臺灣民眾對澎湖觀光意象、旅遊阻礙及旅遊動機之研究

本研究主要目的是：一、比較不同人口統計變項之臺灣民眾對澎湖的觀光意象、旅遊阻礙及旅遊動機的差異。二、探討臺灣民眾對澎湖的觀光意象及旅遊阻礙對其旅遊動機的預測情形。本研究是以臺灣民眾為研究對象，共獲得有效問卷558份。每位受試者均予以施測「觀光意象量表」、「旅遊阻礙量表」及「旅遊動機量表」。所得資料以獨立樣本t考驗、獨立樣本單因子變異數分析、多元逐步迴歸分析進行各項統計分析。本研究的重要結果為：一、不同教育程度及每月收入之臺灣民眾對澎湖觀光意象有差異存在。二、不同年齡及教育程度之臺灣民眾對澎湖旅遊阻礙有差異存在。三、不同性別及教育程度之臺灣民眾對澎湖旅遊動機有差異存在。四、臺灣民眾對澎湖的觀光意象及旅遊阻礙可以有效預測其對澎湖的旅遊動機。結論：不同人口統計變項之臺灣民眾在觀光意象、旅遊阻礙及旅遊動機都有部分構面有差異存在；不同行為階段之臺灣民眾在觀光意象、旅遊阻礙及旅遊動機的部分構面有差異存在；臺灣民眾的觀光意象及旅遊阻礙的部分構面可以有效預測其旅遊動機。

關鍵字

性別；年齡；教育程度

並列摘要

The purposes of this study were: 1. to compare the differences of tourism image, trip obstruction, and trip motivation to Penghu by Taiwan people with different demographic variables, and 2. to explore the predictions of tourism image, trip obstruction, and trip motivation to Penghu by Taiwan people. Taiwan people were used as the subjects in this study. All the subjects were administered by ＂Tourism Image Inventory＂, ＂Trip Obstruction Inventory＂, ＂Trip Motivation Inventory＂, and ＂Behavioral Stage Questionnaire＂. The collected data were analyzed by t-test (independent), one-way ANOVA (independent), and multiple stepwise regression analysis. The important results were as the following: 1. There were differences of tourism image to Penghu for Taiwan people with different educational degree and each month income. 2. There were differences of trip obstruction to Penghu for Taiwan people with different age and educational degree. 3. There were differences of trip motivation to Penghu for Taiwan people with different gender and education degree. 4. Taiwan people's tourism image and trip obstruction could predict the trip motivation to Penghu. Conclusion: There were differences existed in part of the facets of tourism image, trip obstruction, and trip motivation to Penghu for Taiwan people with different demographic variables . Part facets of Taiwan people's tourism image, and trip obstruction could effectively predict their trip motivation.