching Huang
靜宜大學觀光事業學系
Tourism Department, Providence University
黃鐘慶
助理教授
0919880268
jchuang2@pu.edu.tw
計畫執行期間起:2018-08-01
計畫執行期間迄:2019-07-31
2018-08-01,2019-04-01
2018-11-30,2019-06-30
從事過打工度假的人
1
007
01
打工度假學習、目的地國家形象、口碑推薦
Working holiday learning, destination country image, word-of-mouth.
現存的打工度假學習量表(Tsaur & Huang, 2016)包含了11個因素構面與35個題項,適合作為學習單使用,為了使量表更具使用上的優勢,以進行後續的因果性研究,因此,本研究目的之一為發展打工度假學習的短版化量表。而過去研究已指出,旅遊學習是個很重要的變數,會影響到旅客的後續心理與行為結果,但卻鮮少有研究探討打工度假學習與其模式之相關文獻,因此為了彌補此研究缺口,本研究欲探索打工度假學習、目的地國家形象以及口碑推薦之關係,並同時檢測目的地國家形象在此模式中的中介角色。本研究結果為,打工度假學習會正向且顯著影響目的地國家形象與口碑推薦,目的地國家形象會正向且顯著影響口碑推薦,且目的地國家形象會在打工度假學習-口碑推薦之間擔任中介變數之角色。本研究結果將可擴展打工度假學習、目的地國家形象在觀光學術領域中的理論與知識,並作為觀光旅遊業者與目的地管理者相關實務之參考使用。
The existing working holiday learning scale (Tsaur & Huang, 2016) includes 11 dimensions and 35 items, which is suitable for the usage of learning list. In order to enhance the advantage of instrument use and the implication for causal study, the purpose of this study is to develop a short form scale of working holiday learning. Furthermore, the past research has indicated that travel learning is an important construct that can influence the tourists’ psychological and behavioral outcomes. However, very few studies have explored working holiday learning and its consequences. Therefore, in order to fill this research gap, this study aims to explore the relationships among working holiday learning, destination country image, and word-of-mouth recommendation (WOM recommendation). Furthermore, this study also discusses the mediating role of destination country image in this research model. This study found that working holiday learning has significantly and positively impact on destination country image and WOM recommendation; destination country image has significantly and positively impact on WOM recommendation. Besides, destination country image has the mediating effect between working holiday learning-WOM recommendation. The findings of this study will expand the current knowledge about working holiday learning, destination country image in tourism context.
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