3.5 問卷設計
3.5.1 旅客的社會經濟背景與特性
本研究為探討受訪到旅客之社會經濟背景資料及分佈情況，參考莊文義(2014)
、楊東衡(2011)、蔡佩璇(2013)、潘英琴(2012)、Ărtuĝer 等(2013)、Bianchi 等(2014)
、Chiu 等(2014)、Choo 和 Petricj(2014)、Haque 和 Khan(2013)、Jalilvand 等(2012)
、Kang 和 Gretzel(2012)、Kim(2014)、Lee 等(2013)、Mechinda 等(2009)、Munnukka
和 Järvi(2012)、Šerić 等(2014)、Som 等(2012)、Stepchenkove 和 Li(2014)、Veasna
b.□Male □Female
c.□Male □Female
Petrick, 2014 2.年齡
c.Jalilvand et al., 2012 d.Kang &
Gretzel, 2012
3.教育程度
□University or college
□Postgraduate
b.□Primary □Secondary
□University
c.□High school or less
□Technical/vocational high school
□Some college □College degree
□Graduate school/advanced degree
a.Chiu et al., 2014
b.Jalilvand et al., 2012 c.Šerić, 2014 d.Stepchenkova
& Li, 2014
變項名稱 數值類型 答案項內容 引用文獻 d.□Less than high school
□Completed high school
□Some college, not completed
□Completed college
□Post graduate work started/completed 4.居住地
a.Country of origin b.居住地 c.Country d.Residential
region
Nominal
scale 4.□高雄市
□基隆市 □台北市 □新北市
□桃園市 □新竹縣 □新竹市
□苗栗縣 □台中市 □南投縣
□彰化縣 □雲林縣 □嘉義縣
□嘉義市 □台南市 □屏東縣
□宜蘭縣 □花蓮縣 □台東縣
□澎湖縣 □金門縣 □連江縣
□其他_____
高雄市
□基隆市 □台北市 □新北市
□桃園市 □新竹縣 □新竹市
□苗栗縣 □台中市 □南投縣
□彰化縣 □雲林縣 □嘉義縣市
□台南市 □屏東縣 □宜蘭縣
□花蓮縣 □台東縣 □澎湖縣
□金門縣 □連江縣 □其他 a.□USA and Canada
□Australia and East of Asia
□Germany
□UK □Other countries b.□高雄市
□北部地區(基隆市、台北市、新北市
、桃園市、新竹縣市、宜蘭縣)
□中部地區(苗栗縣、台中市、南投縣
、彰化縣、雲林縣)
□南部地區(嘉義縣市、台南、屏東)(
高雄市除外)
□東部地區(花蓮縣、台東縣)
□離島(澎湖、金門、馬祖)
□其他
c.□Italian □United States
□Spanish □French □German
a.Jalilvand et al., 2012 b.莊文義, 2014 c.Šerić et al.,
2014
d.Lee et al., 2013
變項名稱 數值類型 答案項內容 引用文獻
□Norway □British □Australia
□Holland □Belgium □Brazil
□Argentina □Canada
□New Zealand □Hong Kong
□India □Israel □Uruguay d.□Taipei, New Taipei city, Ilan
□Taoyuan, Hsinchu, Miaoli
□Taichung, Chunghwa, Nantou
□Yunlin, Chiayi, Tainan
□Kaohsiung, Pingtung
□Hualien, Taitung
a.□Civil servant or teacher □Laborer
□Self-employed □Service worker
□Housewife □Student □Retired
□Other c.□Employee □Businessman
□Student □Housewife
□Retired
d.□Laborer □Self-employment
□Public servant □Retired
□Student
□Other(housewife, unemployed, et.) e.□學生 □軍公教 □服務業
□製造業 □待業中 □家管
□退休 □自由業 f.□Professional
□Administrative and management
a.Chiu et al.,
變項名稱 數值類型 答案項內容 引用文獻
□Commercial □Laborers
□Agricultural workers
□Government/State enterprise
□Housewives □Students
□Retired/Unemployed
□Unemployed □Entrepreneurs
□Employed □Other, Please specify 6.家庭狀況 a.□Unmarried □Married
b.□Single □Married/Live in partner
□Divorced/separated/widowers c.□Single □Married
□Single w/child(ren)
□Married w/child(ren) □Other
a.Chiu et al., 2014
b.Bianchi, 2014 c.Choo &
Petricj, 2014
7.個 人 平 均
□20,001~40,000 □40,001~60,000
□60,001~80,000 □80,001 元以上
□20,000 元以下 □20,001~40,000
□40,001~60,000 □60,001~80,000
□80,001 元以上
a.□≦20,000 □20,001~40,000
□40,001~60,000 □60,001~80,000
□≧80,000
b.□10,000 元以下 □10,001~20,000
□20,001~30,000 □30,001~40,000
□40,001~50,000 □50,001~60,000
□60,001~70,000 □70,001 元以上 c.□Less than $20,000
□$20,000-$50,000
□$50,000-$70,000 □$70,000+
d.□500-1000 □1001-1500
□1501-2500 □2501-3500
□More than 3500
a.Chiu et al., 2014
b.莊文義, 2014 c.Bianchi, 2014 d.Veasna et al., b.Jalilvand et
al., 2012
變項名稱 數值類型 答案項內容 引用文獻
Visitation in Malaysia
□6times or more
c.Haque &
Khan, 2013 d.Som et al.,
2012
e.Kang &
Gretzel, 2012
9.本 次 與 誰
□Boyfriend/girlfriend □Friends
□Family □People whom I am not
□quite close to each other
□People whom I never met
□before/strangers(e.g. Organized tour) b.□Alone □With my friends
□With my family □With my partner c.□Alone □With my spouse
□With my family □With friends
□With relatives
□With business associates
□With a tour group □Others
變項名稱 數值類型 答案項內容 引用文獻 travel group c.隨行同伴
Gretzel, 2012 c.楊東衡, 2011
□5 night □6 night □More than a week c.□<1h □1-2h□2-5h □5-24h
Gretzel, 2012
12.從 出 發 地
變項名稱 數值類型 答案項內容 引用文獻
□Rental vehicle
□Public transportation
b.□轎車 □機車 □自行車
□客運公車 □旅覽車 □火車
□步行 □其他
c.□Car □Train □Airplane
□Airplane only In connection
□Bus □Boat
d.□Air Plane(premium airline(s)
□Air Plane(low cost airline(s)
□Private car □Rented car
□Bus/Coach □Van □Train
□Taxi □Cruise ship □Motorcycle
□Other
a.□National geographic channel
□Tourism magazines and agents
□Recommended from friends
□e-tourism channels
□More than above two sources
b.□報章雜誌 □電視媒體
變項名稱 數值類型 答案項內容 引用文獻 c.□Pervious trip(s) □Internet
□Brochures □Travel guidebooks
□Travel agencies
□Tourist information centers
□Words of mouth
□Travel expo/exhibitions □Other 14.到 小 琉 球
□Visiting friends and relatives(VFR)
□Relaxing □Volunteer
□Business □Others b.□Vacations □Business
□Others □Ecotourism/Nature tourism
□Highland tourism
□Event tourism □Rural tourism
□Urban tourism □MICE tourism
□Agro tourism □Heritage tourism
□Sport tourism
□Island/coastal tourism
□Cultural tourism c.□Medical tourism
□Adventure tourism
□Educational tourism □Other d.□Holiday □VFR □Business
d.Jalilvand et al., 2012
□Friends or relatives □Other
a.Zeinali1 &
Jafarpour, 2015 b.Kim, 2014 c.Figini & Vici,
2012
變項名稱 數值類型 答案項內容 引用文獻 b.□Luxury hotels (4 star or above)
□Hotels □Motels □Camping
□Friends/Family house □Hostels
□Others
c.□4/5-star hotel □3-star hotel
□1/2-star hotel □Residence
□Friends or relatives □Other 16.到 小 琉 球 for holiday (Rp)
□10,001~20,000 □20,001~30,000
□40,001~50,000 □50,000 元以上
□其他
□3,000,000-5,000,000 (NT12,000)
□5,000,000-7,000,000 (NT17,000)
□7,000,000-10,000,000 (NT24,000)
□＞10,000,000
a.潘英琴, 2012 b.Pratminingshi
et al., 2014
3.5.2 目的地印象
本研究參考 Ărtuğer 等(2013)、Assaker 等(2011)、Bianchi 和 Lings(2014)、
Chen(2011)、Chen 和 Phou(2013)、Ferns 和 Walls(2012)、García 等(2012)、Ghassani
、Wibowo 和 Suhud(2014)、Jalilvand 等(2012)、Lu、Chi 和 Liu(2015)、Mechinda 等 (2010)、Mohamad 等(2013)、Ramseook-Munhurrun、Seebaluck 和 Naidoo(2015)、Sun 等(2013)、Veasna 等(2013)和Yuwo 等(2013)之研究報告，參考設計24 個題目，評 量受訪旅客目的地印象之問題項目。問卷設計採用五點李克特尺度(Likert scale)為 旅客滿意度之衡量工具，回答選項共分為『非常同意』、『同意』、『普通』、『不同意
』和『非常不同意』五項，並依序分別給予5、4、3、2 和 1 分之數值來標記，以
『非常同意』為滿意程度之最高，『非常不同意』為滿意程度之最低，藉此評量小 琉球受訪旅客之目的地印象。
Ărtuğer 等(2013)探索目的地印象對忠誠度的影響：以土耳其安塔利亞為例，將 目的地印象分為認知印象(Cognitive image)、情感印象(Affective image)二個構面，
再將認知印象(Cognitive image)分為自然資源吸引力(Natural attractions)、公共設施 (General infrastructure)、氛圍(Atmosphere)、社會環境(Social environment)與物超所 值(Value for money)五個分項；Assaker 等(2011)測試新鮮感，滿意度和目的地印象 對旅客的回歸模式的效果：兩因素，非線性潛在的增長模型，將目的地印象視為單 一構面；Bianchi 和 Lings(2014)以消費者基礎的品牌權益探討三個南美洲長期新興 市場態度運用之模型，將目的地印象視為單一構面；Chen(2011)探討目的地品牌權 益、滿意度和目的地忠誠度之間的關係：以蒙古案例，將目的地印象分為氛圍 (Atmosphere)、聲望(Prestige)與自然景觀(Natural)三個構面；Chen 和 Phou(2013)進 一步探討目的地：印象、個性和忠誠度的關聯性，將目的地印象分為目的地品牌 (Destination brand)、氛圍(Atmosphere)、文化環境(Cultural environment)、自然環境 (Natural environment)與娛樂(Entertainment)五個構面；Ferns 和 Walls(2012)持續性 旅遊涉入、目的地品牌資產及旅客的旅遊意願：結構模型探討，將目的地印象視為 單一構面；García 等(2012)目的地品牌模型：參與者基本經驗分析，將目的地印象 分為設施與社會經濟環境(Infrastructure and socioeconomic environment)、自然與文 化資源(Natural and cultural resources)、愉悅氛圍(Pleasant atmosphere)、社交環境 (Social setting environment)、整體印象(Overall image)五個構面；Ghassani 等(2014) 研 究 目 的 地 印 象 時 ， 將 目 的 地 印 象 分 為 休 閒 旅 遊 與 娛 樂(Tourist leisure and entertainment)、旅遊吸引力(Touristic attractiveness)、公共設施可及性(Infrastructure and accessibility)、環境(Environment)四個構面；Jalilvand 等(2012)探討網路口碑、
目的地印象、目的地旅遊態度與旅遊意願的結構分析：綜合方法，將目的地印象視 為單一構面；Lu 等(2015)真實性，涉入和印象：在歷史街區評估旅遊經驗，將目的 地 印 象 視 為 旅 遊 環 境(Tourism environment) 、 社 會 環 境 & 旅 遊 設 施 (Social environment & tourism infrastructure)、價值&可及性(value & accessibility)三個構面
；Mechinda 等(2010)旅客在泰國芭達雅醫療旅遊忠誠度調查，將目的地印象視為單
一構面；Mohamad 等(2013)服務補救滿意度之穩定關係-目的地印象和旅後行為意 願，將目的地印象視為單一構面；Ramseook-Munhurrun 等(2015)探討的目的地印象
、感知價值、旅客滿意度和忠誠度的結構關係：以模里希斯為例，將目的地印象分 為旅遊環境(Tourism environment)、旅遊吸引力(Attractions)、活動(Events)、設施 (Infrastructure)、運動(Sports)五個構面；Sun 等(2013)發展觀光目的地忠誠度：以海 南島為例，將目的地印象分為旅遊環境和旅遊動(Tourism environment and tourist activities)、自然和文化資源(Natural & cultural resources)、國際化(Internationalization) 三個構面；Veasna 等(2013)在目的地來源可信度對目的地滿意度之影響：目的地依
b.Iran is safe and secure
c.Safety and secure environment d.Sydney is a safe city
e.Alanya is generally a safe city
順向 a.Sun et al., 2013
b.Jalilvand et al., 2012 a.Friendly people
b.The people of Alanya are friendly and helpful c.People are willing to help tourists
d.Honest and trustworthy people e.Friendly and helpful host community
f.Residents’ friendliness
順向 a.Sun et al., 2013
b.Ărtuğer et al., 2013
c.Chen & Phou, 2013
d.Chen & Phou, 2013
分類 題目 順反向 引用文獻 b.Clean and unpolluted environment
c.Sydney has an environment free from air pollution
d.Alanya has standard hygiene and cleanliness conditions
e.High level of cleanliness f.Pattaya is clean
g.Unspotted environment
c.Ghassani et
a.Tourism information is easily accessible b.Information
c.Alanya has an adequate tourism/tourist information network
順向 a.Sun et al., a.Reasonable price
b.As a tourism destination, Iran offers good value for money
c.Good value for money
d.I can get value for the money I pay in Alanya for a holiday
e.Alanya is an affordable city
f. Accommodation prices in Alanya are reasonable
順向 a.Sun et al., 2013
b.Jalilvand et al., 2012 c.Chen & Phou,
2013
a.Variety of activities for tourists
順向 a.Sun et al., 2013
多樣化的餐廳與美食
a.Large selection of restaurants and cuisines b.Sydney has many kinds of restaurants
順向
a.Ramseook-Munhurrun et a.Well managed
順向 a.Sun et al., 2013
分類 題目 順反向 引用文獻 a.Attractive night life b.Colourful nightlife c.Variety of entertainment
d.Sydney has a pleasant evening entertainment e.Good night life
f.Alanya has an attractive night
life(entertainment)
g.Good nightlife and entertainment
順向 a.Sun et al., e.Chen & Phou,
2013 (Natural &
Cultural )
a.Sydney has an art of orchestral drama of cultural attractions
b.Culture attractions.
c.Cultural and historical attractions.
d.Interesting cultural attractions.
e.The destination offers historic charms.
順向 a.Ghassani et al., 2014 b.Chen & Phou,
2013
c.Veasna, 2013 d.García et al.,
2012
e.Ferns &
Walls, 2012
7.特色的文化活動
吸引人的文化活動與宗教慶典 吸引人的歷史活動與節慶 特色歷史和遺產活動
a.Distinctive history and heritage b.Tempting cultural events and festivals c.Interesting events
d.Culture activities
e.The destination offers a number of culture and festival events
順向
a.Ramseook-Munhurrun et
d.Chen & Phou, 2013
分類 題目 順反向 引用文獻 e.Ferns &
Walls, 2012 8.異國情調的地方
a.Exotic places
順向
a.Ramseook-Munhurrun et al., 2015 9.豐富的自然景觀
壯觀的自然景點
a.Spectacular scenery and natural attractions b.Unspoiled wilderness and fascinating wildlife c.Scenic mountains
d.Alanya has sufficient natural parks e.Sydney has a beautiful nature
順向
a.Ramseook-Munhurrun et a.Great beaches
b.Alanya has beautiful beaches c.Good and sandy beaches
順向 a.Sun et al., a.Fishing culture b.Fresh seafood
順向 a.Sun et al., a.Unique culture
b.Sydney has a unique traditional market for my visit
a.Attractive tropical agricultural landscape b.Abundant tropical plants
c.Variety of fruits
順向 a.Sun et al.,
分類 題目 順反向 引用文獻 民族文化
a.Ethnic culture
順向 a.Sun et al.,
a.Variety of well-known international hotels and starred hotels
b.Sydney has a wide range of hotel classes
順向 a.Sun et al., 2013
b.Ghassani et al., 2014 旅客全球化
a.Tourists from variety of countries
順向 a.Sun et al., 2013
英文標示 a.Signs in English
順向 a.Sun et al., 2013
設施和服務
設施和服務高於國際標準
a.Facilities and services that are up to international standards
順向 a.Sun et al.,
b.How would you describe the image that you had of that destination before the experience?
順向 a.García et al.,
a.Iran has a pleasant weather.
b.Iran has a pleasant climate c.Pleasant weather.
d.Good climate
順向 a.Jalilvand et al., 2012 b.Jalilvand et
al., 2012 c.Chen, 2011 d.Sun et al., a.It’s slightly crowded b.Crowdedness
分類 題目 順反向 引用文獻 a.Exciting atmosphere.
b.Alanya is an exciting city 15.放鬆的氣氛
寧靜和舒適的氣氛 有助於放鬆生活壓力
a.Relaxing atmosphere/ Peaceful place.
b.Place to rest/ Relaxing place/ Peaceful place.
c.Relaxing atmosphere
d.Peaceful and restful atmosphere
e.Sydney is a city that has a relax atmosphere
順向 a.García et al., 2012
b.Chen & Phou, 2013
a.Malaysia offers a lot in natural scenic beauty.
b.The destination has outstanding scenery.
c.Iran has beautiful scenery and natural attractions.
d.There are lots of natural scenic beauty in Pattaya.
e.Natural parks
順向 a.Mohamad et
al., 2013 b.Ferns &
Walls, 2012 c.Jalilvand et
al., 2012 d.Mechinda et
al., 2010 e.Chen & Phou,
2013 17.潮間帶生態豐富
看見潮間帶生物
有機會看見野生動植物
a.Malaysia offers the chance to see wildlife.
順向 b.Mohamad et
al., 2013
18.離都會區最近的離島 迷人的島嶼
a.Alanya is a lively city.
b.Lovely town and cities.
c.Lovely town.
順向 a.Ărtuğer et al., 2013
b.Chen 2011 c.Mechinda et
al., 2010 19.符合個人的風格
符合個人風格 符合我的風格
a.This destination fits my personality.
b.The image of this destination is consistent with my own self image.
c.My friends would think highly of me if I visited this destination.
d.Visiting this destination would reflect who I am.
順向 a.Bianchi &
Lings, 2014 b.Bianchi &
Lings, 2014 c.Bianchi &
Lings, 2014 d.Bianchi &
Lings, 2014
分類 題目 順反向 引用文獻 20.特色的傳統美食
吸引人的傳統美食 經典美食/傳統美食 a.Varied gastronomy.
b.Food is varied and exotic in Pattaya.
c.Sydney has a delicious typical food
順向 a.Chen & Phou,
a.Wide variety of shopping facilities b.Sydney has good shopping facilities c.Good shopping facilities
d.Good shopping
順向
a.Ramseook-Munhurrun et
a.Wide choice of accommodations b.Variety and quality of accommodation c.Alanya has quality accommodation facilities
順向
a.Ramseook-Munhurrun et al., 2015 b.Veasna, 2013 c.Ărtuğer et al.,
b.Sydney has a convenient transportation service c.Pattaya has a well-developed transport system
順向 a.Ghassani et
a.Sydney has adequate sports facilities
b.Alanya has adequate sports and entertainment areas
c.In and around the destination, there are great places of outdoors activities.
d.Good opportunities for recreation activities e.Variety of water sports
f. Exciting water sports and activities
順向 a.Ghassani et al., 2014 b.Ărtuğer et al.,
2013
c.Ferns &
Walls, 2012 d.García et al.,
2012
e.Sun et al., 2013
f. Ramseook-Munhurrun et al., 2015
a.提供多樣化的水上活動體驗 順向 a.自設
分類 題目 順反向 引用文獻 標示與指標正確清晰
目的地的標示與指標正確清晰
a.Signs and indicators are properly displayed over the island destination
順向
a.Ramseook-Munhurrun et al., 2015 旅客語言溝通無障礙
旅客溝通無障礙
a.No language barrier for visitors
順向
a.Ramseook-Munhurrun et al., 2015 多樣化的餐廳/美食
各式各樣的餐廳/美食
a.Wide selection of restaurants/cuisine
順向
a.Ramseook-Munhurrun et al., 2015 家族旅遊的好去處
適合家庭旅遊
a.It is a great family vacation destination.
順向 a.Ferns &
Walls, 2012
a.島內交通便捷 順向 a.自設
提供夜間活動體驗 a.提供夜間娛樂活動體驗
順向 a.自設
3.5.3 網路口碑
3.5.3 網路口碑