日本觀光客來台重遊意願之研究：探討觀光措施、目的地選擇因素、目的地意象及滿意度之關係

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题名:	日本觀光客來台重遊意願之研究：探討觀光措施、目的地選擇因素、目的地意象及滿意度之關係 The Influence of Tourism Policy on the Destination Image and Visit Intention of Japanese Tourists
作者:	陳鵬洲
贡献者:	觀光事業學系觀光休閒事業管理碩士在職專班
关键词:	觀光政策日本觀光客旅遊目的地選擇 tourism policy Japanese tourist travel destination choice
日期:	2015
上传时间:	2016-02-24 13:21:20 (UTC+8)
摘要:	觀光產業為台灣現階段經濟發展之領航性服務業之一，觀光政策則是政府發展觀光產業重要的推動力，為了爭取國際觀光客到台灣旅遊創造更多的外匯收入，政府從2002年至2015年間陸續推動各項觀光政策，為台灣帶來大批的觀光旅遊人潮和外匯收入。日本觀光客是台灣發展觀光產業重要的旅客來源，本研究為探討日本觀光客來台旅遊之重遊意願，利用問卷調查方式進行研究調查，樣本分析方法則採用描述性分析、變異係數分析、探索性因素分析、信度分析、獨立樣本t檢定、單因子變異數分析，並以迴歸分析來檢測各構面之影響關係。研究結果發現，觀光政策對於日本觀光客之旅遊目的地選擇、目的地意象、滿意度與重遊意願均具有顯著影響，研究結果將可提供予後續研究者作為參考，在實務上則可作為政府觀光推廣部門與飯店、餐飲、旅遊業者在發展觀光與提升旅遊服務品質，及基礎環境設施改善之行銷策略與參考數據。 Tourism is one of leading industry in service industry to Taiwanese economic development now. For the sake of striving for more international tourist to Taiwan and creating more foreign exchange earnings, tourism policy is an important driven force to the development of tourism industry for government. Several tourism policies has been implemented by Taiwanese government from 2002 to 2015 and created considerable amount of tourist and foreign exchange earnings. Japanese tourist is an important source for the development of Taiwanese tourism industry, This study is to analyze the effect of tourism policy on the choosing factor of Japanese tourist to Taiwan. This study use questionnaire survey to start the investigation. Apply descriptive statistic analysis, ANOVA, exploratory factor analysis, reliability analysis, independent sample t-test, one-way analysis of variance and regression analysis to exam the effect on each face. The result of this study is that tourism policy has a significant effect on the travel destination choice, the image of destination, satisfaction, and revisit intention to Japanese tourist to Taiwan. Hope the result of this study could practically be a marketing strategy reference to government and for folwing research. To attract more Japanese tourist chose Taiwan as their travel destination, upgrade the quality of tourism services and environment according to tourist’s requirement.
显示于类别:	[觀光事業學系暨研究所 ] 博碩士論文

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