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研究生: 李季芸
Chi-Yun Li
論文名稱: 主題旅遊者之人格傾向對旅遊滿意度之影響-以心理幸福感為中介變數
The Influence of Personality Tendency of Special Interest Traveler on Travel Satisfaction- psychological well-being as a mediator
指導教授: 吳克振
Cou-Chen Wu
口試委員: 張順教
Shun-Chiao Chang
張譯尹
Yi-Ying Chang
學位類別: 碩士
Master
系所名稱: 管理學院 - 企業管理系
Department of Business Administration
論文出版年: 2019
畢業學年度: 107
語文別: 中文
論文頁數: 58
中文關鍵詞: 主題旅遊人格傾向能力本質傾向能力增進傾向心理幸福感旅遊滿意度
外文關鍵詞: special interest tourism, personality tendency, incremental theorists, entity theorists, psychological well-being, travel satisfaction
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  • 在旅遊中,旅客獲得的心理幸福感愈高,所產生的旅遊滿意度愈高。然而,旅客的感知存在著個體差異,本文使用兩個研究檢驗心理幸福感與旅遊滿意度,受到人格傾向與主題旅遊類型的影響程度。研究一對兩類型的主題旅遊(自然旅遊/文藝旅遊)進行不同人格傾向的實驗設計,發現旅客在與其人格傾向一致的主題旅遊中,所獲得的心理幸福感與旅遊滿意度較高。研究二將兩類型的主題旅遊(冒險旅遊/文藝旅遊)分成不同問卷,每份都以相同目的地、不同的行程內容,試圖讓旅客感受到不同程度的情緒刺激。在冒險旅遊中,行程一傳達高度具有挑戰性與學習新技能的概念(刺激強),行程二所傳達的概念則相對較弱(刺激弱);在文藝旅遊中,我們則針對相同的行程,使用不同的方式描述,第一種是強調目的地之世界遺產相關稱號,傳達目的地之高度品牌承諾(刺激強),第二種僅傳達旅客可以加深對文藝術古蹟的了解(刺激弱)。研究結果發現旅客在與其人格傾向一致的主題旅遊中,旅遊滿意度會受情緒刺激程度影響。當旅客受到的情緒刺激強,人格傾向會透過心理幸福感影響旅遊滿意度,且能力增進傾向的旅客所獲得的旅遊滿意度會高於能力本質傾向。


    In tourism, the higher level of psychological well-being lead to the higher level of travel satisfaction. However, there are individual differences in the perception of tourists. In this paper, we use two studies to test the degree of psychological well-being and travel satisfaction influenced by personality and the type of special interest tourism. In Study 1, we design experiments with different personality tendencies for two types of special interest tourism (nature /legacy tourism) and find that travelers have higher level of psychological well-being and travel satisfaction in the special interest tourism which is consistent with their personality. In Study 2, we divide the special interest tourism (adventure travel/legacy tourism) into different questionnaires, each containing the same destination, trying to make travelers feel different levels of emotional stimulation. In adventure tourism, Itinerary 1 conveys the concept of challenging and learning new skills (strong stimulus), and the concept conveyed by itinerary 2 is relatively weak (weak stimulus); In the legacy tourism, we use different ways to describe the same itinerary. The first type is to emphasize the World Heritage-related title of the destination, to convey the high level of brand promise in the destination (strong stimulus), while the second type only conveys that travelers can deepen their understanding of the cultural and artistic monuments (weak stimulation). We find that travelers are effected by emotional stimuli in the special interest tourism that are consistent
    with their personality. When the emotional stimuli of travelers are strong, personality have an indirect effect on travel satisfaction via psychological well-being;furthermore, the travel satisfaction of incremental theorists will be higher than that of entity theorists.

    第一章 緒論 9 第一節 研究背景 9 第二節 研究目的 10 第三節 研究流程 11 第二章 文獻探討 12 第一節 主題旅遊 12 第二節 人格傾向 13 第三節 心理幸福感 14 第四節 旅遊滿意度 16 第三章 主題旅遊者之人格傾向對旅遊滿意度之影響 18 第一節 研究目的 18 第二節 研究假說 18 第三節 問卷設計 20 第一項 人格傾向量表 20 第二項 心理幸福感量表 21 第三項 旅遊滿意度量表 23 第四節 實驗設計 23 第一項 研究概述 23 第二項 刺激 23 第三項 受測者與實驗程序 24 第五節 前測 25 第六節 結果與討論 25 第四章 主題旅遊者之心理幸福感對旅遊滿意度之影響 33 第一節 研究目的 33 第二節 研究假說 34 第三節 問卷設計 35 第一項 人格傾向量表 35 第二項 心理幸福感量表 36 第三項 旅遊滿意度量表 36 第四節 實驗設計 37 第一項 研究概述 37 第二項 刺激 37 第三項 受測者與實驗程序 39 第五節 前測 39 第六節 結果與討論 40 第五章 結論與建議 49 第一節 結論與管理意涵 49 第一項 研究結論 49 第二項 管理意涵 50 第二節 研究限制與建議 51 文獻 53

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