高雄市高職餐旅科學生接受餐旅類補習教育的認知態度與消費行為之研究

A Study on Recognition Attitude and Consuming Behavior of Taking Hospitality Shadow Educations for Vocational Hospitality High School Students

董欽華(Dung, Chin-Hua)

指導教授 ： 劉聰仁

國立高雄餐旅大學/餐旅學院/餐旅管理研究所在職專班/碩士(2013年)

https://doi.org/10.6825/NKUHT.2013.00006

摘要

近年來，台灣隨著觀光產業不斷發展，在人才需求大增下，各級學校開始增設觀光餐旅科系，躍身台灣技職院校最大科系。受少子化衝擊，各校面臨招生壓力，但反觀餐旅群類的報考人數卻是逆勢成長，高居第一。在競爭激烈的升學導向教育與12年國民教育的推動之下，餐旅類補習班市場進入高競爭的時代。因此本研究目是為：1. 瞭解高雄市高職餐旅科學生接受餐旅文理補習班的認知態度與行為傾向，2.探討參與餐旅文理補習班補習的高職生，對補習班經營認知態度與其補習消費行為之關連性，3.根據研究結果提出結論與建議，並提供餐旅文理補習班之業者以作參考。透過問卷調查法，以高雄市地區的餐旅文理補習班高職生進行調查，研究結果發現：(1) 知覺有用性、知覺易用性、消費者態度、主觀規範與行為傾向之認知有顯著影響，(2) 知覺有用性、知覺易用性、消費者態度、主觀規範與行為傾向之影響。因此建議業者，進行專業師資與教材的完整規劃，提升補習班環境的軟硬體設施與服務，依照學生的不同學習動機，進行行銷策略的研擬。

關鍵字

認知態度 ； 消費行為 ； 補習教育 ； 餐旅類

並列摘要

In recent years, domestic tourism and leisure industry to flourish, the industry demand for talent increasing and the number of students majoring in Hospitality subjects has constantly increased. The technological college and junior college in Taiwan had suffered many management pressures on the insufficient enrollment and many relevant educational problems because of the phenomenon of the decreasing birth rate, but there was a multiple of hospitality and tourism clusters are growing up, can be seen Tourism and Hospitality has become the most mainstream popular majors. Hospitality class cram market has become a major battleground, and the Twelve Years Basic Education policy that will be carried out. The main purpose of this paper is to examine:1.Arts and Hospitality Studies in vocational students, cram for professional courses, faculty lectures, educational environment, tutoring device cognitive attitude, 2.investigation of Arts in Hospitality cram tutoring college students, selected on various information sources cram when the degree of attention, 3.explore the involvement of Arts Hospitality vocational students cram operating on their tuition cognitive attitudes and behavior of consumers connected nature; research method: a questionnaire survey research data collection. According to the literature to explore and analyze the relevant questionnaire on domestic and international scales, for there to participate in college entrance examination tutoring students in the preparation of a vocational Hospitality "Kaohsiung Hospitality vocational students in remedial education classes to accept hospitality cognitive attitudes and consumer behavior an Empirical Study questionnaire ", as a research tool, through questionnaires, analysis of statistical data as it concluded: (1) providing Hospitality Arts vocational students cram cram, cram for professional courses, faculty lectures, educational environment , tutorial device cognitive attitude, (2) providing Hospitality Arts vocational students cram cram, cram selected when the degree of attention of various information sources, (3) providing Hospitality Arts cram cram college students, attitude to cram operation on consumer behavior with tutoring connected nature.

並列關鍵字

Cognitive attitudes ； Consumer behavior ； Shadow Education ； Hospitality Category

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