依類型 族群 主題   
 
 
2020.06.14
屏東縣原住民區的遊客旅遊意象與行為意圖之研究
族群: 跨族群  
主題: 學術研究、觀光旅遊  
作者 方瓊玉
學校系所 大仁科技大學休閒運動管理系休閒事業管理碩士班
地點 屏東縣 全部    
研究內容

中文摘要
本研究旨在探討屏東縣原住民地區遊客的旅遊意象與行為意圖彼此間之關係。研究母群乃以屏東縣原住民地區遊客為對象,以近便抽樣的方式進行資料收集分析,正式問卷總計發放410份,收回410份,問卷回收率100%,有效問卷共計314份,問卷有效率76.6%。本研究之資料處理以統計軟體SPSS for Windows 12.0進行相關統計分析,使用分析的方法包括:描述性統計、獨立樣本t檢定、單因子變異數分析、皮爾遜積差相關分析等進行資料分析。希望透過研究所得的結論與建議,能提供給相關單位以及後續研究者未來研究之參考。本研究結果發現如下:
一、來屏東縣原住區鄉遊憩的遊客以女性居多,以39~48歲、已婚(有小孩)、大學及專科院校、軍公教、南部(嘉南高)、收入約20,001~50,000元、來4次以上且與家人同行所比例最高。在旅遊資訊方面,以朋友介紹所佔比例最高,顯示遊客會跟親人同行而且會以口耳相傳的方式選擇旅遊目的地。
二、遊客對屏東縣原住民地區的整體旅遊意象頗高,其中以「人文環境」方面最高;而軍公教行業的遊客在人文環境高於製造業的遊客,研究所(含以上)的遊客在人文環境上高於大學及專科院校。大學及專科院校與研究所(含以上)的遊客在自然環境高於高中職以下的,研究所(含以上)的遊客在情感因素上則高於大學及專科院校。
三、屏東縣原住民地區遊客整體行為意圖以會推薦親友參加屏東縣原住民地區觀光旅遊最高。未來即使費用高,仍會選擇屏東縣原住民地區觀光旅遊最低;高中職以下與研究所(含以上)的遊客在會推薦親友參加高於大學及專科院校的遊客。
四、屏東縣原住民地區遊客旅遊意象與行為意圖之間有顯著正相關。

Abstract
This study aims to investigate the relationship between the Tourism Image and Behavioral Intention among tourists visiting the aboriginal areas in Pingtung County. It is hoped that the conclusions and suggestions obtained from this study will provide reference for relevant units and researchers in their future studies. The findings of this study are as follows:
1. Most of the tourists who come to Pingtung County for leisure are female, aged 39-48, married (with children), and with an educational degree in universities and colleges. Their income is between $20,001~50,000, and most of them have visited Pingtung County more than 4 times and traveled with family to Pingtung County. Most of them obtain such travel information from recommendations by friends, showing that tourists tend to travel with their family members and they choose the destinations based on information obtained by word of mouth.
2. Overall, tourists hold a high image towards the tourism in the aboriginal areas of Pingtung County. Among the scored items, the highest score went to the """"humanistic environment."""" While visitors from the military, public service and education sectors give a higher score than those from the manufacturing sector in terms of humanistic environment, visitors with a degree in graduate schools (or higher education) give a higher score to the humanistic environment than those with a degree in universities and colleges, and visitors with a degree in universities, colleges and graduate schools (or higher education) give a higher score to the humanistic environment than those with a degree in vocational/general high schools (or lower education). Emotional factors affect visitors with a degree in graduate schools (or higher education) more than those with a degree in universities and colleges.
3. Overall, tourists that have visited the aboriginal areas of Pingtung County would mostly recommend their relatives and friends to engage in tourism in the aboriginal areas of Pingtung County. But least of them would recommend their relatives and friends to engage in tourism in the aboriginal areas of Pingtung County even though the cost may be high in the future. Visitors with a degree in vocational/general high schools (or lower education) would recommend such travels to their relatives and friends more than visitors with a degree in universities and colleges.
4. There is a significant positive relationship between the Tourism Image and Behavioral Intention among tourists visiting the aboriginal areas in Pingtung County.