科技部專題研究計畫主持人
MOST-108-2410-H-165-003-SSS
追求確幸的空間消費:日籍旅客符號凝視與體驗模式建構
Pursuing Eudaimonic Consumption of Place: Constructing an Experience Model and the Gaze of Semiotics of Japanese Travelers
科技部
Ministry of Science and Technology
台南應用科技大學
Tainan University of Technology
李易儒
Yi-Ju Lee
台南應用科技大學
Tainan University of Technology
李易儒
06-2545297
td0137@mail.tut.edu.tw
計畫執行期間起:2019-08-01
計畫執行期間迄:2020-07-31
2020-01-03
2020-02-08
日籍觀光客
1
001
01
旅遊符號、幸福體驗、享樂體驗、品牌認同
semiotic of tourism, eudaimonic experience, hedonic experience, brand identification
我國近年來推動日、韓觀光客來臺,提出「Tourism 2020-臺灣永續觀光發展策略」,主 推深度化的旅遊產品。由於觀光產業蓬勃發展,使得符號及視覺消費快速增加,吸引著遊客 尋找與個人情感相連結的體驗。本研究試圖應用符號消費學概念,並修改計畫行為理論,探 究並驗證日籍旅客的旅遊符號認知、幸福體驗、享樂體驗、品牌認同及行為意圖之間的關係。 本研究將以現地發放方式,人員調查問卷訪問法進行調查;透過利益抽樣原則,運用next to pass來蒐集問卷。本研究以造訪新北市九份的日籍旅客為研究對象。資料分析利用SPSS與 Amos,以描述性統計分析、信度分析、相關分析、驗證性因素分析及結構方程模型加以驗證 本研究假設與模式。本研究結果在學術上,對於理論進展有所貢獻;而在實務管理上,有助 於我國分析外籍旅客的旅遊符號,並予管理者分析預測參與者未來行為意圖。
In recent years, our country has proposed the program of \"Tourism 2020-Taiwan Sustainable Tourism Development Strategy\" to encourage tourists from Japan and South Korea to come to Taiwan, mainly promoting in-depth tourism products. With the rapid and prosperous development of tourism industry, symbolic and visual consumptions increase rapidly, attracting tourists to seek the experience that is connected with their personal emotions. This study attempts to employ the notion of symbol consumption theory, and modify the concept of theory of planned behavior in order to explore and verify the relationships among the semiotic of tourism, eudaimonic experience, hedonic experience, brand identification, and behavior intention of Japanese travelers. This study will conduct the investigation by the on-site self-administered questionnaire method, based on the principle of purposive sampling, with next to pass to collect questionnaires. Japanese travelers visiting to Jiufen, in New Taipei City will be the participants of study. Data analysis will be conducted using the SPSS and Amos. Descriptive statistical analysis, reliability analysis, correlation analysis, confirmatory factor analysis (CFA), and structural equation model (SEM) will be utilized to verify hypotheses and the model. The results of this study are expected to contribute to the progress of theory academically. With respect to the practice management, it is helpful for our country to understand semiotics from foreign travelers, and to encourage the authorities concerned to analyze and predict the future behavior intentions of participants.
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