南台科技大學研究生學位考試論文範例

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1 An Exploratory Study of the Development of Rural Tourism in Tien-Wei Road Garden

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3 Abstract The purpose of the study was to understand the settings of the tourism supply and tourism demand of the development of rural tourism in Tien-Wei Road Garden. Both the in-depth interview and questionnaire survey were used in the study. The former method was to explore the perceptions and ideas of the tourism suppliers. The latter method was to find the characteristics, motivations, and satisfaction of the visitors. The total subjects of the questionnaire were 387 and the major findings were concluded as follows: 1. Both the suppliers and demanders of the tourism resources agreed that the diversity of flower products was the major attraction of the Tien-Wei Road Garden. However, the visitors did not generate the same degree of satisfactions towards the recreational facilities of the area as the suppliers expected. 2. The tourism resources of the area were not well integrated; therefore, the planning of the area was suggested to link all the resources to increase the attractiveness of the area. 3. Most of the types of travel to the Tien-Wei Road Garden were family tours. The married respondents had more expenditures than those who were single. 4. The respondents who lived in the central parts of Taiwan had more travel motivations to the Tien-Wei Road Garden than those who lived in the southern parts and northern parts of Taiwan. 5. Higher percentages of the group visitors had curiosity about the Tien-Wei Road Garden than other types of the visitors. However, the individual visitors coming with families or friends to Tien-Wei Road Garden had more demands on local recreation than those of group visitors. Keywords: Rural tourism, Tien-wei Road Garden, Travel motivations, Travel satisfaction v

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17 Rural Development Programme 6

18 open land (Bertrand,1958) Bertrand Edmunds(1999) ecotourism agri-tourism nature tourism discovery tourism green tourism 7

19 Urban Tourism Resort Tourism Turnock(1999) Lane(1994) 8

20 Lane(1994) 9

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22 Page, Brunt, Busby and Connell(2001) Page et al.(2001) 11

23 Page et al.(2001),p354 12

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36 (cut flower) (potted flower) (bulbs) (nurseries) (herbaceous flower seed) 25

37 (flower industry) (cut flower) (potted flower) (bulbs) 26

38 (nurseries) (herbaceous flower seed) 27

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41 Gunn(1994) (attractions) (services)(promotion) (information) (transportation) Gunn(1994) Mill&Morrison(1992) 30

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43 Mill and Morrison1992 Coltman(1989) 32

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46 (Lavery,1975)NAS National Academy of Seciences 35

47 ( ) ( ) Lavery(1975) (actual or effective demand) (deferred demand) (potential demand) 36

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51 (motive) (drive) 40

52 (need) (stimulation) Deci1975 an awareness of potential satisfaction autonomous uniliation self-determination Need Motive Drive Swarbrooke and Horner(1999) Mclntosh 41

53 Swarbrooke and Horner(1999) 42

54 Swarbrooke and Horner(1999) 43

55 Crandall

56 (Swarbrooke and Horner1999 Swarbrooke and Horner(1999) Driver and Knopf1977 Oliver1981 Churchill and Suprenant

57 Manning(1986) Backman and Shinew(1994) Dorfman1979 Peterson

58 US=ΣLSS US=Σ(I LSS) US=(P) US=(I P) US=(E-P) US=[I (E-P)] US=(Pre-P) US=[I (Pre-P)] US(user satisfaction) LSS(level of satisfaction of each sources) P(perception) E(expectation) Pre(preference) I(importance) S(satisfaction) D(dissatisfaction) Dorfman1979 Gunn(1994) 47

59 (attractions) (services) (promotion) (information) (transportation) Dorfman

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62 Mannell and Kleiber(1997) pearson 51

63 Gunn 52

64 Swarbrooke and Horner1999 Gunn(1994) 53

66 Cronbach salpha Alpha Alpha Alpha 2004Alpha 55

67 (purposive or judgement sampling) (Descriptive Statistics) 56

68 Item Analysis critical ratio CR CR <0.05 <0.01) Reliability Analysis Internal Reliability Cronbach Cronbach Alpha Factor Analysis T-test 57

69 One-way ANOVA Correlation Analysis) pearson 58

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76 Gunn(1994) (attractions) (services) (promotion) (information) (transportation) 65

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113 Alpha Alpha Alpha 0.7 Bartlett s KMO(Kaiser-Meyer-Olkin) KMO Kaiser(1974) ( 2005) KMO KMO Bartlett

114 % % % % %

115 8.178% ( % )

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118 Alpha Bartlett s KMO(Kaiser-Meyer-Olkin) KMO % 107

119 16.424% % %

120 5.14 ( % )

121 One-Way ANOVA scheffe 110

122 One-Way ANOVA scheffe One-Way ANOVA scheffe 111

123 One-Way ANOVA One-Way ANOVA One-Way ANOVA 112

124 T F * Scheffe F 3.099* 6.549*** 4.382** * Scheffe A>B A>B,C A>B F * *** 3.141* Scheffe E>D E>D,F F 2.159* 2.280* 2.249* 2.371* 1.975* Scheffe F 2.502* *.911 Scheffe F 4.178* 6.121** Scheffe H>G H,I>G One-Way ANOVA 113

125 One-Way ANOVA One-Way ANOVA One-Way ANOVA One-Way ANOVA 114

126 One-Way ANOVA One-Way ANOVA One-Way ANOVA 115

127 F *** 2.756* Scheffe A>B,C,D F ** *** 9.318*** Scheffe G>E F,H>E G>E;F>H>E F Scheffe F ** ** 3.891** Scheffe J>K J>K K>I F * ** 4.389** Scheffe M>L,N N>L,M F *** 6.828*** Scheffe O,P>Q Q>P,R F * 3.742** Scheffe F Scheffe S>T 116

128 One-Way ANOVA One-Way ANOVA One-Way ANOVA One-Way ANOVA One-Way ANOVA 117

129 One-Way ANOVA T F Scheffe F 4.809** * Scheffe A>B F Scheffe F ** 2.811** Scheffe F Scheffe F Scheffe 118

130 One-Way ANOVA One-Way ANOVA One-Way ANOVA One-Way ANOVA One-Way ANOVA One-Way ANOVA 119

131 One-Way ANOVA One-Way ANOVA F Scheffe F Scheffe F Scheffe F Scheffe F Scheffe F * Scheffe F Scheffe F Scheffe 120

132 pearson

133 .275(**).216(**) (**) (**) (**) (**) (**) (**) (**) (**) (**) (**) (**) (**) (**) (**) (**) (**) (**) (**)

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148 Backman, S. J. & Shinew, K. J. (1994). The composition of source and activity loyalty with public agency s golf operation. Journal of park and Recreation Administration. 12(3), Bertrand, A. L. (1958) Rural sociology:an analysis of contemporary rural life New York.McGraw-Hill. 63. Churchill, G. A.,& Suprenant, C.(1982. An inves tigation into the determinants of customet satisfaction.journal of Marketing 137

149 Research,19, Coltman, M. M.(1989.Tourisom Marking. pp Crandall, R Motivations for leisure. Jaurnal of Leisure Research,12, Deci, E. L. (1975). Intrinsic motivation. New York: Plenum Press. 67. Dorfman, P. W. (1979). Measurement and meaning of recreation satisfaction: A case study of camping. Environment and Behavior, 11(4), Driver, B.L. & Knopf R.C. (1977). Personality, outdoor recreation, and expected consequences. Environment and Behavior, 9(2), Edmunds, M Rural tourism in Europe. Travel & Tourism Analyst, 6, Gunn, C.A.(1994).Tourism Planning-Basic-concept & cases,3rd ed Washington, D.C.: Taylor & Francies. 71. Lane, B. (1994. Sustainable rural tourism strategies: A tool for development conservation. Journal of Sustainable Tourism, 2(1), Lavery, P.(1975). The demand for recreation: A review of studies. Town Planning Review,46, Mannell,R. C. & Kleiber, D.A. (1997). Social psychology of leisure. New YorkVenture PublishingCo. 74. Manning, R. E. (1986). Studies in outdoor recreation: search and research for satisfaction. Oregon: Oregan State University Press. 75. Mill, R. C.,& Morrison, A.M. (1992). The tourism system: an introductory text. Second Edition. N.J. Prentice-Hall, Inc. 76. Oliver, R. L. (1981). Measurement and evaluation of satisfaction processes in retail settings. Journal of Retailing, 57(3),

150 77. Page, S.J., Brunt, P., Busby, G. & Connell, J.(2001). Tourism: A Modern Synthesis UK: Thomson Learning. 78. Swarbrooke, J. and Horner S. (1999). Consumer Behaviour in Tourism, Woburn:Butterworth-Heinemenn. 79. Turnock, D.(1999). Sustainable rural tourism in the Romanian carpathians. Geographical Journal,165,

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160 % 33.3% 100.0% 6.9% 3.5% 3.9% 2.6% 1.3% 3.9% % 36.5% 39.7% 17.5% 3.2% 100.0% 8.0% 16.0% 17.5% 17.7% 15.4% 16.3%.5% 5.9% 6.5% 2.8%.5% 16.3% % 38.1% 33.6% 17.9% 2.2% 100.0% 44.0% 35.4% 31.5% 38.7% 23.1% 34.6% 2.8% 13.2% 11.6% 6.2%.8% 34.6% % 35.7% 38.5% 15.4% 4.2% 100.0% 36.0% 35.4% 38.5% 35.5% 46.2% 37.0% 2.3% 13.2% 14.2% 5.7% 1.6% 37.0% % 28.1% 40.6% 15.6% 6.3% 100.0% 12.0% 6.3% 9.1% 8.1% 15.4% 8.3%.8% 2.3% 3.4% 1.3%.5% 8.3% % 37.2% 37.0% 16.0% 3.4% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 6.5% 37.2% 37.0% 16.0% 3.4% 100.0% % 44.3% 35.4% 13.5% 2.1% 100.0% 36.0% 59.0% 47.6% 41.9% 30.8% 49.6% 2.3% 22.0% 17.6% 6.7% 1.0% 49.6% % 30.3% 38.5% 18.5% 4.6% 100.0% 64.0% 41.0% 52.4% 58.1% 69.2% 50.4% 4.1% 15.2% 19.4% 9.3% 2.3% 50.4% % 37.2% 37.0% 16.0% 3.4% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 6.5% 37.2% 37.0% 16.0% 3.4% 100.0% 149

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Microsoft Word - 封面.doc

Microsoft Word - 封面.doc 98 年度滿州地區生態旅遊路線規劃 Ecotourism Route Planning in Manjhou Area in 2009 墾丁國家公園管理處委託辦理計畫報告中華民國九十八年十二月滿州地區生態旅遊路線規劃 Ecotourism Route Planning in Manjhou Area

南台科技大學 研究生學位考試 論文範例

南台科技大學研究生學位考試論文範例