English  |  正體中文  |  简体中文  |  Items with full text/Total items : 51931/87076 (60%)
Visitors : 8478719      Online Users : 133
RC Version 7.0 © Powered By DSPACE, MIT. Enhanced by NTU Library & TKU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/30357

    Title: 國人赴俄羅斯觀光行為模式之研究
    Other Titles: Behavioral model of Russian tourism : a case study of tourists from Taiwan to Russia
    Authors: 許仲瑋;Hsu, Chung-wei
    Contributors: 淡江大學俄羅斯研究所碩士班
    馬良文;Maliavine, Vladimir;李宗鴻;Lee, Tsung-hung
    Keywords: 觀光;行為模式;結構方程模式;台灣;俄羅斯;Tourism;Behavioral Model;Structural Equation Model;Taiwan;Russia
    Date: 2006
    Issue Date: 2010-01-10 23:35:37 (UTC+8)
    Abstract: 本研究旨在探討國人赴俄羅斯觀光的人口結構、觀光特性,及建構國人赴俄羅斯觀光的行為模式。採自編問卷進行研究,問卷內容包括觀光意象、觀光效益、觀光風險、觀光品質、整體滿意度、行為意圖、及個人基本資料等七個量表,以赴俄觀光客為對象,以集群抽樣方法抽取隨機樣本,進行問卷調查。從2005年3月至8月間共發放415份問卷,其中拒答6份,廢卷4份,有效問卷405份,在95%之信心水準下,抽樣誤差為4.9%。將所有資料以SPSS 12.0進行統計分析與檢定,利用LISREL 8.52進行證性因素分析及結構方程式的實證分析,以最大概似估計法(Maximum Likelihood Estimation)對本研究模式中各組變項間之因果關係進行估計。結果顯示,國人赴俄羅斯觀光的觀光客的性別以女性居多(64.0%),婚姻狀況以未婚居多(51.1%),血型以O型居多(41.0%),年齡以41至50歲居多(24.7%),教育程度以大專居多(56.0%),職業以上班族居多(31.4%),居住地以大台北地區居多(36.8%),月收入以新台幣20001至40000元居多(27.9%)。觀光特性方面,同遊伴侶以親戚家人居多(51.1%),觀光資訊來源以旅行社居多(35.3%),觀光天數以9至11天居多(55.3%),觀光花費以新台幣60001至80000元居多(39.4%)。實證研究得知國人赴俄羅斯觀光行為模式中,觀光意象正向及顯著的直接影響觀光品質,並且間接的影響觀光滿意度與行為意圖。觀光效益正向及顯著的直接影響觀光品質和觀光滿意度,並且間接的影響行為意圖。觀光品質正向及顯著的直接影響觀光滿意度,並且間接的影響行為意圖。觀光滿意度正向及顯著的直接影響行為意圖。但觀光風險對滿意度及行為意圖的影響均不顯著。本研究利用修改「意象-品質-滿意-行為」的理論模式,可有效的建構及預測國人赴俄羅斯觀光行為模式。
    This study assessed the tourists’ population structure, tourism characteristic, and constructed the behavioral model using latent variables of tourism image, tourism benefits, tourism risk, service quality, satisfaction, behavior intention of tourist from Taiwan to Russia. A total of 415 questionnaires were administered from March to August 2005, six respondents refused to answer and four questionnaires were invalid owing to being incomplete, leaving a total of 405 valid questionnaires. The descriptive statistics of socio-demographic was analyzed by SPSS 12.0. The confirmatory factor analysis and structural equation model analysis were analyzed by LISREL 8.52 for windows. All the parameters were estimated by Maximum Likelihood Estimation. Mainly descriptive findings were as follows: respondents were 64.0% women; 24.7% aged from 41 to 50 years old; 51.1% unmarried. Empirical results indicated that tourism image affected the service quality and satisfaction directly and affected behavior intention indirectly. Tourism benefits affected the service quality and satisfaction directly and affected behavior intention indirectly. Service quality affected the satisfaction directly and affected behavior intention indirectly. Satisfaction affected the behavior intention directly. However, tourism risk did not affect the satisfaction and behavior intention significantly.
    Appears in Collections:[俄羅斯研究所] 學位論文

    Files in This Item:

    File SizeFormat

    All items in 機構典藏 are protected by copyright, with all rights reserved.

    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library & TKU Library IR teams. Copyright ©   - Feedback