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高雄市城市意象與賽會後旅遊行為意圖之關係研究－以2009世界運動會國際與...

呂紹祺

高雄市城市意象與賽會後旅遊行為意圖之關係研究－以2009世界運動會國際與會者為例 = A study of the relationship between Kaohsiung’s city image and tourists’ behavioral intentions of the post World Games－From international participants’ perspectives

Record Type:	Language materials, printed : monographic
Paralel Title:	A study of the relationship between Kaohsiung’s city image and tourists’ behavioral intentions of the post World Games－From international participants’ perspectives
Author:	呂紹祺,
Secondary Intellectual Responsibility:	國立高雄大學
Place of Publication:	[高雄市]
Published:	撰者;
Year of Publication:	民99[2010]
Description:	119面圖，表 : 30公分;
Subject:	世界運動會
Subject:	The World Games
Online resource:	http://handle.ncl.edu.tw/11296/ndltd/00372224395290662317
Summary:	目的地意象意在一個人的旅遊決策與旅遊後行為上扮演關鍵性角色。工業重鎮的刻板印象影響了高雄市的觀光發展，因此如何利用本身的資源與優勢來建立獨特與鮮明的城市意象就成為地方發展的重要議題。本研究旨在探討參與2009世界運動會的國際與會者對於高雄市的城市意象及服務滿意度認知，以及城市意象、服務滿意度與行為意圖之互動關係。主要的研究結果包括：(1)國際與會者針對26個城市意象以「對外來遊客友善」的認同度最高，「宗教氣氛濃厚」最低；針對四個意象面向以「當地民情風俗」的認同度最高，「旅遊環境感受」最低；(2)國際與會者的背景與特性不同在城市意象、服務滿意度認知上呈現顯著性差異；(3)城市意象與服務滿意度皆對於旅遊後行為意圖有顯著正面影響；(4)高雄市城市意象對於服務滿意度有顯著正面影響。(5)城市意象對旅遊後行為意圖之正面影響透過服務滿意度的中介效果而強化。本研究亦針對政府政策、實務操作及未來研究進行討論。 Destination image has played a crucial role in one’s travel decision-making and post travel behavior. The image of being an industrial city has limited Kaohsiung’s tourism development. Therefore, how to utilize the resource and advantage of itself in building a distinct or unique city image has became an important issue for local development. The purpose of this study is to investigate the city image and service satisfaction perceived by foreign participants and the interrelationship between city image, service satisfaction, and post travel behaviors. Major findings were as follows：(a) "people are friendly to foreign tourists" was ranked the highest, while “a strong religious atmosphere" was ranked the lowest among 26 city images. "local customs and people” was ranked the highest, while “travel environment and atmosphere” was ranked the lowest among 4 image dimensions; (b) there were significant differences on perceived city image and service satisfaction among foreign participants with different characteristics; (c) both "city image" and "service satisfaction" had significantly positive effects on post travel behaviors; (d) "city image" had a significantly positive effect on "service satisfaction”; (e) the effect of "city image" on post travel behaviors can be increased by a mediator variable of "service satisfaction”. Implications for government policy-making, practitioner practices, and further research were also discussed.

高雄市城市意象與賽會後旅遊行為意圖之關係研究－以2009世界運動會國際與會者為例 = A study of the relationship between Kaohsiung’s city image and tourists’ behavioral intentions of the post World Games－From international participants’ perspectives
呂, 紹祺

高雄市城市意象與賽會後旅遊行為意圖之關係研究－以2009世界運動會國際與會者為例 = A study of the relationship between Kaohsiung’s city image and tourists’ behavioral intentions of the post World Games－From international participants’ perspectives / 呂紹祺撰 - [高雄市] : 撰者, 民99[2010]. - 119面 ; 圖，表 ; 30公分.
參考書目：面.
世界運動會The World Games

高雄市城市意象與賽會後旅遊行為意圖之關係研究－以2009世界運動會國際與會者為例 = A study of the relationship between Kaohsiung’s city image and tourists’ behavioral intentions of the post World Games－From international participants’ perspectives
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328 $a 碩士論文--國立高雄大學運動健康與休閒學系碩士班
330 $a 目的地意象意在一個人的旅遊決策與旅遊後行為上扮演關鍵性角色。工業重鎮的刻板印象影響了高雄市的觀光發展，因此如何利用本身的資源與優勢來建立獨特與鮮明的城市意象就成為地方發展的重要議題。本研究旨在探討參與2009世界運動會的國際與會者對於高雄市的城市意象及服務滿意度認知，以及城市意象、服務滿意度與行為意圖之互動關係。主要的研究結果包括：(1)國際與會者針對26個城市意象以「對外來遊客友善」的認同度最高，「宗教氣氛濃厚」最低；針對四個意象面向以「當地民情風俗」的認同度最高，「旅遊環境感受」最低；(2)國際與會者的背景與特性不同在城市意象、服務滿意度認知上呈現顯著性差異；(3)城市意象與服務滿意度皆對於旅遊後行為意圖有顯著正面影響；(4)高雄市城市意象對於服務滿意度有顯著正面影響。(5)城市意象對旅遊後行為意圖之正面影響透過服務滿意度的中介效果而強化。本研究亦針對政府政策、實務操作及未來研究進行討論。 Destination image has played a crucial role in one’s travel decision-making and post travel behavior. The image of being an industrial city has limited Kaohsiung’s tourism development. Therefore, how to utilize the resource and advantage of itself in building a distinct or unique city image has became an important issue for local development. The purpose of this study is to investigate the city image and service satisfaction perceived by foreign participants and the interrelationship between city image, service satisfaction, and post travel behaviors. Major findings were as follows：(a) "people are friendly to foreign tourists" was ranked the highest, while “a strong religious atmosphere" was ranked the lowest among 26 city images. "local customs and people” was ranked the highest, while “travel environment and atmosphere” was ranked the lowest among 4 image dimensions; (b) there were significant differences on perceived city image and service satisfaction among foreign participants with different characteristics; (c) both "city image" and "service satisfaction" had significantly positive effects on post travel behaviors; (d) "city image" had a significantly positive effect on "service satisfaction”; (e) the effect of "city image" on post travel behaviors can be increased by a mediator variable of "service satisfaction”. Implications for government policy-making, practitioner practices, and further research were also discussed.
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