策略聯盟所營造的觀光意象對遊客態度影響之研究

A Study of Tourists' Attitudes are Influenced by the Tourism Image Created via Strategic Alliance

朱永蕙(Yung-Hui Chu) ； 鍾政偉(Cheng-Wei Chung)

《餐旅暨家政學刊》 2卷3期 (2005/09) Pp. 353-368

https://doi.org/10.6572/JHHE.2(3).3

摘要

在觀光領域的研究中，意象的概念常被運用在旅遊目的地的行銷以及解釋遊客目的地選擇之研究上，故本研究欲瞭解遊客對於清境農場與統一集團聯盟關係所營造之觀光意象爲何，亦期望有助於休閒農場經營者釐清遊客之實質需求，以創造政府、企業與遊客三贏之局面。本研究選定清境農場作爲研究基地，並於旅遊服務中心，針對現地遊客進行問卷調查，並配合統計分析以了解受訪者對於清境農場與統一企業聯盟後所營造之觀光意象抱持態度爲何。利用有效問卷441份，透過卡方檢定發現受訪者的個人屬性與其旅遊特性間具有顯著差異。運用因素分析，將觀光意象萃取成「宣傳口碑」、「服務品質」、「整體規劃」、「策略聯盟關係」、「口碑效果」等5項因素，而態度構面分爲認知、情感、自我重遊意願與向他人推薦意願等四項，再以多因子變異數分析研究發現遊客個人屬性及旅遊特性對於觀光意象與遊客態度具有顯著差異。最後本研究利用多元迴歸分析檢測觀光意象與遊客態度之間的相關關係，結果顯示，此5項意象因素的評值對於遊客認知、情感、自我重遊意願與向他人推薦意願之態度皆爲正向關係。

關鍵字

遊客態度 ； 觀光意象 ； 策略聯盟

並列摘要

In the field of tourism studies, the concept of image is often related to the studies of tourist destinations marketing and tourists' behavior research. Whether the result of image has positive influence and actual assistance of tourist destinations or not will be discussed in this paper. The purpose of this study does not only examine tourists' attitude towards the image of Chingjing Farm and Uni-President's strategic alliance but also hopes to clarify the actual needs of the tourists. This research aims to create the triple-win situation of the government, enterprise, and tourists' harmony. This study took Chingjing Farm as the research location, and selected the tourists who are in the tourist service center to do the questionnaires. Make use of statistics analysis to find out tourist's attitude towards to the tourism image after the strategic alliance between Chingjing Farm and Uni-President. Make use of 441 effective questionnaires, and then take the Chisquare-test analysis to evaluate the difference between tourist’s personal characteristics and tourist experience. Besides, using factor analysis to extract five main factors of tourism image, five factors are renamed as ”public word of mouth”, ”service quality”, ”entire scheme”, ”strategic alliance relationship” and ”effect word of mouth.” Tourist' attitude contains cognition, affection, personal revisiting willingness, and recommending willingness. Then use MANOVA analysis to examine personal characteristics and the difference tourist's experience toward tourism image and tourists' behavior. Finally this study makes use of Multiple Regressio analysis to examine the relationship between tourism image and tourist’ attitude. The result reveals that the main five factors of tourism image have positive affection on tourist' cognition, affection, personal revisiting willingness and the recommending willingness. So it was known that tourism image has certain affection of tourist' attitude.

並列關鍵字

Leisure farming ； strategic alliance ； tourism image ； tourist's attitude

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