外籍生對台灣旅遊意象、旅遊體驗及行為意向之研究

Travel Image, Travel Experience and Behavior Intention Studies of International Students in Taiwan

林雅茵(Ya-Yin Lin) ； 許勝程(Sheng-Cheng Hsu) ； 徐永億(Yung-Yi Hsu)

《運動與遊憩研究》 11卷4期 (2017/06) Pp. 59-77

https://doi.org/10.29423/JSRR.201706_11(4).0005

摘要

本研究旨在探討外籍生對臺灣旅遊意象、旅遊體驗行為意向之現況與關係，採用問卷調查法共計發放500 份問卷，獲得有效問卷462 份。以描述性統計、單因子變異數分析、皮爾森積差相關、多元逐步迴歸等統計方式進行分析。其研究結果如下：一、旅遊意象、旅遊體驗與行為意向平均得分高，分別為「旅遊意象」得分為4.01、「旅遊體驗」得分為3.87、「行為意向」得分為4.18。二、外籍生背景變項中，國籍在旅遊意象上達顯著差異。國籍、學歷、旅遊次數及旅遊同伴等在旅遊體驗達顯著之差異。國籍及旅遊次數在行為意向達顯著之差異。三、旅遊體驗與行為意向各層面皆達顯著正相關；而旅遊意象中自然景觀、設施及品質與價格在行為意向上達顯著正相關。本研究針對其研究結果提出相關之建議如下：訂定學生票價策略、製作環島路線圖、針對外籍生舉辦認識臺灣相關活動講座及發行各縣市觀光套票。

關鍵字

外籍學生 ； 意象 ； 旅遊體驗 ； 重遊意願

並列摘要

The purpose of this study is to exploring the current travel image, travel experience and behavioral intention in international students. This study adopted questionnaire survey and distributed 500 questionnaires with 462 valid ones collected. For descriptive statistic, one-way ANOVA, Pearson product-moment correlation, and multiple regression analysis were used to analyze those questionnaires. The study results are listed below: 1. The average score of the travel experience and behavioral intention are high. travel image is 4.01, travel experience is 3.87 and behavioral intention is 4.18. 2. In the variables of the international students in the country of citizenship have significant difference with travel image. country of citizenship, education background, travel frequency and travel companion have significant difference with travel experience. country of citizenship and travel frequency have significant difference with behavioral intention. 3. The international students of travel experience and behavioral intention are all significant correlation. The natural landscape, facilities, quality and price of travel images are significant correlation with behavioral intention The study also provides suggestions based on the study results are listed below: set student fare strategy, create a route map for circling around the island, seminar on Taiwan - related activities for international students, issue ticket packages for touring each city.

並列關鍵字

International Students ； Image ； Travel Experience ； Revisit Intention

參考文獻

交通部觀光局（2016）。歷年統計資料查詢系統。2016.07.24資料引自：http://recreation.tbroc.gov.tw/asp1/statistics/year/INIT.ASP

UNWTO（2016）。國際旅客人數。2016.08.24資料引自：http://www2.unwto.org/index.php

Ajzen, I.,Fishbein, M.(1980).Understanding attitudes and predicting social behavior.Englewood Cliffs. N J:Prentice - Hall.

Ajzen, I.,Madden, T. J.(1986).Prediction of goal-directed behavior: Attitudes, intentions, and perceived behavioral control.Journal of Experimental Social Psychology.22,453-474.

Baloglu, S.,Mangaloglu, M.(2001).Tourism destination images of Turkey, Egypt, Greece, and Italy as perceived by US-based tour operators and travel agents.Tourism Management.1,1-9.