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系統識別號 U0002-1401200616440900
中文論文名稱 國人赴俄羅斯觀光行為模式之研究
英文論文名稱 Behavioral model of Russian tourism: a case study of tourists from Taiwan to Russia
校院名稱 淡江大學
系所名稱(中) 俄羅斯研究所碩士班
系所名稱(英) Graduate Institute of Slavic Studies
學年度 94
學期 1
出版年 95
研究生中文姓名 許仲瑋
研究生英文姓名 Chung-Wei Hsu
電子信箱 vanya_tw@yahoo.com.tw
學號 692090235
學位類別 碩士
語文別 中文
口試日期 2006-01-09
論文頁數 88頁
口試委員 指導教授-馬良文
指導教授-李宗鴻
委員-鄭天明
委員-魏百谷
中文關鍵字 觀光  行為模式  結構方程模式  台灣  俄羅斯 
英文關鍵字 Tourism  Behavioral Model  Structural Equation Model  Taiwan  Russia 
學科別分類 學科別社會科學區域研究
中文摘要 本研究旨在探討國人赴俄羅斯觀光的人口結構、觀光特性,及建構國人赴俄羅斯觀光的行為模式。採自編問卷進行研究,問卷內容包括觀光意象、觀光效益、觀光風險、觀光品質、整體滿意度、行為意圖、及個人基本資料等七個量表,以赴俄觀光客為對象,以集群抽樣方法抽取隨機樣本,進行問卷調查。從2005年3月至8月間共發放415份問卷,其中拒答6份,廢卷4份,有效問卷405份,在95%之信心水準下,抽樣誤差為4.9%。將所有資料以SPSS 12.0進行統計分析與檢定,利用LISREL 8.52進行證性因素分析及結構方程式的實證分析,以最大概似估計法(Maximum Likelihood Estimation)對本研究模式中各組變項間之因果關係進行估計。結果顯示,國人赴俄羅斯觀光的觀光客的性別以女性居多(64.0%),婚姻狀況以未婚居多(51.1%),血型以O型居多(41.0%),年齡以41至50歲居多(24.7%),教育程度以大專居多(56.0%),職業以上班族居多(31.4%),居住地以大台北地區居多(36.8%),月收入以新台幣20001至40000元居多(27.9%)。觀光特性方面,同遊伴侶以親戚家人居多(51.1%),觀光資訊來源以旅行社居多(35.3%),觀光天數以9至11天居多(55.3%),觀光花費以新台幣60001至80000元居多(39.4%)。實證研究得知國人赴俄羅斯觀光行為模式中,觀光意象正向及顯著的直接影響觀光品質,並且間接的影響觀光滿意度與行為意圖。觀光效益正向及顯著的直接影響觀光品質和觀光滿意度,並且間接的影響行為意圖。觀光品質正向及顯著的直接影響觀光滿意度,並且間接的影響行為意圖。觀光滿意度正向及顯著的直接影響行為意圖。但觀光風險對滿意度及行為意圖的影響均不顯著。本研究利用修改「意象-品質-滿意-行為」的理論模式,可有效的建構及預測國人赴俄羅斯觀光行為模式。
英文摘要 This study assessed the tourists’ population structure, tourism characteristic, and constructed the behavioral model using latent variables of tourism image, tourism benefits, tourism risk, service quality, satisfaction, behavior intention of tourist from Taiwan to Russia. A total of 415 questionnaires were administered from March to August 2005, six respondents refused to answer and four questionnaires were invalid owing to being incomplete, leaving a total of 405 valid questionnaires. The descriptive statistics of socio-demographic was analyzed by SPSS 12.0. The confirmatory factor analysis and structural equation model analysis were analyzed by LISREL 8.52 for windows. All the parameters were estimated by Maximum Likelihood Estimation. Mainly descriptive findings were as follows: respondents were 64.0% women; 24.7% aged from 41 to 50 years old; 51.1% unmarried. Empirical results indicated that tourism image affected the service quality and satisfaction directly and affected behavior intention indirectly. Tourism benefits affected the service quality and satisfaction directly and affected behavior intention indirectly. Service quality affected the satisfaction directly and affected behavior intention indirectly. Satisfaction affected the behavior intention directly. However, tourism risk did not affect the satisfaction and behavior intention significantly.
論文目次 目錄
第一章 緖論………………………………………………… 1
第一節 研究背景與動機………………………………………… 1
第二節 研究目的………………………………………………… 6
第二章 文獻探討與假設建立……………………………… 7
第一節 俄羅斯的觀光資源……………………………………… 7
第二節 俄羅斯的觀光概況…………………………………….. 12
第三節 影響俄羅斯觀光旅遊的因素………………………….. 15
第四節 觀光旅遊行為理論…………………………………….. 20
第五節 意象、品質、滿意、行為理論……………………….. 25
第六節 遊後行為……………………………………………….. 31
第三章 研究方法………………………………………….. 34
第一節 研究架構與研究流程………………………………….. 34
第二節 問卷設計與研究變數………………………………….. 36
第三節 抽樣設計……………………………………………….. 39
第四節 問卷預試……………………………………………….. 40
第五節 問卷調查……………………………………………….. 46
第六節 統計分析……………………………………………….. 48
第四章 結果……………………………………………….. 50
第一節 樣本結構與旅遊特色………………………………….. 50
第二節 測量模式檢定………………………………………….. 53
第三節 整體模式評估………………………………………….. 56
第四節 模式預測與假設檢定………………………………….. 58
第五章 討論……………………………………………….. 60
第一節 人口屬性與觀光特性………………………………….. 60
第二節 行為模式之評論……………………………………….. 63
第六章 結論與建議……………………………………….. 67
第一節 結論…………………………………………………….. 67
第二節 對國內旅行業者的建議……………………………….. 69
第三節 對俄國政府的建議…………………………………….. 70
第四節 後續研究的建議……………………………………….. 72
參考文獻…………………………………………………….. 73
附錄一……………………………………………………….. 83
附錄二……………………………………………………….. 86
圖表目錄
表1 台灣-俄羅斯之航班資訊………………………………………. 2
圖1 國人赴俄羅斯觀光客成長圖……………………………………. 2
圖2 理性行為理論…………………………………………………... 23
圖3 計畫行為理論…………………………………………………... 24
圖4 國人赴俄羅斯觀光行為模式研究架構圖……………………... 34
圖5 研究流程圖……………………………………………………... 35
表2 項目分析表……………………………………………………... 40
表3 預試受訪觀光客基本資料……………………………………... 44
表4 國人赴俄羅斯觀光行為模式研究之問卷調查………………... 46
表5 受訪觀光客基本資料…………………………………………... 51
表6 受訪觀光客觀光特性…………………………………………... 52
表7 因素負荷量、T值、平均變異抽取量與組成信度……………... 54
表8 國人赴俄羅斯觀光行為模式之研究…………………………... 57
表9 國人赴俄羅斯觀光行為模式路徑分析之各項效果…………... 59
表10 俄羅斯觀光與出國觀光之比較………………………………... 60
表11 俄羅斯觀光與國內觀光之比較………………………………... 61
表12 俄羅斯與美國、日本與香港觀光之比較……………………… 61
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Woodside, A. G., & Sherrel, D. (1977). Traveler evoked, inept, and inert sets of vacations.
Journal of Travel Research, 18(4), 14-18.
Woodside, A. G., & Lysonski S. (1989). A general model of traveler destination choice.
Journal of Travel Research, 28(4), 8-14.
網路資料
中華民國交通部觀光局(http://202.39.225.136/indexc.asp 2005/10/1)
中華民國對外貿易協會(http://www.taitra.com.tw/ 2005/08/25)
外交部領事事務局資訊網(http://www.boca.gov.tw 2005/07/28)
台灣血液基金會(http://www.blood.org.tw 2005/10/1)
Federal Tourism Agency of RF(http://www.russiatourism.ru 2005/12/10)
World Tourism Organization(http://www.world-tourism.org 2005/06/25)
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