高職觀光餐旅科學生目的地意象量表編製之研究──以You Tuber旅遊節目為例

The Compilation of Destination Image Scale for Hospitality Major Vocational High School Students a case study of YouTuber Travel Program.

本研究目的主要在建構高職觀光餐旅科學生目的地意象量表-以YouTuber旅遊節目為例，以中部高職生餐旅科學生為研究對象，參考沈立、蔡頤瀞、連珮雅與鄭佳（2015）研究編製之「目的地意象量表」，進行高職觀光餐旅科學生目的地意象量表編製研究，並以驗證性因素分析對此量表進行驗證，本研究使用便利抽樣方式抽取310位高職觀光餐旅科學生為研究樣本，問卷總計回收310份，回收率達100%；而有效問卷數量為296份，有效問卷達95.4 %。資料分析採SPSS與AMOS等統計軟體進行收斂效度與結構模式分析。本研究結果顯示：目的地意象量表中的潛在變項的組成信度為0.90，大於0.6，且平均變異數抽取量為0.71，大於0.50，表示此模式具有良好之收斂效度，故本研究目的地意象量表可應用於學術與實務上。

"The purpose of the research aims at compiling a destination image scale for hospitality major vocational high school students-a case study of YouTuber travel program. The subjects of this research were hospitality major vocational high school students in central Taiwan. The research was conducted with a reference of the ''Destination Image Scale'' compiled by Li Shen, Yilu Tsai, Peiya Lian, and Jiakun Zheng (2015). The destination image scale is verified using confirmatory factor analysis. Convenience sampling method was adopted to make questionnaire survey. A total of 310 questionnaires were distributed and 310 were collected with a response rate of 100%. A validity rate of 95.4% with 296 valid questionnaires. The collected data were organized by using SPSS statistical software. Moreover, the convergent validity and structural model were analyzed by using. AMOS24.0 statistical software. The results of this study show that the component reliability of the latent variable in the compilation of destination imagescale is .90, which is greater than .60, and the average variance extracted is .71 which is greater than .50, indicating that this model has good convergent validity. Accordingly, the destination image can be applied to theoretical and practical aspects."