上海台商家庭返台旅遊動機、目的地意象 與行為意圖關係之研究

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题名:	上海台商家庭返台旅遊動機、目的地意象與行為意圖關係之研究 The Relation between Motivation, Destination image and BehaviorIntentions of Traveling to Taiwan for Taiwanese Businessmen and their Family in Shanghai
作者:	楊牧寰
贡献者:	觀光事業學系觀光休閒事業碩士在職專班
关键词:	台商回國旅遊動機七大推力兩大拉力目的地意象行為意圖
日期:	2020
上传时间:	2020-09-09 15:04:57 (UTC+8)
摘要:	我國的久居國外的台商非常多，尤其是大陸的台商人口比例最高。但是長時間遠離他鄉且重心在事業上的台商們回到台灣來還會對台灣本地內的風景區、觀光區感到興趣或是想重遊故地嗎？因此本研究針對大上海地區的台商做問卷分析。本研究旅遊動機分為七大推力、二大拉力因素，七大推力因素為：擺脫世俗環境、自我探討與評價、放輕鬆、追求名望、恢復活力、促進親屬感情、加強人際互；二大拉力因素為：新奇的事物與教育，將目的地意象、行為意圖加以分析與探討，希望能藉此了解遠居他鄉的台商對於故鄉旅遊的心態。此論文探討的本意為了解，台商個人或是舉家歸國後不論是假期返台還是退休返台，對於在國內包括國家公園，渡假勝地，名勝，古蹟…等等的觀光景點旅遊之動機與意圖。台商因為工作關係皆是長居海外他鄉，平時的旅遊休閒活動也是以海外為主，但返台後的台商還願意在台灣境內的各個景點旅遊之意願。 There are many Taiwanese businessmen living abroad for a long time, and the proportion of Taiwanese businessmen in mainland China is the highest. But if the Taiwanese businessmen who have been away from home for a long time and focused on their careers return to Taiwan, will they still be interested in the scenic spots and tourist areas in Taiwan or want to visit their hometown again? Therefore, this study does a questionnaire analysis of Taiwan businessmen in the Greater Shanghai area. The motivation of this study is divided into seven major thrusts and two major pulling factors. The seven major thrust factors are: getting rid of the secular environment, self-discussion and evaluation, relaxing, pursuing fame, restoring vitality, promoting relatives' feelings, and strengthening interpersonal relationships; The factors are: novelty and education, analysis and discussion of destination imagery and behavioral intentions. I hope that I can understand the attitude of Taiwanese businessmen who live far away from hometown tourism. The purpose of this thesis is to understand whether Taiwanese individuals or their families return to Taiwan after returning home from vacation or retirement. For domestic tourist attractions including national parks, resorts, places of interest, historical sites, etc Motivation and intention. Because of the working relationship, Taiwanese businessmen have lived abroad for a long time, and their usual leisure activities are mainly overseas. However, after returning to Taiwan, they are willing to travel to various attractions in Taiwan.
显示于类别:	[觀光事業學系暨研究所 ] 博碩士論文

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