游客旅游动机及观光吸引力对旅游目的地选择决策影响之研究.docVIP

遊客旅遊動機與觀光吸引力對旅遊目的地選擇決策影響之研究─以三峽老街及鶯歌老街為例 The Study on Affection of Tourist’s Motivation and Tourism Attraction to Travel Destination Choice- Cases of Sanhsia and Yingge Old Streets 研 究 生：陳嘉雯 Chen, Jia-Wen 指導教授：蔡龍銘、劉子利 Tsai, Lung-Ming and Liou, Tzi-Li 【摘要】 在台灣，由於地狹人稠，鄰近地區常常會有性質相似的旅遊景點聚集，當遊客計畫至一旅遊景點從事觀光休閒活動時，其會如何從眾多相似性高的旅遊景點中，尋找符合其需求的最終的旅遊目的地，是值得大家探討之問題。本研究以觀光吸引力及旅遊動機來探討其對遊客目的決策的影響，同時藉由觀光吸引力及旅遊動機，來了解遊客選擇到老街的主要因素，以作為將來三峽老街及鶯歌老街觀光發展規劃與管理之參考。本研究以便利抽樣方式，共抽取427份有效問卷。本研究資料分析方式描述性統計、集群分析因素分析單因子變異數分析、t 檢定、觀光吸引力指標、重要表現程度分析法、羅吉斯迴歸模式進行統計分析「高度旅遊動機群組」與「中度旅遊動機群組」「人潮多氣氛熱鬧」；「低度旅遊動機群組」則「本地特殊節慶或活動」。「高度旅遊動機群組」與「中度旅遊動機群組」D象限「本地特殊節慶或活動」。72.8％66.5％ 【Abstract】 There are many similar sightseeing spots here in Taiwan, for the sake of densely populated and narrow space. When tourists participate the leisure activities to those similar sightseeing spots, how do they choose the suitable ones as their final destinations? This is an issue worthy to explore. The purpose of this study is to investigate the affections of tourist motivation and tourism attraction on their destination choices. Meanwhile, in this study, the factors of the tourism attraction and the tourist motivation were tested wether they have affection on tourists choice to the old streets or not. The results could be a reference to the development and the management of tourism activities in Sanshia and Yingge old streets.The samples were collected through purposive sampling. An on-site survey was conducted between the 24th-31th, July in the 2007. It took judgmental sampling to obtain 427 sound questionnaires. The results were analyzed by descriptive statistics analysis, clustering analysis, factor analysis, ANOVA, t-test, logistic regression model, importance- performance analysis, and tourism attractiveness index. Main findings are listed as following: Tourists motivations such as, “experiencing reminiscent atmosphere”, “gaining knowledge and learning new th