Japanese high-school trips to Taiwan: Students' satisfaction and perceptions of Taiwan

日本高中生赴台灣畢業旅行－學生之滿意度與台灣形象－

佐藤和美(Kazumi Sato)

《逢甲人文社會學報》 32期 (2016/06) Pp. 179-207

摘要

本文針對赴台的日本畢業旅行，考察高中生對畢業旅行滿意度與台灣形象。由於學生缺乏對台灣的認識，equity模型、norm模型、期待－非確認模型等不適用於說明日本高中生對赴台旅遊的動機強度與滿意度。然而，perceived performance 模型很適合此情況，因為學生在沒有事先預期的情況下，經由自身經驗感到滿意並產生對台灣的正面印象。在學生對台灣持有的各式正面與負面印象之中，台灣人的親切讓學生印象深刻，並大幅提高了滿意度。感情面、情緒面的因素對旅遊滿意度的影響大幅超越了理性因素。滿意度高的遊客不僅會將此經驗傳達給其他人，自身也可能舊地重遊。因此觀光與旅行(T & T)在加強國外旅客眼中的台灣形象扮演重要角色，此形象將構成國家的軟實力之一。

關鍵字

日本高中生海外畢業旅行 ； 台灣觀光旅行競爭力 ； 遊客滿意度 ； 國家形象

並列摘要

This paper focuses on Japanese high-school trips to Taiwan and explores the students ' satisfaction and perceptions of Taiwan. The pilot and plenary surveys indicated that the Japanese high -school students had little knowledge about Taiwan. Because of the students' scant empirical knowledge about Taiwan, the equity model, norm theory and expectation-disconfirmation model could not explain their motivation and satisfaction. However, the perceived performance model is well suited for this context, because the students perceived satisfaction and positive images of Taiwan through actual experiences without much expectation. Along with all the positive and negative rational factors, positive impressions of the friendliness of the Taiwanese impressed the students and greatly raised their levels of satisfaction. The friendliness of locals significantly compensated for some negative impressions. Emotional or affective factors weighted more heavily than rational factors in travelers' degree of satisfaction. Satisfied tourists tend to communicate their positive experiences to others and also tend to revisit repeatedly. Tourism and travel (T&T) policies thus play an important role in reinforcing the national image envisioned by foreign travelers, an image which, in turn, can become a national soft power. Whether these students will revisit Taiwan with their families in the future depends on their satisfaction during their school trips. The implications of foreign school trips should not be underestimated in T&T policy-making.

並列關鍵字

Japanese high-school trips abroad ； T&T competitiveness of Taiwan ； travelers' satisfaction ； national image

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