本校學位論文庫
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論文詳情
姜卫卫
柳嘉信
葡語國家研究院
葡語國家研究博士學位課程(中文學制)
博士
2022
基於約束理論之葡萄牙目的地發展研究 : 以酒產地旅遊為例
A Study of Destination Development in Portugal Based on The Theoretical Framework of Constraints : The Case of Wine Tourism Destinations
葡萄酒產地旅遊 ; 約束條件 ; 促進因素 ; 葡萄酒目的地形象 ; 原產國品牌偏好 ; 葡萄牙
Wine tourism ; constraint ; facilitator ; wine destination image ; country of origin brand preference ; Portugal
公開日期：27/5/2026
葡萄酒產地旅遊是旅遊業快速發展的利基市場。它已經成為一些地區特別是農村地區旅遊發展進程的重要組成部分。葡萄牙作為老牌舊世界葡萄酒產區，不僅擁有嚴格的遵循原產地種植及釀造工藝傳統，同時兩個產酒地被評為世界遺產。深厚的歷史淵源和天然形成的壯麗景觀，使得葡萄牙成為著名的葡萄酒產地旅遊目的地。本文基於休閒約束理論框架，引入葡萄酒目的地形象、原產國品牌偏好等變數，構建了葡萄酒產地旅遊的約束研究模型。以葡萄牙酒產地旅遊為例，探討葡萄酒愛好者對於來葡萄牙參與酒產地旅遊的感知約束條件、促進因素、葡萄酒目的地形像與訪問意向的關係，同時考察了原產國品牌偏好和旅遊經驗在這個關係中所起的作用。論文通過便利抽樣的方式，在葡萄牙客源國主要四個城市的葡萄酒培訓課程收集了357份有效問卷，運用 SPSS26.0 與 AMOS27.0 軟體對問卷進行深入分析，建立完整的結構方程模型，並對變數之間的關係進行了驗證，結果表明13個理論假設中有7個得到了實證數據的支持。約束條件負向影響訪問意向；促進因素正向影響訪問意向；葡萄酒目的地形象在促進因素與訪問意向之間起部分仲介作用；旅遊經驗在約束條件與訪問意向之間起調節作用；原產國品品牌偏好在促進因素與葡萄酒目的地之間起調節作用。
Wine tourism is a rapidly growing niche market for tourism. It has become an important part of the tourism development process in some areas, especially in rural areas. As an old-world wine region, Portugal has strictly followed the original planting and brewing process, and two wine production has been rated as world-class natural and cultural heritage. Portugal's deep history and natural grandeur make it a famous wine tourist destination. Based on the theoretical framework of leisure constraints, this paper introduces variables such as wine destination image and brand preference of the country of origin to build a constraint research model of wine tourism and discusses the perceived constraints of wine lovers on participating in Portuguese wine tourism, and the relationship between wine destination image and visit intention. The role of country-of-origin brand preference and travel experience in this relationship is also investigated. By means of convenient sampling, 357 valid questionnaires were collected from ISG wine training courses in four main cities of Portugal as the source country of tourists.SPSS26.0 and AMOS27.0 software were used for in-depth analysis of the questionnaires, and a complete structural equation model was established, and the relationship between variables was verified. The results show that 7 of the 13 theoretical hypotheses are supported by empirical data. Constraint conditions negatively affect access intention; Promoting factors positively affect the interview intention; Wine destination image plays a partial mediating role between promoting factors and visiting intention. Tourism experience plays a moderating role between constraints and visit intention; Country of origin brand preference moderates the relationship between facilitator and wine destinations.
2023
中文
211
致謝 I
摘要 II
Abstract III
目錄 V
圖目錄 VII
表目錄 VIII
第一章 緒論 1
第一節 選題背景及研究意義 1
第二節 問題的提出 10
第三節 研究目的與目標 10
第四節 研究意義 12
第五節 研究方法與研究框架 14
第二章 文獻回顧 19
第一節 休閒約束理論 19
第二節 約束條件 26
第三節 促進因素 35
第四節 葡萄酒產地旅遊 44
第五節 葡萄酒目的地形象 48
第六節 訪問意向 51
第七節 旅遊經驗及原產國葡萄酒品牌偏好 55
第八節 文獻總結及述評 62
第三章 研究设计 65
第一節 研究對象的背景分析 65
第二節 研究假設 74
第三節 定量研究範式的選擇 85
第四節 研究設計的具體步驟 85
第五節 預調研 98
第六節 正式調研數據收集與篩選 113
第四章 研究結果的分析與討論 115
第一節 描述性統計分析 115
第二節 信度分析 119
第三節 驗證性因數分析與討論 120
第四節 結構模型檢驗 135
第五節 方差分析 147
第五章 結論與討論 162
第一節 研究結果的討論 162
第二節 研究結論 170
第三節 實現研究目的和目標 172
第四節 理論及實踐啟示 174
第五節 研究局限及未來研究方向 179
參考文獻 182
附錄 調研問卷 208
摘要 II
Abstract III
目錄 V
圖目錄 VII
表目錄 VIII
第一章 緒論 1
第一節 選題背景及研究意義 1
第二節 問題的提出 10
第三節 研究目的與目標 10
第四節 研究意義 12
第五節 研究方法與研究框架 14
第二章 文獻回顧 19
第一節 休閒約束理論 19
第二節 約束條件 26
第三節 促進因素 35
第四節 葡萄酒產地旅遊 44
第五節 葡萄酒目的地形象 48
第六節 訪問意向 51
第七節 旅遊經驗及原產國葡萄酒品牌偏好 55
第八節 文獻總結及述評 62
第三章 研究设计 65
第一節 研究對象的背景分析 65
第二節 研究假設 74
第三節 定量研究範式的選擇 85
第四節 研究設計的具體步驟 85
第五節 預調研 98
第六節 正式調研數據收集與篩選 113
第四章 研究結果的分析與討論 115
第一節 描述性統計分析 115
第二節 信度分析 119
第三節 驗證性因數分析與討論 120
第四節 結構模型檢驗 135
第五節 方差分析 147
第五章 結論與討論 162
第一節 研究結果的討論 162
第二節 研究結論 170
第三節 實現研究目的和目標 172
第四節 理論及實踐啟示 174
第五節 研究局限及未來研究方向 179
參考文獻 182
附錄 調研問卷 208
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