長宿休閒潛在顧客之知覺價值與行為意向之關係

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题名:	長宿休閒潛在顧客之知覺價值與行為意向之關係
作者:	吳晉銘
贡献者:	觀光事業學系
关键词:	知覺價值地方依附行為意向長宿休閒
日期:	2011
上传时间:	2011-11-02 13:44:06 (UTC+8)
摘要:	2008年馬、蕭政府的上任，對於台灣觀光策略所提出的看法，乃明確的指出開發「長宿居遊區」，以吸引國內外老人長期居住。其原因在於台灣、日本、韓國已經出現人口老化情形，而在中國大陸則即將面臨。故政府單位應該積極規劃，且結合觀光、旅遊及醫療之「長宿居遊區」，讓老人家生活於風景優美、醫療照顧之良好地區，促使台灣成為亞太區最適合老人長宿旅遊的國家。本研究採用量化研究並以便利抽樣法為本研究之方法，採用SPSS 18版本統計分析軟體進行單因子變異數分析、迴歸分析等資料分析。本研究結果發現，長宿休閒潛在顧客之知覺價值正向影響行為意向；長宿休閒潛在顧客之地方依附正向影響行為意向；長宿休閒潛在顧客之知覺價值正向影響地方依附。本研究之結果在學術上之貢獻，可提供給後者在針對國人長宿休閒這塊領域上有一先例參考，因為在國內之研究大多針對日本銀髮族為對象，鮮少有研究是針對台灣退休族群或者銀髮族群進行研究。而在實務上之貢獻，可提供給業者更多資訊對於顧客們的需求進而增添軟硬體設施以及更多資訊給顧客，帶動其當地之經濟發展，亦可提升其當地文化特色之發展。 The new government took office in 2008, it proposed developing long stay living areas to Taiwan tourism strategy in order to attract the elders long stay at home and abroad. Therefore, government authorities should be actively planning and combining with tourism, travel and medical of the "Long Stay Home Tour Area ", so that elders could live in the area of beautiful scene and good medical care, prompting Taiwan to become the most suitable country to long stay for elders. The study is quantitative research. It uses convenience sampling as method, adopting SPSS 18 statistic analysis software to make single factor analysis of variance, regression analysis and so on. The results showed that perceived value positive influence behavior intention for potential customers of long stay, place attachment positive influence behavior intention for potential customers of long stay,perceived value positive influenceplace attachment for potential customers of long stay. The academic contribution of this study is providing for people who aimed at the area of long stay leisure as reference. Since most domestic researches targeted senior citizens in Japan, few studies have focus on Taiwan retirement or senior group. The practical contribution is to offer more information about customer demands to the industry, and further increase software, hardware facilities, and more information to customer, driving local’s economical development, and also promoting development of local culture character.
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