- 期刊
桃米社區觀光客旅遊行為特徵、心理動機和對目的地形象知覺之研究
A Study on the Travel Behavior, Psychological Motivations, and Destination Image of the Tourists of Tau Mi Community, Nantou
摘要
本研究目的在分析桃米社區遊客心理動機及對目的地形象知覺之反應情形，此外要瞭解不同人口統計變項之心理動機及對目的地形象知覺之差異。本研究採問卷調查方式，針對到桃米社區從事旅遊者為對象，採定點便利取樣法的方式進行，共計獲得有效問卷337份。所得資料經描述統計、t考驗、單因子變異數分析以及相關分析後，計得到下列重要發現：一、到桃米社區從事觀光者以女性較多，大多數已婚有小孩，職業多為學生，年齡以31~40歲者及大學院校教育程度者居多，且大多居住在中部。二、遊客大部分為初次前來，且自行開車前往居多，旅遊資訊來源大多為有來過桃米社區之親朋好友推薦，同行人數以2~5人居多，停留時間以半天為主，大多會前往其他附近景點，遊客對生態社區認知為普通。三、在心理動機方面，遊客對「舒解身心、接近大自然」之反應平均數最高；在目的地形象知覺方面，遊客對「該社區是個可放鬆心情的地方」之反應平均數最高。四、性別、年齡、婚姻狀況及教育程度有顯著差異存在，且會影響「基礎建設與社會經濟環境」、「身體動機」、「氛圍」及「瞭解動機」等構面。五、「心理動機」與「對目的地形象知覺」二變項之間有顯著正相關存在。根據研究結果，本研究不僅提出可做為地方公民營觀光、旅遊、教育或文化等單位，規劃社區觀光參考的策略，亦提出後續研究時的建議。
並列摘要
The study aimed to explore the psychological factors and perceived image of a tourist destination for tourists visiting Tau-Mi community, and the differences in psychological motivation and destination image by different demographic samples. The study used questionnaire survey to gather information from respondents, who are tourists in Tau-Mi community. A total of 299 effective questionnaires were available. Based on the analyses of descriptive statistic, t test, one-way analysis of variance (ANOVA) and correlation analysis, the following results were presented: 1. Most tourists were married female of 31~40 years old, and had children. Most tourists had graduated from university, and lived in midland of Taiwan. 2. Most tourists visited Tau-Mi community first time and drove cars by themselves. Their tour information mostly came from friends and relative, who had visited Tau-Mi community before. The number of tourists' partners is among two to five people. Most tourists waited half-day in Tau-Mi community, and then went to other neighbor spots. 3. On the aspects of psychological factors, the responsive average values of the item, ”relaxed and natural”, is highest. On the aspects of destination image, the responsive average values of the item, ”this community is a good place to relax”, is highest. 4. On the aspects of population statistics variables, the gender, age, marital status and education level will affect the ”infrastructures and socioeconomic environment”, ”physical motivations”, ”atmosphere” and ”realization motivations”. 5. There is a significantly positive correlation between psychological motivation and destination image. This study provided some suggestions concerning tourism management for local tour businesses and organizations in Tau-Mi community, the study proposed some recommendations for the future study.