目的地意象前因與後果－以日本旅遊為例

Antecedents and Consequences of Destination Image – Culture Tourism in Japan.

張家綺(CHIA-CHI CHANG)

指導教授 ： 蔡坤宏 ； 游志青

國立臺北大學/商學院/企業管理學系/碩士(2016年)

摘要

在全球化的時代，人們來往於各個國家、城市間已是相當普遍的行為。在旅途中，人們總會被當地獨特的氛圍所深深吸引，而留下美好且令人著迷的心裡印象。然而，這些感知往往需要當地特定樣貌的真實呈現以及人們親身參與並尋覓箇中之美，才能為此感動不已並懷著能再度踏訪此地的心情。
　　本研究以日本文化觀光為例，旨在探討人們在遊歷日本，返台後是否對當地仍保有美好印象，而願意再次前往。因此，本文針對當地分別探討目的地意象、地方依附、行為意圖、知覺價值、仿實性，這五項變數之間是否存在顯著的影響關係，同時，加入從眾行為及關東與近畿地方作為調節變數。此外，採用便利性抽樣的方式，針對曾赴日本的臺灣旅客進行問卷調查，以蒐集研究所需要的資料，期許現今觀光產業逐漸興起的臺灣，能對讓人們引起共鳴之文化風情做進一步的體悟與保存。

關鍵字

旅遊 ； 目的地意象 ； 地方依附 ； 重遊意圖 ； 從眾行為

並列摘要

Globalization makes it a fairly common behavior for people to come around between countries and cities. People are always fascinated in the local unique atmosphere that may leave a beautiful and fascinating impression in people’s mind. However, these perceives are often showed by the real appearance of local and personal involvement in presenting and looking for beauty in that they can be deeply moved and willing to revisit here again.
　　This takes Japan Culture Tourism as the example and aims to explore whether people’s traveling in Japan will still retains a good impression on local after returning to Taiwan, and whether they are willing to revisit. Therefore, this paper focuses on exploring the relationships among destination image, place attachment, behavioral intention, perceived value, and authenticity. Simultaneously, adding “Conformity Behavior”, “KANTO-region” and “KANSAI-region” in this paper for moderators. In addition, using convenience sampling method and surveying Taiwan visitors who have been to Japan in order to gather information for this research. Hoping today's tourism industry will gradually rise in Taiwan, and being able to make people resonate with the culture and customs which cause a further experience and preservation.

並列關鍵字

tourism ； destination image ； place attachment ； revisit intention ； conformity behavior

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