月旦知識庫
 
  1. 熱門:
 
首頁 臺灣期刊   法律   公行政治   醫事相關   財經   社會學   教育   其他 大陸期刊   核心   重要期刊 DOI文章
觀光旅遊研究學刊 本站僅提供期刊文獻檢索。
  【月旦知識庫】是否收錄該篇全文,敬請【登入】查詢為準。
最新【購點活動】


篇名
遊艇俱樂部潛在會員購買俱樂部服務的影響因子研究
並列篇名
Modeling predictors of potential members' intention towards marina services
作者 林莉萍黃筱茜曾靖宇羅健文
中文摘要
台灣海島型的國家,是世界第六大遊艇製造王國,但國民卻少有機會享受遊艇海上休閒活動,近年來,政府大力推廣遊艇內銷市場,並以提升遊艇服務業為號召,加上華人經濟圈掘起,讓這個休閒產品在國人心中的青睞和渴望程度大受提升。遊艇服務業須以遊艇俱樂部的經營為主體,而產業在台灣正處於起步階段,少有相關的研究,故針對台灣地區的經營和客戶特性,提出此研究。因此,本研究以計畫行為理論建構本研究模型,針對北部之遊艇駕乘者、遊艇活動參與者進行調查,回收之276份問卷分析結果發現,遊艇駕乘者及遊艇活動體驗者對於遊艇活動的「態度」、「知覺行為控制」二個因素會影響其購買意願。以上發現能提供給經營者和政府相關部門,能作為經營和推廣上的參考。
英文摘要
Ranked as the top sixth state in yacht manufacturing, Taiwan did not provide residents with considerable accessibility to ocean recreation and tourism. Since 5-6 years ago when the central government prioritized the yacht recreation industry as one of the strategically economic backbones, as well as the strong emergence of Chinese economic circle, yacht recreation has attracted people's attentions on investment and development. A marina or yacht club would be the pioneering effort to promote yacht recreation and tourism in Taiwan. However, empirical studies relevant to yacht recreation, marina operation, and club marketing are relatively lacking, which would be important references for the burgeoning industry. In order to fill the research gap, this study targeted on yacht recreationists in Taiwan, the potential members of yacht clubs and investigated their intention to purchase services provided by marinas; attitudes, subject norm, and perceived behavior control toward yacht recreation and club services; and socioeconomic characteristics using the TPB (Theory of Planned Behavior) model. There were 276 filled questionnaires by 2 types of potential members: yacht drivers or owners and participants of yacht recreational activities were received and analyzed to reveal different magnitudes of effects these predictors hold on 7 types of marina services. Through MLR analysis, Attitude (“social recognition”aspect) and Perceived Behavior Control are found the significant predictors of purchasing intensions of the yacht drivers or owners for the most of marina services. The similar findings are shown for the participants of yacht recreational activities. Also, the research aims at providing the findings for reference of governmental and practical strategies.
起訖頁 53-73
關鍵詞 遊艇遊艇俱樂部服務潛在會員計畫行為理論yachtmarina servicespotential membersTPB
刊名 觀光旅遊研究學刊  
期數 201706 (12:1期)
出版單位 銘傳大學觀光學院
該期刊-上一篇 顧客休閒知覺自由、情境涉入與場所依戀關係之研究──以創意生活產業為例
該期刊-下一篇 旅行業經營模式要素結合退休人力再運用之研究
 

新書閱讀



最新影音


優惠活動




讀者服務專線:+886-2-23756688 傳真:+886-2-23318496
地址:臺北市館前路28 號 7 樓 客服信箱
Copyright © 元照出版 All rights reserved. 版權所有,禁止轉貼節錄