本校學位論文庫
CITYU Theses & Dissertations
論文詳情
ACKNOWLEDGEMENT I
ABSTRACT III
LIST OF FIGURES X
LIST OF TABLES XI
CHAPTER 1. INTRODUCTION 1
1.1 RESEARCH BACKGROUND AND MOTIVATION 1
1.1.1 Current Situation 1
1.1.2 Academic Perspective 3
1.1.3 Macau as a Travel Destination 4
1.1.4 Research Motivation 6
1.2 RESEARCH FOCUS AND OVERALL RESEARCH AIM 7
1.3 VALUE OF THE RESEARCH 8
1.4 THESIS CONTENT AND STRUCTURE 9
1.4.1 Content of Research 9
1.4.2 Structure of the Thesis 9
CHAPTER 2. LITERATURE REVIEW 11
2.1 TRAVEL MOTIVATION 11
2.1.1 Definitions of Travel Motivation 11
2.1.2 Theories of Travel Motivation 13
2.1.3 Relevant Research about Travel Motivation 20
2.2 PERCEIVED VALUE 20
2.2.1 Definitions of Perceived Value 20
2.2.2 Theories of Perceived Value 22
2.2.3 Relevant Research about Perceived Value 25
2.3 DESTINATION IMAGE 26
2.3.1 Definitions of Destination Image 26
2.3.2 Theories of Destination Image 27
2.3.3 Relevant Research about Destination Image 30
2.4 REVISIT INTENTION 31
2.4.1 Concepts of Revisit Intention 31
2.4.2 Measures of Revisit Intention 32
2.4.3 Relevant Research about Revisit Intention 34
2.5 INTERRELATIONSHIP AMONG TRAVEL MOTIVATION, PERCEIVED VALUE, DESTINATION IMAGE, AND REVISIT INTENTION 35
2.5.1 Travel Motivation and Destination Image 35
2.5.2 Destination Image and Perceived Value 35
2.5.3 Perceived Value and Revisit Intention 36
2.5.4 Travel Motivation, Perceived value, Destination image, and Revisit Intention 37
CHAPTER 3. METHODOLOGY 39
3.1 RESEARCH STRATEGY AND DESIGN 39
3.1.1 Research Strategy 39
3.1.2 Research Design 41
3.1.3 Practical Considerations 42
3.2 RESEARCH FRAMEWORK AND HYPOTHESES 42
3.2.1 Research Framework 42
3.2.2 Research Hypotheses 43
3.3 RESEARCH METHODS AND DATA COLLECTION 44
3.3.1 Participants 44
3.3.2 Sampling 45
3.3.3 Self-Completion Questionnaire 47
3.4 MEASUREMENT INSTRUMENT AND CONSTRUCT 48
3.4.1 Travel Motivation 48
3.4.2 Perceived Value 51
3.4.3 Destination image 53
3.4.4 Revisit Intention 55
3.4.5 General Travel Characteristics and Demographic Information 56
3.5 DATA ANALYSIS METHODS 59
3.5.1 Descriptive Statistics 59
3.5.2 Reliability Analysis 60
3.5.3 Validity Analysis 60
3.5.4 Factor Analysis 61
3.5.5 Cluster Analysis 62
3.5.6 ANOVA and T-test 62
3.5.7 Path/Regression Analysis 63
3.6 RESEARCH CRITERIA TEST AND RESEARCH PROBLEMS 63
3.6.1 Reliability and Replicability 64
3.6.2 Validity 64
3.6.3 Research Problems 65
3.7 RESEARCH ETHICS 66
3.8 PRE-TEST RESULTS 66
3.8.1 Pre-test of Construct of Travel Motivation 68
3.8.2 Pre-test of Construct of Perceived Value 71
3.8.3 Pre-test of Construct of Destination Image 72
3.8.4 Pre-test of Construct of Revisit Intention 74
CHAPTER 4. FINDINGS AND DISCUSSION 75
4.1 OVERVIEW 76
4.2 ANALYSIS OF BASIC ATTRIBUTES 78
4.2.1 Analysis of Demographic Information 78
4.2.2 Analysis of Tourists’ Travel Characteristics 80
4.3 RELIABILITY AND VALIDITY ANALYSIS 83
4.3.1 Reliability and Validity of Construct of Travel Motivation 83
4.3.2 Reliability and Validity of Construct of Perceived Value 86
4.3.3 Reliability and Validity of Construct of Destination Image 88
4.3.4 Reliability and Validity of Construct of Revisit Intention 90
4.4 DESCTRPTIVE ANALYSIS 91
4.4.1 Analysis of Travel Motivation 92
4.4.2 Analysis of Perceived Value 94
4.4.3 Analysis of Destination Image 96
4.4.4 Analysis of Revisit Intention 97
4.5 FACTOR ANALYSIS 98
4.5.1 Factor Analysis of Travel Motivation 98
4.5.2 Factor Analysis of Perceived Value 104
4.5.3 Factor Analysis of Destination Image 105
4.6 CLUSTER ANALYSIS 109
4.7 ANOVA AND T-TEST ANALYSIS 111
4.7.1 The Difference of Tourists’ Characteristics on Travel Motivation 111
4.7.2 The Difference of Tourists’ Demographics on Perceived Value, Destination Image, and Revisit Intention 118
4.7.3 The Difference of Travel Motivation on Perceived Value 120
4.7.4 The Difference of Travel Motivation on Destination Image 121
4.7.5 The Difference of Travel Motivation on Revisit Intention 121
4.8 REGRESSION ANALYSIS 122
4.8.1 Correlation and Regression Analysis Results 122
4.8.2 Path Analysis Results 128
4.9 RESULTS OF HYPOTHESIS ANALYSIS 133
4.10 LIMITATIONS OF DATA 136
CHAPTER 5. CONCLUSION 137
5.1 FINDING SUMMARY AND DISCUSSION 137
5.1.1 Basic Characteristics 137
5.1.2 Travel Motivation 139
5.1.3 Perceived Value, Destination Image, and Revisit Intention 143
5.2 PRACTICAL RECOMMENDATIONS 146
5.3 LIMITATIONS AND FURTHER RESEARCH 148
5.3.1 Limitations 148
5.3.2 Further Research 150
BIBLIOGRAPHY 152
CURRICULUM VITAE i
APPENDIX I PRE-TEST QUESTIONNAIRE ii
APPENDIX II FINAL QUESTIONNAIRE x
乐畅
李璽
國際旅遊與管理學院
國際款待與旅遊業管理碩士學位課程 (英文學制)
碩士
2016
A Study of Effects of Travel Motivation on Perceived value, Destination Image, and Revisit Intention – Family Travellers to Macau as An Example
A Study of Effects of Travel Motivation on Perceived value, Destination Image, and Revisit Intention – Family Travellers to Macau as An Example
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Travel motivation ; Perceived value ; destination image ; Revisit Intention ; Family travel
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This thesis took Macau as the target travel destination and family travellers with children from Mainland of China as object. The overall research aim of this article was to expand on existing theories that have explored the relationships among travel motivation, perceived value, destination image, and revisit intention. Literatures has been reviewed and examined from five perspectives, with focuses on travel motivation, perceived value, destination image, and revisit intention respectively, as well as their interrelationships.
In order to accomplish the research aim, the author proposed six hypotheses concerning the significance of influences between 1) travel motivation and destination image, 2) destination image and perceived value, 3) perceived value and revisit intention, 4) travel motivation and perceived value, 5) travel motivation and revisit intention, and 6) destination image and travel motivation. By conducting quantitative research strategy and social survey as research design, this study managed to verify these hypotheses via the collected materials and data and by means of relevant data analysis methods involving descriptive statistics, reliability analysis, validity analysis, factor analysis, cluster analysis, ANOVA and t-test analysis, and correlation and regression analysis (path analysis).
During the three-day period of the questionnaire distributing at popular scenic spots involving Ruins of St. Paul's, Fisherman's Wharf, and Macau Venetian, as well as Portas do Cerco, a final number of 466 valid responses were collected. According to the analysis of these 466 questionnaires, the proposed hypotheses were all confirmed. From the regression analysis results and path analysis results, it can be found that the correlation coefficient of travel motivation to destination image, destination image to perceived value, perceived value to revisit intention, travel motivation to perceived value, travel motivation to revisit intention, and destination image to revisit intention were all recognised as significant.
This thesis has made contributions in not only academic way but also empirical way. From the academic point of view, the researcher reviewed and revised the existing research exploring relevant fields, critically concluding the deficiencies or inadequacies, and thus reinforcing both theoretical and empirical basis of the previous literature concerning predictors of tourists revisit intention to travel destinations. From an empirical viewpoint, this research aiming at exploring the relationships among travel motivation, perceived value, destination image, and revisit intention was thought to offer implications for tourism practitioners. At the end of this thesis, the research put forward some feasible recommendations for Macau tourism practitioners. By doing so, the sustainable development of Macau tourism industry can be facilitated. Macau tourism officers can also explore new develop directions in tourism that less rely on lottery and lottery-related industry, thus ensuring the sustainable and healthy development of Macau economy.
In order to accomplish the research aim, the author proposed six hypotheses concerning the significance of influences between 1) travel motivation and destination image, 2) destination image and perceived value, 3) perceived value and revisit intention, 4) travel motivation and perceived value, 5) travel motivation and revisit intention, and 6) destination image and travel motivation. By conducting quantitative research strategy and social survey as research design, this study managed to verify these hypotheses via the collected materials and data and by means of relevant data analysis methods involving descriptive statistics, reliability analysis, validity analysis, factor analysis, cluster analysis, ANOVA and t-test analysis, and correlation and regression analysis (path analysis).
During the three-day period of the questionnaire distributing at popular scenic spots involving Ruins of St. Paul's, Fisherman's Wharf, and Macau Venetian, as well as Portas do Cerco, a final number of 466 valid responses were collected. According to the analysis of these 466 questionnaires, the proposed hypotheses were all confirmed. From the regression analysis results and path analysis results, it can be found that the correlation coefficient of travel motivation to destination image, destination image to perceived value, perceived value to revisit intention, travel motivation to perceived value, travel motivation to revisit intention, and destination image to revisit intention were all recognised as significant.
This thesis has made contributions in not only academic way but also empirical way. From the academic point of view, the researcher reviewed and revised the existing research exploring relevant fields, critically concluding the deficiencies or inadequacies, and thus reinforcing both theoretical and empirical basis of the previous literature concerning predictors of tourists revisit intention to travel destinations. From an empirical viewpoint, this research aiming at exploring the relationships among travel motivation, perceived value, destination image, and revisit intention was thought to offer implications for tourism practitioners. At the end of this thesis, the research put forward some feasible recommendations for Macau tourism practitioners. By doing so, the sustainable development of Macau tourism industry can be facilitated. Macau tourism officers can also explore new develop directions in tourism that less rely on lottery and lottery-related industry, thus ensuring the sustainable and healthy development of Macau economy.
2022
英文
163
ACKNOWLEDGEMENT I
ABSTRACT III
LIST OF FIGURES X
LIST OF TABLES XI
CHAPTER 1. INTRODUCTION 1
1.1 RESEARCH BACKGROUND AND MOTIVATION 1
1.1.1 Current Situation 1
1.1.2 Academic Perspective 3
1.1.3 Macau as a Travel Destination 4
1.1.4 Research Motivation 6
1.2 RESEARCH FOCUS AND OVERALL RESEARCH AIM 7
1.3 VALUE OF THE RESEARCH 8
1.4 THESIS CONTENT AND STRUCTURE 9
1.4.1 Content of Research 9
1.4.2 Structure of the Thesis 9
CHAPTER 2. LITERATURE REVIEW 11
2.1 TRAVEL MOTIVATION 11
2.1.1 Definitions of Travel Motivation 11
2.1.2 Theories of Travel Motivation 13
2.1.3 Relevant Research about Travel Motivation 20
2.2 PERCEIVED VALUE 20
2.2.1 Definitions of Perceived Value 20
2.2.2 Theories of Perceived Value 22
2.2.3 Relevant Research about Perceived Value 25
2.3 DESTINATION IMAGE 26
2.3.1 Definitions of Destination Image 26
2.3.2 Theories of Destination Image 27
2.3.3 Relevant Research about Destination Image 30
2.4 REVISIT INTENTION 31
2.4.1 Concepts of Revisit Intention 31
2.4.2 Measures of Revisit Intention 32
2.4.3 Relevant Research about Revisit Intention 34
2.5 INTERRELATIONSHIP AMONG TRAVEL MOTIVATION, PERCEIVED VALUE, DESTINATION IMAGE, AND REVISIT INTENTION 35
2.5.1 Travel Motivation and Destination Image 35
2.5.2 Destination Image and Perceived Value 35
2.5.3 Perceived Value and Revisit Intention 36
2.5.4 Travel Motivation, Perceived value, Destination image, and Revisit Intention 37
CHAPTER 3. METHODOLOGY 39
3.1 RESEARCH STRATEGY AND DESIGN 39
3.1.1 Research Strategy 39
3.1.2 Research Design 41
3.1.3 Practical Considerations 42
3.2 RESEARCH FRAMEWORK AND HYPOTHESES 42
3.2.1 Research Framework 42
3.2.2 Research Hypotheses 43
3.3 RESEARCH METHODS AND DATA COLLECTION 44
3.3.1 Participants 44
3.3.2 Sampling 45
3.3.3 Self-Completion Questionnaire 47
3.4 MEASUREMENT INSTRUMENT AND CONSTRUCT 48
3.4.1 Travel Motivation 48
3.4.2 Perceived Value 51
3.4.3 Destination image 53
3.4.4 Revisit Intention 55
3.4.5 General Travel Characteristics and Demographic Information 56
3.5 DATA ANALYSIS METHODS 59
3.5.1 Descriptive Statistics 59
3.5.2 Reliability Analysis 60
3.5.3 Validity Analysis 60
3.5.4 Factor Analysis 61
3.5.5 Cluster Analysis 62
3.5.6 ANOVA and T-test 62
3.5.7 Path/Regression Analysis 63
3.6 RESEARCH CRITERIA TEST AND RESEARCH PROBLEMS 63
3.6.1 Reliability and Replicability 64
3.6.2 Validity 64
3.6.3 Research Problems 65
3.7 RESEARCH ETHICS 66
3.8 PRE-TEST RESULTS 66
3.8.1 Pre-test of Construct of Travel Motivation 68
3.8.2 Pre-test of Construct of Perceived Value 71
3.8.3 Pre-test of Construct of Destination Image 72
3.8.4 Pre-test of Construct of Revisit Intention 74
CHAPTER 4. FINDINGS AND DISCUSSION 75
4.1 OVERVIEW 76
4.2 ANALYSIS OF BASIC ATTRIBUTES 78
4.2.1 Analysis of Demographic Information 78
4.2.2 Analysis of Tourists’ Travel Characteristics 80
4.3 RELIABILITY AND VALIDITY ANALYSIS 83
4.3.1 Reliability and Validity of Construct of Travel Motivation 83
4.3.2 Reliability and Validity of Construct of Perceived Value 86
4.3.3 Reliability and Validity of Construct of Destination Image 88
4.3.4 Reliability and Validity of Construct of Revisit Intention 90
4.4 DESCTRPTIVE ANALYSIS 91
4.4.1 Analysis of Travel Motivation 92
4.4.2 Analysis of Perceived Value 94
4.4.3 Analysis of Destination Image 96
4.4.4 Analysis of Revisit Intention 97
4.5 FACTOR ANALYSIS 98
4.5.1 Factor Analysis of Travel Motivation 98
4.5.2 Factor Analysis of Perceived Value 104
4.5.3 Factor Analysis of Destination Image 105
4.6 CLUSTER ANALYSIS 109
4.7 ANOVA AND T-TEST ANALYSIS 111
4.7.1 The Difference of Tourists’ Characteristics on Travel Motivation 111
4.7.2 The Difference of Tourists’ Demographics on Perceived Value, Destination Image, and Revisit Intention 118
4.7.3 The Difference of Travel Motivation on Perceived Value 120
4.7.4 The Difference of Travel Motivation on Destination Image 121
4.7.5 The Difference of Travel Motivation on Revisit Intention 121
4.8 REGRESSION ANALYSIS 122
4.8.1 Correlation and Regression Analysis Results 122
4.8.2 Path Analysis Results 128
4.9 RESULTS OF HYPOTHESIS ANALYSIS 133
4.10 LIMITATIONS OF DATA 136
CHAPTER 5. CONCLUSION 137
5.1 FINDING SUMMARY AND DISCUSSION 137
5.1.1 Basic Characteristics 137
5.1.2 Travel Motivation 139
5.1.3 Perceived Value, Destination Image, and Revisit Intention 143
5.2 PRACTICAL RECOMMENDATIONS 146
5.3 LIMITATIONS AND FURTHER RESEARCH 148
5.3.1 Limitations 148
5.3.2 Further Research 150
BIBLIOGRAPHY 152
CURRICULUM VITAE i
APPENDIX I PRE-TEST QUESTIONNAIRE ii
APPENDIX II FINAL QUESTIONNAIRE x
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