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    题名: 宗教的涉入程度對宗教之旅的旅遊動機、旅遊意象與旅遊效益間關係調節效果之研究－以佛光山為例
    其它题名: A STUDY OF MODERATING EFFECT ON THE RELIGIOUS INVOLVEMENT IN THE TOURIST'S TOURISM MOTIVATION OF RELIGIOUS TRAVEL, TOURISM IMAGE AND TOURISM BENEFIT--TAKE FO GUANG SHAN AS AN EXAMPLE
    作者: 廖献鎰
    Liao, Hsien-yi
    貢獻者: 旅遊事業管理學系碩士班
    丁誌魰
    Chih-wen Ting
    关键词: 宗教旅遊;旅遊動機;旅遊意象;旅遊效益;涉入程度
    Traveling Benefit;Traveling Motivation;Involvement;Traveling Image;Religious Trip
    日期: 2010
    上传时间: 2015-03-13 12:00:30 (UTC+8)
    摘要: 　　本研究旨在探討宗教的涉入程度對宗教之旅的旅遊動機、旅遊意象與旅遊效益三者間影響關係之調節效果。研究對象是以到高雄佛光山的遊客為主，共獲得有效樣本520份，經由描述性統計、驗證性因素分析及結構方程分析，結果顯示遊客對於到佛光山的旅遊動機，以「感受宗教莊嚴寧靜氣氛」最為強烈；對佛光山的意象則以「莊嚴的佛像」最為深刻，而旅遊效益方面以「可以得到精神寄託，讓心靈平靜」為最大收穫。　　　由旅遊動機、旅遊意象與旅遊效益的路徑分析得知，除了休閒調劑、人際社交、宗教文化偏好及宗教心靈感受的旅遊動機對佛光山的旅遊意象有顯著影響外，其餘皆不顯著。而不同的旅遊動機及旅遊意象也會產生不同的旅遊效益，而非全部旅遊動機都會有相同的旅遊效益。　　　另由研究結果發現，宗教的涉入程度會在旅遊動機、旅遊意象與旅遊效益三者關係間產生調節作用。「低涉入組」遊客到佛光山旅遊主要是偏向旅遊觀光和休閒放鬆，對環境景觀與宗教活動有深刻的意象，得到的效益是在心理、生理與社交層面；而「高涉入組」遊客的旅遊動機主要是感受宗教氣息與心靈體驗，對環境景觀的意象深刻，而得到的效益主要是在宗教學習、心理與社交層面。研究結果可提供給佛光山寺參考，作為未來相關措施的依據。
    　　This study focuses how moderating effect on the religious involvement to the tourist's tourism motivation of religious travel, tourism image and tourism benefit. The results of descriptive statistics, confirmatory factor analysis and structural equation model manifest that ＂experiencing the solemn peaceful atmosphere of Fo Guang Shan＂ is most visitor's traveling motivation; ＂the solemn Buddhist statue＂ is the most impressive image of Fo Guang Shan and ＂Finding spiritual commitment and making the mind peaceful＂ is most chosen as the traveling benefit.　　　By path analyzing traveling motivations, traveling images and traveling benefits, we can learn about that except for ＂entertaining＂, ＂promoting interpersonal relationships＂, ＂following religious culture's preference＂ and ＂getting religious spiritual experience＂, other traveling motivations don't affect much on the traveling image of Fo Guang Shan. Different traveling motivations and traveling images result in different traveling benefits, not all traveling motivations results in the same traveling benefit.　　　Another study result shows that the involvement of religious can create control effects among the motivation in tourism, tourism image and tourism benefits .Low involvement group tour visitors to For Guang Shan are intend to tourism and leisure relaxation.They have impressive image on environmental landscape and religious activities, the benefits they get are psychological, physiological and social aspects. High involvement group tourists' motivation are primarily religious and spiritual experience.They also have an impressive image and get the benefit from religious studies psychological and social aspects.The results can provide reference to the For Guang Shan Temple, the relevant measures as the basis for the future.
    显示于类别:[旅遊管理學系(旅遊管理碩士班)] 博碩士論文-旅遊管理碩士班

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