| 摘要: | 近年來，越南旅遊業得到了快速發展，旅遊業己經成為越南經濟社會增長的主要因素之一。在全國旅遊業蓬勃發展的背景下，峴港市的旅遊業也得到了快速發展，無論是在數量還是在質量方面都在不斷地提升。目前旅遊業已被認為是峴港市的支柱產業之一，峴港市已經和正在成為吸引諸多國內外遊客的旅遊勝地。赴峴港市旅遊的東北亞區域遊客量迅速增加為該市帶來很多經濟利益。 本研究旨在探討遊客的人格特質、旅遊偏好、旅遊意象、旅遊效益與行為意向等變數之關係及影響。本文採問卷調查法進行資料蒐集，使用SPSS18統計套裝軟體作爲分析工具，以描述性統計分析、信效度分析、t檢定、單因子變異數分析、迴歸分析等進行統計分析，並以國内外遊客在峴港市旅行為對象。 研究發現：人格特質以“外向性”的傾向居多；而旅遊偏好以“自然生態”的傾向居多；旅遊意象以“景觀意象”最高；旅遊效益以“社交效益”最大與行爲意向多數遊客都想優先考慮到峴港旅遊，同時也向親朋好友推薦到峴港市。此外，不同“性別”、“年齡”、“職業”、“收入”、“居住”在旅遊意象、旅遊效益與行爲意向上有顯著差異。來峴港旅行國内外遊客的不同人格特質與旅遊偏好有正向顯著性影響；旅遊偏好與旅遊意象對旅遊效益有正向顯著性影響及旅遊效益對行為意向有正向顯著性影響。
In recent years, Vietnam's tourism industry has developed rapidly, and tourism has become one of the main factors for Vietnam's economic and social growth. Under the background of the booming tourism industry in the country, the tourism industry in Da Nang City has also developed rapidly, both in terms of quantity and quality. At present, the tourism industry has been regarded as one of the pillar industries of Da Nang City. Da Nang City has been and is becoming a tourist attraction that attracts many domestic and foreign tourists. The rapidly increasing number of tourists from Northeast Asia to Da Nang has brought many economic benefits to the city. The purpose of this study is to explore the relationship and influence of tourists' personality traits, tourism preferences, tourism images, tourism benefits, and behavioral intentions. This article uses questionnaires to collect information, and uses the SPSS18 statistical suite software as an analysis tool to perform statistical analysis using descriptive statistical analysis, reliability and validity analysis, t test, single factor analysis, regression analysis, etc., and domestic and foreign tourists for travel in Da Nang City. The study found that: personality traits tend to be ＂Extraversion＂; tourism preferences tend to be ＂Natural ecosystems＂; tourism images are most ＂Landscape image＂; tourism benefits are based on the ＂Social＂ and behavioral intentions are the most tourists want priority is given to tourism in Da Nang, and it is also recommended to family and friends to Da Nang. In addition, different ＂gender＂, ＂ages＂, ＂occupation＂, ＂income＂ and ＂residence＂ had significant differences in tourism images, tourism benefits and behavioral intentions. The different personality traits of domestic and foreign tourists who come to Da Nang positively correlated with their tourism preferences; tourism preferences and tourism images positively correlated with their tourism benefits; tourism benefits positively correlated with their behavioral intentions. |
