健康概念、旅遊意象、知覺價值與滿意度之研究－以奧萬大國家森林遊樂區為例

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Title:	健康概念、旅遊意象、知覺價值與滿意度之研究－以奧萬大國家森林遊樂區為例
Other Titles:	A STUDY OF THE RELATIONSHIP AMONG HEALTHY CONCEPTS, TOURISM IMAGE, PERCEIVED VALUE AND SATISFACTION--A CASE OF AOWANDA NATIONAL FOREST RECREATION AREA
Authors:	黃舒涵 Huang, Shu-han
Contributors:	企業管理系管理科學碩博士班莊鎧溫
Keywords:	知覺價值;旅遊意象;健康概念;滿意度 Healthy Concepts;Perceived Value;Tourism Image;Satisfaction
Date:	2012
Issue Date:	2015-01-06 15:58:40 (UTC+8)
Abstract:	隨著台灣的經濟發展，國人的國民所得及生活水準提高，台灣自90年開始全面實施周休二日加上受到全球化的影響，掀起了一波旅遊風潮。旅遊已經不單單只是享樂主義，更是最直接的文化體驗。　　　本研究是針對奧萬大國家森林遊樂區旅遊遊客為對象，採用問卷調查，當面請遊客在體驗的同時，填答問卷，在372份有效樣本中，利用描述性統計分析、因素分析、信度分析、獨立樣本T檢定、變異數分析、相關分析、迴歸分析等探討健康概念、旅遊意象、知覺價值與滿意度之相互影響關係。結論如下：1. 研究發現旅遊意象、知覺價值、滿意度三者之間均顯著相關；健康概念、知覺價值、滿意度三者之間均顯著相關。2. 分析旅遊意象與知覺價值對滿意度的關聯性，發現旅遊意象對知覺價值部分顯著影響、旅遊意象對滿意度的部分顯著影響、知覺價值對滿意度的顯著影響得到支持；知覺價值對旅遊意象與滿意度具中介效果。3. 分析健康概念與知覺價值對滿意度的關聯性，發現健康概念對知覺價值的部分顯著影響、健康概念對滿意度的部分顯著影響；知覺價值對健康概念與滿意度具中介效果。　　Along with the development of Taiwan economic, there are the increases of National Income and the standards of living, because of the globalization and two days off a week since 2001, it raises the trend of travel in Taiwan. Tourism has not only just hedonismis that the most direct cultural experience.　　　The study started with questionnaires, requesting the tourists who visited the Aowanda National Forest Recreation Area to fill up the questionnaires which is related to tourism activities at the same time. Among the 372 valid questionnaires descriptive statistics analysis samples、factor analysis、reliability analysis、independent samples t test analysis varieties of analysis, one way ANOVA、correlation analysis 、regression analysis ,etc., are used to investigate the life style, healthy concepts, tourism image, perceived value and satisfaction. Result of study is as follows：1. Study found that tourism image, Perceived Value, and Satisfaction were significantly correlated between the three. Study found that healthy concepts Perceived Value, Satisfaction were significantly correlated between the three.2. To analyze the correlation among tourism image, perceived value, and Satisfaction. The result reveals that tourism image has part of significant effect perceived value and satisfaction. Besides, perceived value has much influence on satisfaction as well. In other words, perceived value has a mediating effect on tourism image and satisfaction.3. To analyze the correlation among healthy concepts, perceived value, and Satisfaction. The result reveals that healthy concepts have part of significant effect perceived value and satisfaction. Besides, perceived value has much influence on satisfaction as well. In other words, perceived value has a mediating effect on healthy concepts and satisfaction.
Appears in Collections:	[Department of Business Administration, Master/Ph.D Program in Management Sciences] Disserations and Theses(Master and Doctoral Program in Management Sciences)

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