大學觀光系學生參與海外實習之實習認知、實習體驗與學習滿意度對於學校行銷之關聯性研究

少子化問題，導致部分學校嚴重面臨招生不足的危機，也影響高教資源運用的效益。面對少子化的現象，大專校院的轉型與發展，有各種不同的建議，其中建立學校及系科特色，培育面對全球化與地方發展的新世代人才，是一項固本的策略。本研究採問卷調查方式，針對參與新南向學海築夢計畫的學生，以量化研究方式，分析學生參與海外實習的實習認知、實習體驗與學習滿意的關聯性，並據以探討學校相關科系以海外實習做為特色行銷的可能性，以做為學校行銷的論述基礎。研究結果發現，海外「職場實習因素」的實習認知是滿意度的重要關鍵，若能妥善安排實習環境、職前訓練及良好的心理建設與主管鼓勵，是學生參與海外實習滿意的基礎；此外，事前的實習說明建立的實習認知及實際的海外實習體驗，均與各項的滿意度有顯著正相關性。學生認為海外實習可做為系科「經營特色」，來加以進行學校行銷，卻不必將海外實習列為「必修課程」。

關鍵字

學校行銷；體驗行銷；海外實習；實習認知；滿意度

並列摘要

The problem of declining birthrates has caused some schools to seriously face the crisis of insufficient enrollment; it also affected the effectiveness of the use of higher education resources. Facing the phenomenon, there are various suggestions for the transformation and development of universities. It is an internal strategy that to educate students hold these talents facing globalization and local development. This study uses questionnaire surveys and quantitative methods to analyze the correlation between students' internship cognition, internship experience and learning satisfaction in overseas internships. The results of the study found that the students' cognition in overseas internship of ＂workplace factors＂ is an important key to satisfaction. The internship cognitions and internship experiences have a significant positive correlation with the satisfaction of each item. However, overseas internships can be used as a ＂management feature＂ of the department to conduct school marketing, but overseas internships do not have to be listed as ＂required courses.＂