Department of Graduate Institute of Business Administration College of Management
National Taiwan University Master Thesis
The Impact of Destination Image Formation and Perceived Risk on Perceived Value and Satisfaction: A study of
Taiwanese Working Holiday Makers
Yu-Ting Cheng
Advisor: Houn-Gee Chen, Ph.D.
104 6
June, 2015
2015 6
13
2014 10 16.5
2012 7.7
Baloglu and McCleary (1999)
Abstract
Working holiday program has become one of the popular programs among the young adults prior to pursuing their regular career commitment. Such program provides a way to encourage international understanding and broaden global perspectives by enabling young people to experience the culture of another country. To further facilitate its benefits, many governments start initiating policies to promote working holiday program. Among them, Taiwan government has already made working holiday agreements with 13 countries, from Asia Pacific, America to Europe. Recently, the total number of Taiwanese working holiday makers had reached 165,000 headcounts, which are more than twice of that in 2012. These facts show a significant increase trend on working holiday makers; however, the researches into its ante factors still remain limited.
Based on Destination Image Formation model (Baloglu & McCleary, 1999), this research aims to examine the impacts of information sources, motivations, destination image and perceived risk on perceived value and satisfaction. The informants were those who had completed the working holiday. Online questionnaire was administrated to collect the data. The research results show that motivation towards working holiday has strong positive effect on both destination image and perceived value. The impact of destination image on perceived value and perceived value on satisfaction are also positive. However, the results don’t support the hypotheses regarding to information sources and perceived risk.
Keywords: Working holiday, Motivation, Destination image, Perceived risk, Perceived
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Abstract ... iii
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... 63
... 65
... 76
... 78
... 84
... 84
... 88
... 91
... 93
... 100
1-1 ... 2
1-2 ... 3
1-3 ... 4
2-1 ... 10
2-2 ... 16
2-3 ... 22
2-4 / ... 23
2-5 ... 34
2-6 ... 37
3-1 ... 46
3-2 ... 47
3-3 ... 49
3-4 ... 50
3-5 ... 51
3-6 ... 52
4-1 ... 57
4-2 ... 59
4-3 ... 61
4-4 ... 62
4-5 ... 62
4-6 CRONBACH’ ... 64
4-7 KMO ... 67
4-8 KMO BARTLETT ... 67
4-9 ... 69
4-10 ... 69
4-11 ... 70
4-12 ... 71
4-13 ... 72
4-14 ... 73
4-15 ... 74
4-16 ... 74
4-17 ... 75
4-18 ... 76
4-19 ... 77
4-20 ... 79
4-21 ... 80
4-22 80 4-23 ... 81
4-24 ... 81
4-25 ... 82
4-26 ... 82
4-27 ... 83
5-1 ... 84
1-1 ………..………...7
2-1 ………20
2-2 ………25
2-3 ………26
3-1 ………41
4-1 ………78
working
holiday 2014
60
42 33 31 20 11 2004
2009 2013
2014
4 13
8
1-1
1-1
2004/02/20 2004/06/01 600 18-30 1
2004/07/15 2004/11/01 18-30 1
2009/04/03 2009/06/01 5,000 18-30 1
2010/04/16 2010/07/10 1,000 18-35 1
2010/10/11 2010/10/11 300 18-30 1
2010/11/23 2011/01/01 400 18-30 1
2011/09/29 2012/01/01 1,000 18-30 2
2012/10/05 2013/01/01 400 18-30 1
2013/03/06 2013/03/29 200 18-30 1
2014/04/15 2014/10/23 100 18-35 1
2014/11/05 2014/12/01 200 18-30 1
2014/02/21 2014/12/31 100 18-35 1
2014/11/18 2015/01/26 50 18-30 6
2014
2012 7.7 2014 10
16.5
1-2
2014 10
2000 200 5000
300 12
2014
1-2
2014/10/31
6,000 3.65%
129,000 78.47%
20,000 12.17%
4,700 2.86%
750 0.46%
1,200 0.73%
2,500 1.52%
350 0.21%
200 0.12%
164,391 100%
2014
2005
2014 10
3,208 3 8
1-3 2014
1-3
94 4 400,000 2 2 3 1 0
95 66 7,519,000 22 44 14 37 15
96 89 10,280,000 27 62 12 32 45
97 146 16,677,500 43 103 24 30 92
98 172 19,983,000 42 130 11 33 128
99 368 42,456,000 100 268 34 56 278
100 524 61,122,000 168 356 31 61 432
101 848 99,574,000 273 575 44 80 724
102 613 71,926,000 206 407 37 47 529
103-10 378 43,856,000 116 262 28 66 284
3,208 373,793,500 999 2,209 238 443 2,527
2014
gap year
2013
2011
Baloglu and McCleary (1999)
Baloglu and McCleary (1999)
1-1
1-1
tourism work
(Uriely, 2001) Uriely (2001)
travelling professional workers migrant tourism workers
non-institutionalized working tourists working-holiday tourists
travelling workers working
tourists
Working Holiday 2-1
Working holiday Cohen (1973)
working holiday
2-1
Uriely (2001)
working holiday
2010
Working Holiday Visa Scheme
working holiday makers 13
18 30 35
1-1
2014
WWOOF World-Wide Opportunities on Organic Farms
2012 9
2012
2012
2015
Schiffman and Kanuk (2000)
2006 2010
2006 2010
(Um & Crompton, 1990; Baloglu & McCleary, 1999;
Gartner, 1993) Baloglu and McCleary (1999) sociopsychological
touristic benefits sought
(Gartner, 1993; Dann, 1996) 2010
(Mohammad & Mat Som, 2010) McIntosh and Gupta (1980)
physical motivators
cultural motivators
interpersonal motivators
status and prestige motivators
2008
Pearce (1988) Theory of Hierarchy of Needs
travel career ladder, TCL
relaxation safety/security
relationship self-esteem and development
self-actualization/fulfillment
(Pearce & Lee, 2005)
Pearce and Lee (2005) pattern
ladder career 2005
TCL travel career pattern, TCP 2007
push and pull factors
(Dann, 1977; Baloglu & Uysal, 1996; Hsu et al., 2014) Crompton (1979)
escape relaxation self-exploratory
prestige regression kinship enhancement
social interaction novelty
education Baloglu and Uysal (1996)
(Mohammad & Mat Som, 2010)
Paris and Teye (2010) TCP
/
personal/social growth experiential budget travel
independence relaxation cultural knowledge
Lin, Lee and Wang (2012)
grow up and
endurance learn and experience experiences of
foreign culture shopping and food practice and
salary
2014
Kawashima (2010)
language learning self-improvement
dissatisfaction with current working status
2-2
2-2
Crompton 1979
McIntosh and Gupta 1980
Pearce 1988
Paris and Teye 2010 /
Kawashima 2010
Lin, Lee and Wang 2012
2014
Paris and Teye (2010) / Lin, Lee and Wang (2012)
Crompton (1979)
Lin, Lee and Wang (2012) 2014
Image
Boulding (1956)
2007 /
tourism image tourist destination image
destination image
(Pike, 2002; Chen & Tsai, 2007; Kim, Holland & Han, 2012; Sun, Chi & Xu, 2013; 2011) Hunt (1985) Baloglu and McCleary (1999)
beliefs ideas impressions (Baloglu & McCleary, 1999)
(Crompton, 1979)
(Beerli & Martín, 2004) (Assael, 1984)
Gartner (1993)
cognitive image
affective image
conative image
Echtner and Ritchie (1991)
2-1
attributes — holistic
functional — psychological
common — unique
2-1
Echtner & Ritchie (1991)
Echtner and Ritchie (1991) 14
functional — psychological
35 2-3
Beerli and Martín (2004)
72 /
2-4 /
/
2-3
/
Functional Physical/Measurable /
/ /
/ /
/
/ / /
/ /
/
/
/
/ /
/
/
Psychological Abstract Echtner & Ritchie (1991)
2-4 /
/ /
/ /
/ /
/ / /
/
/ /
/
/
Beerli & Martín (2004)
affective quality attributed to environments
(Russel & Pratt, 1980) Russel and Pratt (1980) 105
pleasant — unpleasant arousing —
sleepy
exciting — gloomy relaxing —
distressing
(Baloglu & McCleary, 1999)
(Russel & Snodgrass, 1987) Baloglu and McCleary (1999) Beerli and Martín (2004)
Gartner (1993)
Echtner and Ritchie (1991)
Beerli and Martín (2004) Echtner and Ritchie (1991)
Russel and Pratt (1980)
Baloglu and McCleary (1999)
/ perceptual/ cognitive components affective components
overall/global image
Baloglu and McCleary (1999) 2-2
stimulus factors personal factors
2-2
Baloglu & McCleary (1999) Personal Factors Destination Image
/
Stimulus Factors
Baloglu and McCleary (1999)
Path Model of the Determinants of Tourism Destination Image Before Actual Visitation 2-3
/
2-3
Baloglu & McCleary (1999)
Variety (amount) of Information Sources
Type of Information Sources
Age
Education
Socio-psychological Travel Motivations
/
Perceptual/Cognitive Evaluation
Affective Evaluation
Overall Image
Baloglu and McCleary (1999)
/
/
/
2013
Information sources factor
(Stern & Krakover, 1993; Gartner,1993;
Baloglu & McCleary, 1999; Beerli & Martín, 2004) Gunn (1988)
organic image
induced image
(Echtner & Ritchie, 1991)
Gartner (1993) image
formation agent
1 induced
2 autonomous
3 organic
2013
(Buhalis, 1998)
Baloglu and McCleary (1999)
Baloglu and McCleary (1999)
Socio-demographical factor
(Um
& Crompton, 1990; Baloglu & McCleary, 1999; Beerli & Martín, 2004)
(Baloglu & McCleary, 1999)
Socio-psychological travel motivations factor
(Baloglu &
McCleary, 1999; Gartner, 1993)
(Gartner, 1993)
Beerli and Martín (2004) 2-4
Russel and Pratt (1980)
(Schiffman & Kanuk, 2000) Bauer (1960) perceived risk
Cunningham (1967) uncertainty
consequence
Moutinho (2000)
(Dowling, Grahame & Staelin, 1994)
(Roselius, 1971) Jacoby and Kaplan (1972)
financial risk
performance risk
physical risk
psychological risk
social risk
Stone and Gronhaug (1993) Roselius (1971)
time risk –
–
(Fuchs &
Reichel, 2011) Roehl and Fesenmaier (1992)
equipment
risk satisfaction risk
Sonmez and Graefe (1998)
political risk
terror risk (Han, 2005)
(An, Lee & Noh, 2010)
Lepp and Gibson (2003)
Fuchs and Reichel (2011)
Lin, Lee and Wang (2012)
2-5
2-5
Roselius 1971
Jacoby and Kaplan 1972 Roehl and Fesenmaier 1992 Stone and Gronhaug 1993 Sonmez and Graefe 1998
Lepp and Gibson 2003
Han 2005
2005
An, Lee and Noh 2010
Lin, Lee and Wang 2012
gap year
Jacoby and Kaplan (1972) 2006
Sonmez and Graefe (1998) An, Lee and Noh (2010)
Lin, Lee and Wang (2012)
perceived value
perceived
quality perceived sacrifice
(Monroe, 1990; Zeithaml, 1988; Dodds, Monroe & Grewal, 1991)
(Zeithaml, 1988; Wood & Scheer, 1996) Zeithaml (1988)
Bolton and Drew (1991)
(Oh, 1999; Gallarza & Saura, 2006; Chen & Chen, 2010;
2008)
Sa´nchez, Callarisa, Rodr ´guez, and Moliner (2006)
Vogt and Fesenmaier (1998)
functional hedonic
innovation aesthetic sign Petrick and Backman (2002)
acquisition value transaction
value 2006
2-6
2-6
Vogt and Fesenmaier 1998 Petrick and Backman 2002 Sa´nchez, Callarisa,
Rodr ´guez, and Moliner 2006 2006
2011
Zeithaml (1988)
– – Vogt and Fesenmaier (1998)
2006
(Woodside, Frey &
Daly, 1989)
(Hampel, 1977) (Miller, 1979)
(Fornell, 1992; Kotler, Bowen & Makens, 2003) Oliver (1980) Expectancy Disconfirmation Theory
Baker and Crompton (2000)
2005
2008 2012 2013
(Yoon & Uysal, 2005)
(Yoon & Uysal, 2005) Yoon and Uysal (2005) /
Yoon and Uysal (2005)
Baloglu and McCleary (1999)
2011
3-1
3-1
Baloglu and McCleary (1999)
H1 H2 H3
H4
H5
H6
(Stern & Krakover, 1993; Gartner,1993; Baloglu & McCleary, 1999; Beerli
& Martín, 2004) Echtner and Ritchie (1991) Gartner (1993)
2013 Baloglu and McCleary (1999)
H1
Baloglu and McCleary (1999)
Dann (1996) Gartner (1993)
H2
(Baloglu &
McCleary, 1999) (Fielding, Pearce
& Hughes, 1992; 2010)
H3
(Pike, 2002; Chen & Tsai, 2007;
Kim, Holland & Han, 2012; Sun, Chi & Xu, 2013) Lee et al. (2005)
Chen and Tsai (2007)
2011
H4
Monroe (1990)
Wood and Scheer (1996) psychic cost
Sweeney et al. (1999)
H5
(Oh, 1999; Gallarza & Saura, 2006; Chen & Chen, 2010; 2011) Gallarza
and Saura (2006) —
— — Oh
(1999)
H6
Baloglu and McCleary (1999)
13
/ / / /
/ / / /
13 –
1 Likert
1 5 6
3-1
3-1
1.
2.
3. / / /
4. / /
5. / /
Baloglu &
McCleary (1999)
Schiffman and Kanuk (2000)
Paris and Teye (2010) Crompton (1979) Lin, Lee and Wang (2012) 2014
Baloglu and McCleary (1999)
27 1 5
3-2
3-2
1.
2.
3.
4.
Paris & Teye (2010) Crompton
(1979) 5.
6.
7.
8.
Paris & Teye (2010)
9.
10. /
11.
12.
Lin, Lee &
Wang (2012) Baloglu &
McCleary (1999)
13.
14.
15.
16.
17.
Paris & Teye (2010) Lin, Lee & Wang
(2012) 18.
19.
20.
21.
22. /
Paris & Teye (2010) Lin, Lee & Wang
(2012)
23.
24.
25.
26. /
27.
Lin, Lee &
Wang (2012)
2014
Beerli and Martín (2004) Russel and Pratt (1980)
1 5 24
3-3
3-3
1.
2.
3.
4.
5.
6.
Beerli &
Martín (2004)
7.
8.
9.
10.
11.
Beerli &
Martín (2004)
12.
13.
14.
15.
16.
Beerli &
Martín (2004) Baloglu &
McCleary (1999) 17.
18.
19.
20.
21.
22.
Beerli &
Martín (2004)
23. —
24. —
Russel &
Pratt (1980)
Jacoby and Kaplan (1972) 2006 Sonmez and Graefe (1998) An, Lee and Noh (2010) Lin, Lee and Wang (2012)
21
1 5
3-4
3-4
1.
2.
3.
4.
Jacoby &
Kaplan (1972)
5.
6.
7.
8.
9.
Jacoby &
Kaplan (1972) Sonmez &
Graefe(1998) 10.
11.
12.
13. 2006
14.
15.
16.
17.
Jacoby &
Kaplan (1972) 18.
19.
Lin, Lee &
Wang (2012)
20.
21.
Zeithaml (1988) –
Vogt and Fesenmaier (1998) 2006
21 1
5 3-5
3-5
1.
2.
3. Vogt &
Fesenmaier (1998)
2006 4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.
18.
19.
20.
21.
Yoon
and Uysal (2005) 4 1
5 3-6
3-6
1.
2.
3.
4.
Yoon & Uysal (2005)
2004
13
144
11
6
E-mail 3 5
mySurvey convenience sampling
PTT WorkanTravel Facebook
– . !!!!!D.NoW *
Let's enjoy your working holiday in Australia!*
Hungarian Belgium
100
2015 3 22 31 10 222
222 100%
SPSS
Descriptive Analysis Correlation Analysis
Reliability Analysis Validity Analysis consistency stability
2011
Multiple Regression Analysis Path Analysis
R2
2015 3 22 31
10 222 222 100%
222 155 69.8%
25-29 48.6% 30-34 31.1% 19-24
14.4% 35-39 5.9% 83.3%
11.3%
31.5% 22.1%
14.9% 9.0%
20,001-40,000 59.9% 40,001-60,000 18.9% 20,000
15.3% 20,000
93.7% 6.3% 4-1
4-1
67 30.2 30.2
155 69.8 100.0
19-24 32 14.4 14.4
25-29 108 48.6 63.1
30-34 69 31.1 94.1
35-39 13 5.9 100.0
6 2.7 2.7
6 2.7 5.4
185 83.3 88.7
25 11.3 100.0
20 9.0 9.0
70 31.5 40.5
49 22.1 62.6
15 6.8 69.4
13 5.9 75.2
20 9.0 84.2
2 0.9 85.1
33 14.9 100.0
20,000 34 15.3 15.3
20,001-40,000 133 59.9 75.2
40,001-60,000 40 18.9 93.2
60,001-80,000 8 3.6 96.8
80,000 7 3.2 100.0
208 93.7 93.7
8 3.6 97.3
6 2.7 100.0
81.5% 18.5%
62.2% 9.9% 9.9% 6.8% 3.2%
2.7% 1-2
2013
33.3% 2012 2014 23.4% 20.7%
24-29 59.9% 18-23 23% 30-35
18% 30
95%
45.9%
51.4% 40-60%
25.7% 60% 40%
23% 20-40% 44.6%
40-60% 30.6% 52.3%
40.5%
7.2% 4-2
4-2
181 81.5 81.5
41 18.5 100.0
15 6.8 6.8
138 62.2 68.9
22 9.9 78.8
22 9.9 88.7
3 1.4 90.1
4 1.8 91.9
6 2.7 94.6
7 3.2 97.7
4 1.8 99.5
1 0.5 100.0
2014 46 20.7 20.7
2013 74 33.3 54.1
2012 52 23.4 77.5
2011 20 9.0 86.5
2010 7 3.2 89.6
2009 8 3.6 93.2
2008 6 2.7 95.9
2007 5 2.3 98.2
2006 2 0.9 99.1
2005 1 0.5 99.5
2004 1 0.5 100.0
18-23 51 23.0 23.0
24-29 131 59.9 82.0
30-35 40 18.0 100.0
10 4.5 4.5
109 49.1 53.6
102 45.9 99.5
1 0.5 0.5
0-20% 40 18.0 18
20-40% 99 44.6 62.6
40-60% 48 30.6 93.2
60-80% 14 6.3 99.5
80-100% 1 0.5 100.0
0-20% 5 2.3 2.3
20-40% 46 20.7 23.0
40-60% 114 51.4 74.3
60-80% 49 22.1 96.4
80-100% 8 3.6 100.0
116 52.3 52.3
90 40.5 92.8
10 4.5 97.3
6 2.7 100.0
266 84.7%
30.6% 3.2%
614 55.9%
52.7% 46.4% 35.6%
33.8%
4-3
4-3
188 84.7
68 30.6
3 1.0
1 0.5
6 2.7
79 35.6
19 8.6
75 33.8
42 18.9
103 46.4
21 9.5
117 52.7
124 55.9
26 11.7
8 3.0
580 199
89.6% 4-4 63.5%
57.2% 41.4% 9.5%
4-5
3 2.61 4-4
4-4
92 41.4% 3.05
/
141 63.5% 4.18
21 9.5% 2.36 /
/ /
127 57.2% 3.35
199 89.6% 4.47 /
/
4-5
1 28 12.6%
2 69 31.1%
3 90 40.5% 2.61 0.94
4 31 14.0%
5 4 1.8%
reliability
2011
Likert
Split-half reliability
Cortina (1993)
0.7 0.6 0.7
1.0 0.35
2011 2006
4-6
4-6
4 0.768
0.894
4 0.706
4 0.785
5 0.645
5 0.801
5 0.689
6 0.834
0.902
5 0.810
5 0.839
6 0.813
2 0.867
4 0.664
0.892
5 0.811
4 0.823
4 0.806
4 0.884
3 0.714
0.946
6 0.895
6 0.907
6 0.855
3 0.730
0.929
6 0.841
6 0.912
6 0.802
4 0.825 0.825
0.7 0.8
0.645 0.689 0.664
0.6 0.7
validity
2011
content validity
construct validity
2011 convergent validity discriminant
validity
Factor analysis 2011
Exploratory factor analysis, EFA Confirmatory factor analysis, CFA
Comrey and Lee
(1992) 100 200 300
Gorsuch (1983) 100
27 222
0.3
KMO Kaiser-Meyer-Olkin measure of sampling adequacy
Bartlett Bartlett’s test of sphericity KMO
4-7 Bartlett
4-7 KMO
KMO >0.9 >0.8 >0.7 >0.6 >0.5 <0.5
Marvelous Meritorious Middling Mediocre Miserable Unacceptable Kaiser (1974)
KMO Bartlett 4-8
4-8 KMO Bartlett
KMO Bartlett
0.863 2586.659 351 0.000
0.851 2745.910 276 0.000
0.858 2234.41 210 0.000
0.925 3682.530 210 0.000
0.748 431.535 6 0.000
KMO 0.8
Bartlett 0.000
SPSS
factor loadings
1 -1 Hair et al. (1992) 0.6
0.4 0.5
0.5
27
15 17 18 22 0.5
4 0.5
0.511
13 0.5
14 0.5 0.516
25
4-9
4-9
4. 0.554 0.5
0.511
15. 0.430 0.5
17. 0.446 0.5
18. 0.446 0.5
22. / 0.442 0.5
13. 0.499 0.5
14. 0.532 0.5
0.516
25. 0.570
69.73%
0.862
4-10
4-10
Cronbach’s
1. 0.864
9.25% 0.695
2. 0.806
3. 0.614
5. 0.847
6.03% 0.733
6. 0.854
7. 0.695
5.37% 0.709
8. 0.786
9. 0.734
31.99% 0.855
10. / 0.775
11. 0.720
12. 0.722
16. 0.557
19. 0.668
20. 0.620
21. 0.596
10.65% 0.681
23. 0.600
24. 0.670
26. / 0.831
6.45% 0.833
27. 0.802
69.73% 0.862
24
12 19 16 4-11
4-11
12. 0.567 0.5
0.502
19. 0.485 0.5
16. 0.556 0.5
0.520
74.53%
0.884
4-12
4-12
Cronbach’s
1. 0.516
31.21% 0.849 2.
0.774
3. 0.857
4. 0.837
5. 0.783
6. 0.645
6.46% 0.730
7. 0.733
8. 0.750
9.
0.712
10.64% 0.830
10. 0.786
11. 0.800
13. 0.663
9.04% 0.791
14. 0.790
15. 0.856
17. 0.867
5.03% 0.837
18. 0.726
20. 0.746
6.92% 0.781
21. 0.842
22. 0.794
23. — 0.930
5.25% 0.867
24. — 0.921
74.53% 0.884
21
2 5 9 4-13
4-13
2. 0.447 0.5
5. 0.531
9. 0.496 0.5
70.66% 0.885
4-14
4-14
Cronbach’s
1. 0.540
7.58% 0.635
3. 0.845
4. 0.782
6. 0.784
8.49% 0.842
7. 0.845
8. 0.829
10. 0.765
10.79% 0.823
11. 0.826
12. 0.772
13. 0.565
14. 0.608
9.28% 0.806
15. 0.827
16. 0.869
17. 0.667
18. 0.779
34.53% 0.884
19. 0.870
20. 0.806
21. 0.773
70.66% 0.885
21 3
20 4-15
4-15
3. 0.604
20. 0.531 0.5
0.503
68.75%
0.940
4-16
4-16
Cronbach’s
1. 0.773
52.31% 0.939
2. 0.672
4. 0.830
5. 0.521
6. 0.705
7. 0.830
8. 0.695
9. 0.807
10. 0.814
11. 0.713
16. 0.711
12. 0.703
10.67% 0.915
13. 0.793
14. 0.838
15. 0.765
17. 0.833
5.77% 0.825
18. 0.831
19. 0.679
21. 0.635
68.75% 0.940
4 4-17
0.5
4-17
1.
2.
3.
4.
0.818 0.890 0.909 0.639
4-18
4-18
1
.082 1
.131 .545*** 1
.168* .107 .026 1
.100 .598*** .561*** .078 1
.061 .712*** .472*** .031 .632*** 1
.104 .366*** .261*** -.114 .386*** .590*** 1
* p<0.05 ** p<0.01 *** p<0.001
4-19
4-19
3 4.20 0.672
2 3.97 0.902
2 3.64 0.937
7 4.55 0.454
3 3.69 0.781
2 4.30 0.808
19 4.18 0.456
5 4.18 0.612
3 3.44 0.810
3 4.10 0.702
3 4.22 0.672
2 4.04 0.745
3 3.51 0.758
2 4.50 0.670
21 3.99 0.459
3 3.84 0.684
3 2.65 0.903
4 2.89 0.874
4 2.43 0.938
4 3.17 0.997
18 2.97 0.633
11 4.42 0.525
4 4.13 0.749
4 3.72 0.841
19 4.21 0.551
11 4.49 0.471
4 4.13 0.791
4 3.77 0.782
19 4.24 0.530
4 4.50 0.554
SPSS
p R2 R-square
p<0.05 R2
4-1
4-1
4-20 0.087 p 0.05
H1
0.087 0.537*** 0.412***
0.336***
0.025
0.386***
0.537 p 0.000
H2 R2 0.298
29.8%
variance inflation factor VIF VIF 10
VIF 1.007
4-20
B SD t p VIF
1.454 0.287 5.070 0.000
0.069 0.045 0.087 1.531 0.127 1.007
0.542 0.057 0.537 9.501 0.000*** 1.007
R2 =0.304 Adjusted R2 =0.298 F=47.826***
* p<0.05 ** p<0.01 *** p<0.001
4-21
0.415 p 0.000
0.334 p 0.000
H3 H4
R2 0.431
43.1% VIF 1.422 10
4-21
B SD t p VIF
0.515 0.286 1.804 0.073
0.502 0.073 0.415 6.864 0.000*** 1.422
0.401 0.073 0.334 5.526 0.000*** 1.422
R2 =0.436 Adjusted R2 =0.431 F=84.564***
4-22 R2
4-22
B SD t p VIF
0.445 0.328 1.357 0.176
0.502 0.073 0.415 6.845 0.000*** 1.422
0.398 0.073 0.332 5.441 0.000*** 1.437
0.021 0.049 0.023 0.440 0.661 1.018
R2 =0.436 Adjusted R2 =0.428 F=56.233***
4-23
0.559 p 0.000
0.063 p 0.05
H5
R2 0.318 31.8%
43.1%
VIF 1.001 10
4-23
B SD t p VIF
1.3740 0.302 4.555 0.000
0.670 0.067 0.559 10.017 0.000*** 1.001
0.055 0.049 0.063 1.135 0.258 1.001
R2 =0.318 Adjusted R2 =0.318 F=51.142***
4-24 0.412 0.336
p
0.025 p 0.05
R2 0.429
4-24
B SD t p VIF
0.462 0.306 1.507 0.133
0.498 0.074 0.412 6.756 0.000*** 1.439
0.402 0.073 0.336 5.531 0.000*** 1.424
0.022 0.045 0.025 0.489 0.625 1.013
R2 =0.436 Adjusted R2 =0.429 F=56.260***
4-25
0.386 p 0.000
H6 R2
0.145 14.5%
4-25
B SD t p VIF
2.864 0.266 10.769 0.000
0.388 0.063 0.386 6.202 0.000*** 1.000
R2 =0.149 Adjusted R2 =0.145 F=38.468***
4-26 0.210 p 0.010
0.002 p 0.05 0.259
p 0.002
R2 0.021 0.166
4-26
B SD t p VIF
2.325 0.351 6.632 0.000
0.256 0.098 0.210 2.603 0.010* 1.727
0.002 0.094 0.002 0.021 0.984 1.620
0.261 0.082 0.259 3.171 0.002** 1.772
R2 =0.177 Adjusted R2 =0.166 F=15.668***
4-27 0.228
-0.008 0.266
-0.159 p 0.010
R2 0.022 0.188
4-27
B SD t p VIF
2.663 0.370 7.205 0.000
0.278 0.097 0.228 2.853 0.005** 1.741
-0.010 0.093 -0.008 -0.104 0.917 1.624
0.268 0.081 0.266 3.297 0.001*** 1.774
-0.139 0.053 -0.159 -2.601 0.010* 1.014 R2 =0.202 Adjusted R2 =0.188 F=13.753***
Baloglu and McCleary (1999)
222
H2 H3 H4 H6 H1 H5 5-1
5-1
H1 0.087
H2 0.537***
H3 0.412***
H4 0.336***
H5 0.025
H6 0.386***
r=0.082, p>0.05
p>0.05 Baloglu and McCleary (1999)
5 2.61
89.6%
(Um
& Crompton, 1990; Baloglu & McCleary, 1999)
Baloglu and McCleary (1999) Dann (1996) Gartner (1993)
(Gartner, 1993;
Dann, 1996)
Lin, Lee and Wang (2012)
Gallarza and Saura (2006)
Chen and Chen (2010) 2011
4-19
89.6%
4-19
Sweeney et al. (1999)
2008
2014
2015 2015 3 15
http://youthtaiwan.net/ct.asp?xItem=103731&CtNode=3362&mp=1602
2011 SPSS ( )
2011
6(2) 21-40 2010
2010
2013
19(3) 207-231
2010 2010
627-637
2006 -SPSS
2012 2015
3 14
http://www.travel934.org.tw/GoodNewsKw/Stage/SDetail.aspx?id=728 2014
2014
2012
2006
9(4) 2005
2007
2013 2(9)
76-82
2012 821 2015 3 14
http://www.ettoday.net/news/20120912/101542.htm 2013
2007 —
4 157-180
2011 —
9 1-34 2011
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1.
2.
3.
4. _________
5. ________
6.
7.
8.
0-20% 20-40% 40-60% 60-80% 80-100%
10-15
200 100
9.
0-20% 20-40% 40-60% 60-80% 80-100%
10.
_________
11.
1.
1-5
2. 1 2 3 4 5
3. 1 2 3 4 5
4. 1 2 3 4 5
5. 1 2 3 4 5
6. 1 2 3 4 5
1-5
…
1. 1 2 3 4 5
2. 1 2 3 4 5
3. 1 2 3 4 5
4. 1 2 3 4 5
5. 1 2 3 4 5
6. 1 2 3 4 5
7. 1 2 3 4 5
8. 1 2 3 4 5
9. 1 2 3 4 5
10. / 1 2 3 4 5
11. 1 2 3 4 5
12. 1 2 3 4 5
13. 1 2 3 4 5
14. 1 2 3 4 5
15. 1 2 3 4 5
16. 1 2 3 4 5
17. 1 2 3 4 5
18. 1 2 3 4 5
19. 1 2 3 4 5
20. 1 2 3 4 5
21. 1 2 3 4 5
22. / 1 2 3 4 5
23. 1 2 3 4 5
24. 1 2 3 4 5
25. 1 2 3 4 5
26. / 1 2 3 4 5
27. 1 2 3 4 5
1-5
…
1. 1 2 3 4 5
2. 1 2 3 4 5
3. 1 2 3 4 5
4. 1 2 3 4 5
5. 1 2 3 4 5
6. 1 2 3 4 5
7. 1 2 3 4 5
8. 1 2 3 4 5
9. 1 2 3 4 5
10. 1 2 3 4 5
11. 1 2 3 4 5
12. 1 2 3 4 5
13. 1 2 3 4 5
14. 1 2 3 4 5
15. 1 2 3 4 5
16. 1 2 3 4 5
17. 1 2 3 4 5
18. 1 2 3 4 5
19. 1 2 3 4 5
20. 1 2 3 4 5
21. 1 2 3 4 5
22. 1 2 3 4 5
23. 1 2 3 4 5
24. 1 2 3 4 5
1-5
…
1. 1 2 3 4 5
2. 1 2 3 4 5
3. 1 2 3 4 5
4. 1 2 3 4 5
5. 1 2 3 4 5
6. 1 2 3 4 5
7. 1 2 3 4 5
8. 1 2 3 4 5
9. 1 2 3 4 5
10. 1 2 3 4 5
11. 1 2 3 4 5
12. 1 2 3 4 5
13. 1 2 3 4 5
14. 1 2 3 4 5
15. 1 2 3 4 5
16. 1 2 3 4 5
17. 1 2 3 4 5
18. 1 2 3 4 5
19. 1 2 3 4 5
20. 1 2 3 4 5
21. 1 2 3 4 5
1-5
…
1 2 3 4 5 1. 1 2 3 4 5
1 2 3 4 5 2.
1 2 3 4 5
1 2 3 4 5 3. 1 2 3 4 5
1 2 3 4 5 4.
1 2 3 4 5
1 2 3 4 5 5. 1 2 3 4 5
1 2 3 4 5 6.
1 2 3 4 5
1 2 3 4 5 7. 1 2 3 4 5
1 2 3 4 5 8. 1 2 3 4 5
1 2 3 4 5 9. 1 2 3 4 5
1 2 3 4 5 10. 1 2 3 4 5
1 2 3 4 5 11. 1 2 3 4 5
1 2 3 4 5 12. 1 2 3 4 5
1 2 3 4 5 13.
1 2 3 4 5
1 2 3 4 5 14. 1 2 3 4 5
1 2 3 4 5 15.
1 2 3 4 5
1 2 3 4 5 16.
1 2 3 4 5
1 2 3 4 5 17. 1 2 3 4 5
1 2 3 4 5 18. 1 2 3 4 5
1 2 3 4 5 19. 1 2 3 4 5
1 2 3 4 5 20.
1 2 3 4 5
1 2 3 4 5 21. 1 2 3 4 5
1-5
…
1. 1 2 3 4 5
2. 1 2 3 4 5
3. 1 2 3 4 5
4. 1 2 3 4 5
1.
2.
19-24 25-29 30-34 35-39 40 3.
4.
5.
20,000 20,001-40,000 40,001-60,000 60,001-80,000 80,000
6.
1. ___________
2. E-mail _______________________________
3. __________________________________________________________
