夜市觀光意象、體驗滿意度與體驗後行為關聯性研究－以高雄六合觀光夜市遊客為例...

夜夜夜夜夜夜夜夜夜夜夜夜夜夜夜夜夜、體體夜夜夜夜夜夜夜夜夜夜夜夜夜夜夜夜夜－夜夜夜 (JIA-HUA WU) 夜夜夜夜夜夜夜夜：夜夜： MAB0210 夜夜夜夜夜：夜夜夜夜夜夜夜夜夜：

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夜市觀光意象、體驗滿意度與體驗後行為關聯性研究－以高雄六合觀光夜市遊客為例吳佳華 (JIA-HUA WU). 班級：休閒碩研二甲學號： MAB0210 學生：張微羚指導老師：黃淑玲老師. 摘要. 研究背景：根據在通部觀光局在 2009 年的調查報告指出「夜市體驗」在許多遊人的心目中高雄六合觀光夜市是全臺眾多的觀光夜市中到訪位居第二名，僅次於台北士林夜市。目的：探討遊客對於高雄市六合觀光夜市意象、體驗滿意度與體驗後行為之間的關連性。對象：到訪高雄市六合國際觀光夜市體驗的遊客。問卷發放：發放 350 份問卷，有效問卷為 309 份。 - PowerPoint PPT Presentation

Transcript of 夜市觀光意象、體驗滿意度與體驗後行為關聯性研究－以高雄六合觀光夜市遊客為例...

(JIA-HUA WU)MAB0210
2009 350 309
(2010)

(2007)

(19992009 )
1.

2.

3.

4.
(Dichter, 1985; 2009) (2009) BignSnchez Snchez (2001) () (2009)
(2009) (2002)Jones Sasser (1995) (2009)2002) (2009)
H1. H2. H3. H1H2H3
1. 2. 3. 4.
(%)14747.616252.418359.212640.820 154.921~3017155.331~40 4213.641~50 4514.651~60 154.961 216.88728.26621.49330.13310.761.9247.8
(%)()123.94815.5()12640.812339.88126.220,000 4514.620,001~30,0006621.430,001~40,000 3912.640,001~50,000 309.750,001~60,000 185.860,001~70,000 185.870,001 123.9 ()7223.3 ()12640.8 ()9330.1 ()123.9 ()61.9
(%)18961.2185.85718.4154.9309.74213.621368.95417.51 9029.12~310534.04~5 7223.36 () 4213.6
(%)247.88427.2/14747.6278.7278.7247.830 247.831~60 15349.561~90 11436.991 185.8
1. 0.7962. 0.7943. 0.7894. 0.7015. 0.6756. 0.6177. 0.5648. 0.8009. 0.76210. 0.60111. 0.55312. 0.74013. 0.69414. 0.650
15. 0.81616. 0.80517. 0.86618. 0.8064.1472.4732.4562.2171.828Cronbachs alpha0.8860.8200.7590.7440.833(%)23.03713.74013.64712.31910.157(%)23.03736.77750.42462.74372.901
**p0.01 ***p0.001

t RR2.2594.915.000***

.785

.616.2364.469.000***

.1803.195.002**.3217.877.000***.043.974.000***
***p0.001 **p0.01 ***p0.001

t RR2.78922.504.000***.789.623

t RR2.1001.952.052

.799

.639.2905.656.000***.3165.785.000***.1974.992.000***.1162.745.006**
309()KMO
Gronholdt et al. (2000)Kristensen et al. (2000)Bign et al. (2001)Marcelo Royo-Vela (2008) (2009)
4 Prayag (2008) Bign et al. (2001) (2009) (2009) (2010)
()