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程前
高波
國際旅遊與管理學院
服務業管理碩士學位課程(中文學制)
碩士
2019
電影對旅遊動機及重遊意願的影響—以澳門為例
The Influence of Movies on Tourism Motivation and Willingness to Visit Again-A Case Study of Macao
電影旅遊 ; 旅遊動機 ; 遊客滿意度 ; 重遊意願
Movie Tourism ; Traveling Motivation ; Tourist Satisfaction ; Willingness To Revisit
越來越多的旅遊者通過對電影的觀看，從而去到了電影裏的目的地旅遊。本文以澳門為例，對看過有關澳門的電影後來澳門旅遊的旅遊者為對象，研究來澳門旅遊的遊客旅遊動機、遊客滿意度、以及重遊意願的關係研究。
本研究採用了定量研究方法，通過問卷調查的方式，共發放了597份問卷，收到443份有效問卷運用了信度分析、效度分析、線性回歸分析、相關性分析以及描述性分析數據分析，得出結論：旅遊動機對遊客滿意度有顯著正向影響；遊客滿意度對重遊意願有顯著的正向影響；旅遊動機通過遊客滿意度對重遊意願有顯著的正向影響，對重遊意願沒有直接影響。並且對分析結果提出了針對性建議。
本研究採用了定量研究方法，通過問卷調查的方式，共發放了597份問卷，收到443份有效問卷運用了信度分析、效度分析、線性回歸分析、相關性分析以及描述性分析數據分析，得出結論：旅遊動機對遊客滿意度有顯著正向影響；遊客滿意度對重遊意願有顯著的正向影響；旅遊動機通過遊客滿意度對重遊意願有顯著的正向影響，對重遊意願沒有直接影響。並且對分析結果提出了針對性建議。
More and more travelers go to the destinations of the movies for travelling after watching the movies. This article takes Aomen as an example, takes the travelers who travel to Aomen after watching the movies as objects, and study the relationship between the tourist traveling motivation, the tourist satisfaction and the willingness to revisit.
In this study, quantitative research method was adopted, 597 questionnaires were distributed through questionnaire survey, 443 valid questionnaires were received, and reliability analysis, validity analysis, linear regression analysis, correlation analysis and descriptive analysis data analysis were used to reach the conclusion that tourism motivation has a significant positive impact on tourists' satisfaction. Tourist satisfaction has a significant positive effect on the willingness to revisit. Tourism motivation has a significant positive effect on the willingness to revisit. At the same time, some pertinent suggestions are put forward for the analysis results.
In this study, quantitative research method was adopted, 597 questionnaires were distributed through questionnaire survey, 443 valid questionnaires were received, and reliability analysis, validity analysis, linear regression analysis, correlation analysis and descriptive analysis data analysis were used to reach the conclusion that tourism motivation has a significant positive impact on tourists' satisfaction. Tourist satisfaction has a significant positive effect on the willingness to revisit. Tourism motivation has a significant positive effect on the willingness to revisit. At the same time, some pertinent suggestions are put forward for the analysis results.
2019
中文
87
致 謝 Ⅰ
摘 要 Ⅱ
Abstract Ⅲ
圖目錄 Ⅷ
表目錄 Ⅸ
第一章 緒 論 1
1.1 研究背景 1
1.2 研究目的 5
1.3研究意義 5
1.3.1理論意義 5
1.3.2實踐意義 5
1.4 研究對象 6
1.5 研究內容與流程 6
第二章 文獻綜述 8
2.1旅遊動機相關概念 10
2.1.1 旅遊動機維度 11
2.2滿意度概念匯總 14
2.2.1滿意度維度 19
2.3重遊意願概念 21
2.3.1重遊意願維度 22
2.4旅遊動機與滿意度的關係 23
2.5滿意度與重遊意願的關係 24
2.6動機與重遊意願的關係 25
2.7研究模型 27
第三章 研究方法 28
3.1研究方法 28
3.2問卷設計 28
3.2.1遊動機量表 28
3.2.2 遊客滿意度量表 31
3.2.3.重遊意願量表 31
3.3問卷預測 32
3.4數據分析方法 32
3.4.1描述性統計分析 32
3.4.2信度與效度分析 33
3.4.3回歸分析 33
3.4.4相關分析 33
3.4.5分析预测 33
3.4.6信度分析 34
第四章 數據分析與結果 35
4.1描述性統計分析 35
4.2信度分析 37
4.3效度分析 38
4.4線性回歸分析 40
4.5相關性分析 43
4.5.1滿意度與重遊意願的相關性分析 43
4.5.2滿意度與旅遊動機的相關性分析 44
4.5.3旅遊動機與重遊意願的相關性分析 45
4.6探索性因數分析 46
4.7驗證性因數分析 48
4.8結構方程 53
第五章 研究結論與建議 57
5.1 研究結論 57
5.1.1 旅遊動機對遊客滿意度有顯著正向影響 57
5.1.2 遊客滿意度對重遊意願有顯著的正向影響 57
5.1.3 旅遊動機對重遊意願顯有著的正向影響 58
5.1.4滿意度對旅遊動機和重遊意願起到了仲介作用 58
5.2研究結論匯總 59
5.2.1研究結論總結 59
5.3研究建議 59
5.3.1 景點與電影深入互動 59
5.3.2 加大宣傳力度，線上線下相接合 60
5.3.3增加電影相關周邊產品售賣 60
5.3.4澳门电影的开发力度 60
5.4研究限制 61
5.5後續研究之建議 62
參考文獻 63
附 錄 85
摘 要 Ⅱ
Abstract Ⅲ
圖目錄 Ⅷ
表目錄 Ⅸ
第一章 緒 論 1
1.1 研究背景 1
1.2 研究目的 5
1.3研究意義 5
1.3.1理論意義 5
1.3.2實踐意義 5
1.4 研究對象 6
1.5 研究內容與流程 6
第二章 文獻綜述 8
2.1旅遊動機相關概念 10
2.1.1 旅遊動機維度 11
2.2滿意度概念匯總 14
2.2.1滿意度維度 19
2.3重遊意願概念 21
2.3.1重遊意願維度 22
2.4旅遊動機與滿意度的關係 23
2.5滿意度與重遊意願的關係 24
2.6動機與重遊意願的關係 25
2.7研究模型 27
第三章 研究方法 28
3.1研究方法 28
3.2問卷設計 28
3.2.1遊動機量表 28
3.2.2 遊客滿意度量表 31
3.2.3.重遊意願量表 31
3.3問卷預測 32
3.4數據分析方法 32
3.4.1描述性統計分析 32
3.4.2信度與效度分析 33
3.4.3回歸分析 33
3.4.4相關分析 33
3.4.5分析预测 33
3.4.6信度分析 34
第四章 數據分析與結果 35
4.1描述性統計分析 35
4.2信度分析 37
4.3效度分析 38
4.4線性回歸分析 40
4.5相關性分析 43
4.5.1滿意度與重遊意願的相關性分析 43
4.5.2滿意度與旅遊動機的相關性分析 44
4.5.3旅遊動機與重遊意願的相關性分析 45
4.6探索性因數分析 46
4.7驗證性因數分析 48
4.8結構方程 53
第五章 研究結論與建議 57
5.1 研究結論 57
5.1.1 旅遊動機對遊客滿意度有顯著正向影響 57
5.1.2 遊客滿意度對重遊意願有顯著的正向影響 57
5.1.3 旅遊動機對重遊意願顯有著的正向影響 58
5.1.4滿意度對旅遊動機和重遊意願起到了仲介作用 58
5.2研究結論匯總 59
5.2.1研究結論總結 59
5.3研究建議 59
5.3.1 景點與電影深入互動 59
5.3.2 加大宣傳力度，線上線下相接合 60
5.3.3增加電影相關周邊產品售賣 60
5.3.4澳门电影的开发力度 60
5.4研究限制 61
5.5後續研究之建議 62
參考文獻 63
附 錄 85
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