民眾旅遊動機、旅遊意象與旅遊效益之研究-以日本地區為例

本研究旨在探討民眾旅遊動機、旅遊意象與旅遊效益之研究，並以日本地區為旅遊目的地，採便利抽樣進行問卷發放，共計發放410份，有效回收問卷為400份，有效回收率為97.5%。資料分析方法包括描述性統計分析、獨立樣本 t 檢定、單因子變異數分析與迴歸分析。研究結果發現，受測者女性多於男性；年齡31-40歲者最多；教育程度以大學（大專）最多；婚姻狀況以未婚最多；居住地以中部最多；月收入以40,001以上者最多；職業方面為工商服務業者人數最多；旅遊地方面東京地區為最多人次；到訪次數方面以四次以上最多。民眾在不同背景變項在旅遊動機與旅遊體驗中，具有顯著差異存在；民眾的旅遊動機對旅遊意象具有顯著正向影響；民眾的旅遊動機對旅遊效益有顯著正向影響；民眾的旅遊意象對旅遊效益有顯著正向影響。依據本研究結果提出以下建議：旅遊業者在設計行程時可以增加當地美食與特色小吃的介紹，設計以美食為主軸的旅遊行程，進而吸引更多客群購買旅遊行程。

關鍵字

旅遊動機；旅遊意象；旅遊效益

並列摘要

This study predicts and discusses public tourism motivation, tourism imagery and tourism benefits, and uses Japan as a tourist destination, and uses convenient sampling for sample distribution. A total of 410 copies are distributed. The effective return questionnaire is 400, and the effective recovery input is 97.5%. Data analysis methods include descriptive statistical analysis, independent sample t test, single factor variance analysis and regression analysis. The results of the study found that more women than men were tested; those aged 31-40 were the most; the degree of education was most college (college); the marital status was the most unmarried; the place of residence was the most in the middle; the monthly income was more than 40,001; the occupation In terms of business services, the number of business people is the largest; in the tourist area, Tokyo is the most frequented; in terms of visits, the number is more than four. There are significant differences between people in different background variables in tourism motivation and tourism experience; people's tourism motivation has a significant positive effect on tourism image; people's tourism motivation has a significant positive effect on tourism benefits; people's tourism image has Tourism benefits have a significant positive impact. Based on the results of this study, the following suggestions are made: when designing itineraries, tourism operators can increase the introduction of local delicacies and specialty snacks, design tourism itineraries with food as the main axis, and then attract more customers to purchase itineraries.