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    Please use this identifier to cite or link to this item: http://chur.chu.edu.tw/handle/987654321/31615


    Title: 兩岸遊客對我國國家風景區旅遊動機、旅遊意象、遊客滿意度與目的地忠誠度關係之研究
    Authors: 陳棟樑
    LIANG, CHEN TUNG
    Contributors: 科技管理學系
    Technology Management
    Keywords: 兩岸遊客;國家風景區;目的地忠誠度;結構方程式
    Cross-strait visitors;National Scenic Areas;Destination loyalty;SEM(Structural Equation Modeling)
    Date: 2010
    Issue Date: 2014-06-27 01:33:02 (UTC+8)
    Abstract: 本研究針對前往日月潭國家風景區之兩岸遊客進行實地問卷調查，採便利抽樣取得樣本，共得340份有效問卷。透過SEM分析的結果有不錯的模式解釋力與配適度，代表可以應用於國家風景區的滿意度調查以訂定更佳方針。研究結果中，可瞭解到兩岸遊客個別對目的地忠誠度之關鍵影響效果，台灣遊客從旅遊意象達到目的地忠誠度之總效果最佳；大陸遊客經遊客滿意度達忠誠度之總效果最佳，顯示兩岸遊客對目的地忠誠度影響效果有差異，國家風景區管理單位可參考此結果而個別掌握不同遊客之市場需求來提高遊客率。再者，以不同背景遊客之偏好差異顯示，兩岸遊客
    In this study, using convenience sampling to obtain samples, a total of 340 valid questionnaires were obtained, go to Sun Moon Lake National Scenic Area of the cross-site visitor survey. SEM analysis of the results through a model of good explanatory powe
    Appears in Collections:[Department of Technology Management] Seminar Papers

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