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[[alternative]]A Study of Factors Influencing the Customers' Purchasing Intention on Beauty Service--Use Individual Beauty Studio as an Example
No full text[[abstract]] 本研究旨在探討美容工作室行業的產品屬性、知覺價值、體驗行銷與購買意願之間的關係。因美容工作室之產品具有其獨特性，故產品屬性相對產品價格對消費者的購買意願更具解釋能力。因此，美容業者最常使用的行銷策略是體驗行銷而非價格競爭策略。簡言之，如何提升消費者的知覺價值，進而增加消費者之購買願意值得探討之主題。 具體研究目的分別為（一）探討產品屬性對於知覺價值有無顯著之影響，（二）探討產品屬性對於購買意願有無顯著之影響，（三）探討知覺價值對於購買意願有無顯著之影響，（四）探討體驗行銷對於知覺價值有無顯著之影響，（五）探討體驗行銷對於購買意願有無顯著之影響，（六）探討知覺價值是否中介體驗行銷與購買意願。 本研究採取問卷調查方法，進行量化分析，藉由獨立樣本t檢定、單因子變異數分析以及迴歸分析，會發現以下實證分析結果，產品屬性會影響知覺價值；產品屬性會影響購買意願；知覺價值會影響購買意願；體驗行銷會影響知覺價值；體驗行銷會影響購買意願；知覺價值會中介體驗行銷與購買意願。[[abstract]] The aim of this study is to explore the relationship among the product attributes, perceived value, experience marketing, and purchase intention in the beauty studio industry. Due to the uniqueness of beauty studios, the product attributes rather than price are more related to customer purchasing intention. Thus, instead of price competition, experience marketing is the most commonly used strategy for beauty industry. In other words, for keeping the supplier competition, how to enhance the consumer's perceived is worth to explore. Experience marketing, perceived value and product attributes are regarded as the explaining variables to the purchasing intention in this study. For investigating the explaining ability of these dependent variables to purchasing intention, the questionnaire survey and the quantity analysis methods are employed. According to the empirical results of using t test, ANOVA test and regression analysis, the following findings are suggested, (1) Product attributes have a significant impact on perceived value which is suggested having significant impact on purchase intention. (2) Purchase intention also directly is impacted by product attributes and experience marking. (3) The experience marking significantly impact on perceived value which plays the intermediary role between experience marketing and purchase intentions
[[alternative]]A Case Study of Entrepreneurial Motivation and Process: The Case of Art Painting Studios
No full text[[abstract]] 本研究主要探討藝術彩繪創業者的創業動機歷程與所遇困境與因應策略。研究動機在於研究者教導技術領域的過程，發現一些在美容業的創業者，相繼轉往藝術彩繪或多元技術而創業，促使研究者想深入去探討這些成功個案的創業經驗，進而能協助想從事藝術彩繪創業者。本研究採用質性訪談方式，以創業動機歷程之個案探討－以藝術彩繪工作室為研究對象，採取半結構式訪談大綱進行訪談資料收集的工具。研究結果顯示：(1)藝術彩繪創業動機主要包括：(1)個人興趣與時間自由； (2)把興趣與事業結合及愛漂亮以及 (3)意外機會之掌握。而藉由創業，可以創造的價值包含：(1)經濟獨立自由； (2)成為講師傳承技術以及(3)從藝術成就感提升到心靈層次。創業過程中所面臨之困境為資金、客源與繪圖設計。藝術彩繪創業先前工作經驗包括：(1) 相關服務業經驗; (2)運用不相關工作經驗及(3)家族事業背景經驗。藝術彩繪創業的資源來源與運用包括：(1)流行經驗創作， (2)網路作品經驗以及(3)美學修養經驗。[[abstract]] This research mainly explores the entrepreneurial motivation process, dilemma and coping strategies of art painting entrepreneurs. The research motivation lies in the process of the researcher's teaching in the technical field, and finds that some entrepreneurs in the beauty industry have successively converting art painting or multi-technology into new ventures. This trend motivates the researcher to investigate these successful cases' entrepreneurial experience, which aims to help those who are interested in becoming art painting entrepreneurs. This research adopts a qualitative interview method, and investigates new venture creation motivation and process through case studies of art painting studios. Major research findings are as follows. The entrepreneurial motivation for art painting studios includes (1) personal interest and freedom of time; (2) combining interests with career and love of beauty; and (3) grasp of unexpected opportunities. Through new venture creation, art studios entrepreneurs create values by (1) obtaining economic independence and freedom, (2) becoming a lecturer for teaching painting techniques, and raising the sense of artistic achievement to the level of the soul. Obstacles of entrepreneurial process mainly include capital source, customer base, and graphic design. The previous work experience related to new ventures of art painting studios includes (1) relevant service industry experience; (2) the use of irrelevant work experience; and (3) family business background experience. The sources and acquisitions of entrepreneurial resources include (1) popular experience creation; (2) online work experience, and (3) aesthetic cultivation experience
[[alternative]]The Study of Perceived Value, Customer Satisfaction and Repurchase Intention: An Example of Beauty SPA Industry
No full text[[abstract]] Maslow (1969) 在其需求理論中提到，人們於滿足生理及安全的基本需求後，便會開始追求較高層次，其中包含了「美的需求」。美已不再是女性的專利，連男士們也紛紛加入美容的行列，因此顧客對於產品之認知及服務後的滿意度，經由不同的評估下，進而提升顧客的再次消費意願。 本論文以美容SPA顧客為分析對象，了解認知價值、顧客滿意度與再購意願之關聯性，以消費顧客施以調查，並採用問卷方式，共收回280份，在以SPSS套裝軟體進行資料分析加以驗證，回收資料以信度分析、效度分析與因素分析、敘述性統計、獨立T檢定與單因子變異數分析最後藉由迴歸分析等統計方法進行分析。研究結果得知如下：1. 不同的人口統計變項在認知價值方面有顯著差異2. 不同的人口統計變項在顧客滿意度方面有顯著差異3. 不同的人口統計變項在再購意願方面有顯著差異4. 認知價值對顧客滿意度有顯著的影響5. 認知價值對再購意願有顯著的影響6. 顧客滿意度與再購意願有顯著的影響[[abstract]] Maslow (1969) mentioned in his need-hierarchy theory that after people meet the basic needs of health and safety, they will begin to pursue higher levels of needs, including ＂the need of beauty＂. Beauty is no longer a patent for women, even men have joined the beauty industry. Therefore, the customers' perception of the product and the satisfaction after the service will be evaluated through the same evaluation to further enhance the customer's willingness to consume again. This study targeted beauty spa customers as analysis object, and to understand the correlation between perceived value, customer satisfaction and repurchase intention. This study distributed questionnaire surveys to beauty spa consumers, a total of 280 surveys were collected and verified using SPSS statistical software. The collected data was analyzed using statistical methods such as reliability analysis, validity analysis, factor analysis, descriptive statistics, independent T-test and analysis of variance, and finally by regression analysis. The results are shown as follows: 1.Different demographic variables have significant differences in perceived value.2.Different demographic variables have significant differences in customer satisfaction3.Different demographic variables have significant differences in repurchase intention4.Perceived value has a significant impact on customer satisfaction5.Perceived value has a significant impact on repurchase intention6.Customer satisfaction has a significant impact on repurchase intentio
[[alternative]]A Study on the Cultural Connotation and Meaning of Buddhist Using Incense
No full text[[abstract]] 香供養在佛教儀式中，具有其意義與內涵，本研究從佛教發源地－印度的用香文化，以及佛教發展地－中國的香供養文化作為主要探討，本文從佛教經典中梳理，香供養的意涵與發展脈絡，在印度的用香文化中，使用形式包含：塗香、末香、燒香等，透過香的物質特性達到身心清淨、環境淨化等作用，從中國香供養發展中，梳理佛教傳入中國後興盛時期的香供養器物，其中以法門寺香器所呈現的佛教意涵作為興盛代表，從器物形制到符號意涵，將器物所承載的佛教教義與文化作一文探討。在中國的法會儀式中，香供養所代表的是此方與他方祈願與交流的傳遞媒介，因此從水陸法會的儀式歷程，以及儀文所反映的供養意涵，看見，凡俗物質與宗教精神層面結合，可成為供養聖物，並從儀軌中梳理香供養所具有布達、薰習、淨化等目的，透由儀文中反映的宗教實踐，能達到現世者對自我生命轉化與提升，能使自身由凡入聖的轉化，使其生命達到究竟圓滿，以此研究開顯現代香供養的修行價值與意義，成為佛教香供養的內涵及義理依據。[[abstract]] Incense offering has its meaning and connotation in Buddhist rituals. This research explores the culture of using incense in India—where Buddhism originated—and the culture of offering incense in China, which is considered the center of Buddhist development. Through the analysis of Buddhist texts, this paper provides the connotation and history of incense offering. Within the Indian cultural context, incense can take on the forms of liquid, powder, or sticks, and its purpose of purifying the user's body, mind, and environment is achieved through its unique physical characteristics. Within the Chinese cultural context, various incense offering instruments were developed, and this paper will organize on the instrument used at Famen Temple as a representation of prosperity of Buddhism during that time. The Buddhist doctrinal and cultural connotations reflected on the instrument's physical form and symbols will be explored. In Chinese Buddhist rituals, incense offering is a means of communication between the natural and supernatural world. This is reflected through the Water and Land Dharma Service Liturgy, where an otherwise mundane item becomes a sacred offering item through integration with religious spirituality. In addition, incense offering is seen to have the goals of communicating with higher realms, smoldering, and purifying one's body and mind. Through its religious application, one is able to transcend from a worldly state to a sagely one, thus perfecting one's character. This research will highlight the value and worth of incense offering in the modern day, hence proving the intrinsic value and doctrinal validity of Buddhist incense offering
[[alternative]]A Study on the Model of Practices and Vows of Upāsikās in Buddhism
No full text[[abstract]] 優婆夷身為佛教四眾弟子之一，對佛教二千多年的發展與貢獻，可謂功不可沒。其對佛教的貢獻體現於行願上，然因女性向來處於弱勢隱晦的族群，長久以來為史筆所忽略。基於此，本論文透過原始、大乘經典及中國佛教史籍、傳記等文獻資料，進行耙梳及匯整，並選擇古印度、中國歷代及民國初年，各時期具代表性的佛教善女人典範之修行事蹟及德目，建構系統性的研究。 原始經典中之優婆夷修行，著重在個人人格的養成及來世的利益；大乘時期之優婆夷，則除了利己的修行，更擴大為利他的菩薩行；中國佛教典籍中之優婆夷則為適應當時代政策、社會環境等條件，而偏重於淨土法門；近現代優婆夷，多為知識份子，且具經濟能力，行願之實踐上，則不再侷限於居家修行，而是走入大眾，講經弘法、譯經造論、建寺興學等不一而足。 不同時代之優婆夷，其行願展現當時代之修行特色，凸顯佛教從印度到中國之間的顯著差異。根據典籍記載，本研究選定之具代表性的典範優婆夷，均能顯示她們適應當代社會環境的堅韌度，更展現其信仰的虔懇態度與實踐的堅持，實無時空的差別。本論文針對古印度、中國優婆夷行願之研究發現，期能給予當今人間佛教在家修行女性，無論優婆夷或一般初入門之女眾修行者，提供修行借鏡。同時，亦期本研究能作為未來研究佛教女性修行者行願，以及當代探討女性議題之參考。[[abstract]] As one of the Fourfold Assemblies of Buddhist Disciples, Upāsikās have contributed greatly to the development of Buddhism, which manifests in the form of their practice and vows. However, due to the marginalized status of women, they have often been omitted by history annals. This thesis will conduct a systematized research on the cultivation and virtues of model Buddhist Upāsikās of various time periods—ancient India, Chinese imperial dynasties, and the first year of the Republic of China—through organizing literature such as Early Buddhist texts, Mahayana texts, Chinese Buddhist historical records, and biographies. Cultivation of Upāsikās found in Early Buddhist texts emphasized building a sound character and benefiting future lives. Upāsikās during the period of Mahayana Buddhism, other than cultivating to benefit oneself, also extended to the bodhisattva practice by benefiting others. Upāsikās within Chinese Buddhist texts focused on Pure Land Cultivation in order to adapt to conditions such as imperial policies and the social environment. Upāsikās of the modern era are mostly highly educated and financially self-reliant; their practice and vows are no longer limited to the household, rather, they reach out to society, translate sutras, write commentaries, and construct monasteries and schools. The practice and vows of Upāsikās of different eras demonstrate the defining characteristic of cultivation of their respective time periods, as well as highlight the differences in Buddhism as it transmitted from India to China. According to records, the Upāsikās chosen as the subjects of research are exemplars who have demonstrated resilience in adapting to their social environments, as well as their devout faith and perseverance in actual practice. These qualities remain constant throughout each time period. It is hoped that through the research of the practice and vows of Upāsikās in ancient Indian society and imperial Chinese society, this research can provide an entry point of cultivation to lay female practitioners of Humanistic Buddhism of today. It is also hoped that this research may provide reference for future research on women in Buddhism, as well as current women social issues
[[alternative]]The Preliminary Study of Carbon Footprint of Taiwan's Night Market: A Case Study of Fried Chicken Cutlet
No full text[[abstract]] 全球暖化是近年備受關注的全球議題跨政府氣候變遷委員會 (IPCC)指出，全球暖化中之溫室氣體約有九成是來自人為活動，其中有近三成是與人類食物選擇相關。而近年所關注之飲食碳足跡，不僅僅在日常飲食，不少學者也指出，觀光活動中之飲食型態，對溫室氣體的產生有更大更顯著的影響。根據觀光局的調查，享受台灣美食已是外國觀光客來台消費目的之一，其中又以夜市文化吸引他們。在眾多夜市美食中，雞排是排名前三的品項。因此，本研究以國民美食雞排，作為研究對象，盤查其從食材生產、運輸、製作、棄置等不同階段所產生之二氧化碳排放當量。研究結果發現，一份雞排平均重量270公克，單純以油炸方式生產之炸雞排，估計有0.625 kgCO2e-，若油炸後再碳烤，使用瓦斯碳烤之雞排產生0.710 kgCO2e-，至於使用木炭之碳烤雞排則可高達1.401 kgCO2e- ；在不同口味方面，椒麻雞排之碳排潛勢為0.714 kgCO2e-，起司雞排0.801 kgCO2e-。從生命週期觀點來看雞排產製發現，碳排放量主要來自食材之生產過程(65~75%)，運輸端佔3%，廚餘(11~13%)，包裝佔3%，料理過程之能源燃料(9~15%)。以台灣一天生產約25萬片雞排的水準，推估台灣一年因食用雞排所產生之碳排放潛勢達6萬2108公噸，若以碳補償的觀點來看，大約需要種植3880公頃樹木方可消弭人為產生之二氧化碳。[[abstract]] Global warming has been closely emphasized on the global issues in recent years. Intergovernmental Panel on Climate Change indicates that ninety percentage of the greenhouse gases comes from human activities. About thirty percentage of that is related with food for human beings. Most scholars mention that carbon footprint not only shows in daily diet but in the diet pattern of sightseeing activities has a significant influence on the produce of greenhouse gases. According to the survey of Tourism Bureau, to enjoy Taiwan delicious food is one of the purposes to visit Taiwan, especially the culture of night market could catch their eye. Among various kinds of delicious snacks, chichen cutlet is the on the top three. Therefore, the researcher decides to choose the CO2 emission from the different phrases including production, transportation, and disposal as the theme of the study. As a result, the research indicates that a serving of chichen cutlet weighs 270 grams can make 0.625 kgCO2e- by frying. The way grilled after gas fried can make 0.710 kgCO2e-; as for the way grilled after charcoal fried can make 1.401 kgCO2e-.(It's thirty times the amounts of fried chicken cutlet). Spice chilly flavor can make 0.714 kgCO2e-. Cheese flavor can make 0.801 kgCO2e-. From the points of views of life circle period, carbon emission of making chichen cutlet which mainly comes from production accounts for 65-75%, transportation accounts for 3%, food waste accounts for 11-13%, package accounts for 3%, energy consumption accounts for 9-15%. And the most emission is the production of chicken cutlet which accounts for 87% of food. Take two hundred and fifty thousand servings of chicken cutlet in a day in Taiwan for example, it's estimated that the carbon emission is to 62108 tons. From the points of views of carbon emission, human beings have to plant 3880 hectares of trees to clean up CO2 from human activities
[[alternative]]The Effectiveness of Media Interpretation Design with Applying Fear Appeals: A Case of Persuading Tourists to Fasten Their Seat Belt
No full text[[abstract]] 根據研究，搭乘遊覽車未繫安全帶是導致遊覽車發生事故時，嚴重傷亡的主因之一。因此，如何有效宣導乘客在搭乘遊覽車時皆能繫上安全帶是刻不容緩的要務。本研究以恐懼威脅為訴求，設計解說資訊傳遞給遊客，以了解恐懼訴求是否是有效之說服式解說內容。解說資訊陳述內容乃依據平行過程延伸模式(EPPM)設計，並依此製作解說影片。研究利用問卷調查法，針對640名受試者進行調查，並對受試者進行解說影片觀看前後之行為意圖差異比較。研究結果發現，以具有高威脅感知和高效能感知的恐懼訴求解說影片對於提高遊客使用安全帶的行為意圖有顯著效果。此外研究發現，遊客使用安全帶前三名的原因為：自身安全著想、交通法規規定、司機廣播提醒；不使用安全帶的原因前三名為：沒有這個習慣、覺得繫安全帶不舒服、覺得路程很近不需要繫。研究成果提供給政府相關單位、遊覽車業者、教育相關單位，做為未來製作行車安全宣導素材之參考或作為交通安全教育教材使用。[[abstract]] According to research, fail to wear seat belts is one of the main causes of serious injuries and fatalities among the vehicle passengers in the bus crash. Therefore, it is an urgent task of encouraging passengers to wear seat belts when taking on tour bus. In this study, the interpretation information is designed according to the extended parallel process model (EPPM). This study used a questionnaire survey to investigate 640 subjects and compared the variations in behavioral intentions before and after watching the interpretation film. The results found that the information with high-threat perception and high-efficiency perception has a significant effect on improving the passengers' intention to fasten seat belts. In addition, the statistical results show that the reasons for using seat belts are: their own safety considerations, traffic regulations, and bus driver's reminders; the reasons for not using seat belts are: didn't have the habit, considered using seat belts is uncomfortable and inconvenient , or considered that using seat belts is unnessary in the short distance. The result of this study implicates that fear appeal is an effective persuasive strategy to boost passengers fasten seat belts
[[alternative]]Willingness to Pay and Factor of Visitor after Experiencing First-Class Monuments and National Park
No full text[[abstract]] 近年來，人們逐漸重視遊憩活動的重要性，對於旅行中的各項開銷，也有不同的想法。在國內的旅遊景點中，「一級古蹟」及「國家公園」皆為人們偏好之遊憩景點。本研究針對近一年內去過一級古蹟及國家公園之遊客，探討其旅遊動機、涉入程度、媒體型態認知效果與願付價格之間的關係，進而了解國人對於古蹟、國家公園門票之願付價格情況。本研究正式問卷總共發放 555份問卷，實際回收 543份問卷，刪除其中重複填答、填答不完整或亂填等問卷後，實得有效問卷 500份，有效回收率為90.2%。經結構方程模型(SEM)驗證研究假說關係，結果顯示：一、人口統計變項對於旅遊動機有顯著差異。二、職業、學歷及個人平均收入對於涉入程度有顯著差異。三、年齡對於媒體型態認知效果有顯著差異。四、職業及個人平均收入對門票願付價格有顯著差異。五、不同旅遊動機的遊客對門票願付價格有部分正向顯著影響。六、不同涉入程度的遊客對門票願付價格沒有直接顯著的影響。七、不同媒體型態認知效果的遊客對門票願付價格沒有直接顯著的影響。 本研究建議政府部門在一級古蹟及國家公園的管理上，可以做一些調整，例如：在一級古蹟的部分，可以結合相關的多元學習活動，讓遊客到此地旅遊時，能有更多知識性的收穫；在國家公園的部分，園區內部需保留適度的自然環境空間，讓遊客有充分的獨處空間與氛圍。如此一來，遊客便能提高對於門票的願付價格，創造政府、民眾雙贏的局面。[[abstract]] In recent years, people have gradually paid attention to the importance of recreational activities, and have different ideas about various expenses in travel.Among the domestic tourist attractions, ＂first-class monuments＂ and ＂national parks＂ are both popular tourist attractions.This study is aimed at tourists who have visited first-class monuments and national parks in the past year, and explored the relationship between their tourism motivation, involvement degree, media type cognitive effect and willingness to pay,then learn about the willingness of the Chinese to pay for the entrance fees of monuments and national parks.A total of 555 questionnaires were distributed in the formal questionnaire of this study, and 543 questionnaires were actually recovered. After deleting the questionnaires with repeated answers, complete answers or complete answers, 500 valid questionnaires were obtained, and the effective recovery was 90.2%.Structural Equation Modeling (SEM) was used to test the hypotheses proposed in the study. The findings are stated as follows: (1)Demographic variables have significant differences in tourism motivation.(2)There are significant differences in occupation, education and average personal income for the degree of involvement .(3)There are significant differences in age for media type cognitive effect.(4)There is a significant difference between the average income of occupations and individuals to the price of tickets.(5)Tourists with different motivations have some significant positive effects on the ticket price.(6)Tourists with different involvement levels have no direct and significant impact on the ticket price.(7)Tourists with different media cognitive effects have no direct and significant impact on ticket prices. This study suggests that the government should make some adjustments in the management of first-class monuments and national parks.For example, in the part of first-class monuments, it can be combined with related multiple learning activities, so that tourists can get more knowledge when they travel here.In the part of the national park, a moderate natural environment space should be reserved inside the park, so that visitors can have sufficient space and atmosphere alone.In this way, tourists will be able to increase their willingness to pay for tickets, creating a win-win situation for the government and the public
[[alternative]]A Study of Vietnamese Tourists' Image and Experiential Value of Taiwanese Snack
No full text[[abstract]] 臺灣對於國際遊客與越南觀光客而言，不僅是一個具有傳統文化特色的地方，而且還有許多自然美景，讓人沉醉於優閒的渡假生活。在這裡，遊客可以尋覓許多夢幻般的景點，並沿途欣賞臺灣的人文風光。因此，臺灣已成為眾多國際遊客心目中理想的旅遊地點。 因此，本研究幫助我們更好地瞭解臺灣的烹飪文化，臺灣的夜市文化，尤其是分析越南遊客對台灣小吃之意象與體驗價值。本研究旨在透過網路分析臉書（FB）文章內容，來瞭解越南人對台灣飲食文化之意象與體驗價值。先利用內容分析法及語義網絡分析法作質化的探討，再利用頻率分析、共詞分析及多元尺度分析做量化統計，來探討越南遊客對台灣小吃之意象與體驗價值，及彼此間的關聯性。 本研究結果如下：解釋夜市為什麼吸引遊客到台灣旅遊，探討越南觀光客對台灣之小吃意象。探討越南觀光客對台灣小吃之體驗價值。提出建議如何行銷夜市的其他活動，讓外國遊客除了品嚐美食之外，也可以同時進行其他消費行為，增加獲利與遊客的黏著度。[[abstract]] Taiwanese cuisines are a sincere expression of local culture, and serve to call attention to a locale's history and special features. Taiwan For international and Vietnamese tourists, Taiwan is not only a place with traditional characteristics, but also a very ideal place to go on vacation. Here, tourists can find fantastic locations and admire the ancient beauty that Taiwan has to offer. As a result, Taiwan has now become an ideal tourist destination for many tourists. Therefore, this study helps us better understand the culinary culture of Taiwan, the night market culture of Taiwan, and especially analyze the image and experience value of Taiwanese snacks by Vietnamese tourists. The purpose of this research is to analyze the content of Facebook (FB) articles online to understand Vietnamese people's image and experience value of Taiwanese food culture. First use content analysis and semantic network analysis to make qualitative discussions, and then use frequency analysis, contingency table analysis, correlation analysis, co-word analysis, factor analysis, and multi-scale analysis to make quantitative statistics to explore Vietnamese tourists' snacks on Taiwan. Image and experience value, and their relevance. The results of this study are as follows: The tourist food preference, novelty food acceptance, and food involvement of Vietnamese tourists themselves significantly affect their snack image, and then their final experience value. However, external influences such as the media, government agencies or friends did not significantly affect their snack image. This means that government promotion, industry marketing and word-of-mouth publicity still need to be strengthened. At the same time, Vietnamese tourists have a preference to experience Taiwanese snacks, and they are not highly accepting of unfamiliar snacks. Therefore, whether inside or outside Taiwan, the government or industry should create more activities or opportunities to let tourists know about Taiwanese snacks, reduce their unfamiliar feeling and increase acceptance, and also provide interactive opportunities such as experiencing snack making. Foreign tourists can have a happy experience while enjoying snacks, increasing the entertainment value
[[alternative]]The Relationship among Tourism Preferences, Tourism Images, Experiential Value and Behavioral Intentions--The Study of Da Lat City
No full text[[abstract]] 近年來，越南旅遊業得到了快速發展，旅遊業己經成為越南經濟社會增長的主要因素之一。在那背景下，大叻的旅遊業也得到了發展，無論是在數量還是在質量方面都在不斷地提升。大叻已經和正在成為吸引諸多國內遊客的旅遊勝地。 本研究旨在探討遊客的旅遊偏好、旅遊意象、體驗價值與行為意向等變數之關係及影響。為了發現影響到大叻市國內游客的旅遊行為意向的因素，提出一些建議，以提高旅遊質量，吸引遊客。 隨著城市旅遊潛力的增長，前往大叻的行程越來越適合。本文採問卷調查法進行資料收集，使用 SPSS18 統計套裝軟體作爲分析工具，以描述性統計分析、信效度分析、t 檢定、單因子變異數分析、迴歸分析等進行統計分析，並以國内外遊客在大叻市旅行為對象。 研究發現：旅遊偏好以“自然生態”的傾向居多；旅遊意象以“景觀意象”最高；體驗價值以“趣味性”最大與行爲意向多數遊客都想優先考慮到大叻旅遊，同時也向親朋好友推薦到大叻。旅遊偏好與旅遊意象對體驗價值有正向顯著性影響及體驗價值對行為意向有正向顯著性影響。[[abstract]] In recent years, Vietnam's tourism industry has developed rapidly, and tourism has become one of the main factors for Vietnam's economic and social growth. In that context, Dalat's tourism industry has also developed, both in terms of quantity and quality. Da Lat has become and is becoming a tourist attraction that attracts many domestic tourists. The purpose of this study is to explore the relationship and influence of variables such as tourists' tourist preferences, tourist image, experience value and behavioral intention. In this paper, questionnaire survey is used for data collection, and SPSS18 statistical software package is used as an analysis tool, with descriptive statistical analysis, reliability and validity analysis, single factor variance analysis, and domestic tourists traveling in Da Lat as the object. The study found that the preference for tourism is mostly ＂natural ecology＂; the tourism image is the highest in ＂landscape imagery＂; the experience value is the largest in ＂ playfulness＂ and behavioral intentions. Recommend to Dalat. Tourism preference and tourism image have a positive effect on experience value and experience value has a positive effect on behavior intention