本研究係參考「交通部觀光局100年來臺旅客消費及動向調查」的原始資料，提出「媒體行銷」與「觀光吸引力」對「觀光滿意度」的關係模式，並進行檢測與探討；其次，進一步分析不同「旅客特性」與「旅遊特性」之來臺旅客是否對關係模式具有調節效果與影響程度；而後，探討於不同「觀光吸引力」與「觀光滿意度」分量下的模式分配情況與其影響變數間的差異性。
結果顯示：研究中所提之關係模式於各項衡量指標上皆具不錯的適配度，且「媒體行銷」與「觀光吸引力」對「觀光滿意度」皆具正向影響效果。其次，研究中亦發現，「行程安排方式」與「觀光活動路線」對關係模式具有調節效果；其中，在「媒體行銷」對「觀光吸引力」路徑上，「旅行社安排」行程與參與「生活娛樂」活動路線的旅客族群的調節效果較具顯著性；在「觀光吸引力」對「觀光滿意度」路徑上，「自行安排」行程與參與「生活娛樂」活動路線的旅客族群的調節效果較具顯著性；而在「媒體行銷」對「觀光滿意度」路徑上，「旅行社安排」行程與參與「非生活娛樂」活動路線的旅客族群的調節效果較具顯著性。
此外，在「觀光吸引力」的分量分析顯示：「媒體行銷」對各個「觀光吸引力」分量皆具明顯的影響效果；「行程安排方式」分群在各個「觀光吸引力」分量上皆具顯著性差異；但「觀光活動路線」分群在各個「觀光吸引力」分量上則不具顯著性差異。而在「觀光滿意度」的分量分析顯示：「媒體行銷」與「觀光吸引力」對於「觀光滿意度」的0.75以下分量皆具顯著性影響；「行程安排方式」分群在各個「觀光滿意度」分量上皆具顯著性差異；而「觀光活動路線」分群則僅在「觀光滿意度」的0.10分量上具有顯著性差異。

First, we refer to the “2011 Annual Survey Report on Visitors Expenditure and Trends in Taiwan” and propose a causal model that linking three factors: “media marketing,” “tourism attraction” and “tourism satisfaction” in this study. Second, by the multi-group analysis, this study confers on whether different groups of “tourism characteristics” and “travel characteristics” will interfere in the causal model or not. Furthermore, applying the quantile regression model explore the explanatory variables effect on different “tourism attraction” quantile and different “tourism satisfaction” quantile.
The result show that: (1)The causal model has goodness of fits and explanatory abilities, therefore, “media marketing” and “tourism attraction” has positive effect on “tourism satisfaction”. (2)We also find that the “travel arrangement methods” and “tourism action routes” of “travel characteristics” on the causal model with a significant regulates. Beside, the groups of “arrangement of travel agencies” and “life and entertainment” are relative higher effects respectively on the path of “media marketing” unto “tourism attraction”; the groups of “their own arrange”and “life and entertainment” are relative higher effects respectively on the path of “tourism attraction” unto “tourism satisfaction”,and the groups of “travel agencies arrange” and ”non-life and entertainment” are relative higher effects respectively on the path of “media marketing” unto “tourism satisfaction”. (3)“Media marketing” has interpretative on each “tourism attraction” quantile, and the groups of “travel arrangement methods” has significant different on each “tourism attraction” quantile, however, the groups of “tourism action routes” hasn’t significant different on each “tourism attraction” quantile. Besied, “media marketing” and “tourism attraction” have interpretative on 0.75 following “tourism satisfaction” quantile, and the groups of “travel arrangement methods” has significant different on each “tourism satisfaction”, hwoever, he groups of “tourism action routes” has significant different on 0.75“tourism satisfaction” quantile.

摘要　I
Abstract　III
誌謝　V
目錄　i
表目錄　iii
圖目錄　v
第一章　緒論　1
　第一節　研究背景與動機　1
　第二節　研究目的　4
　第三節　研究範圍與對象　5
　第四節　研究流程　5
第二章　文獻探討　8
　第一節　媒體行銷　8
　第二節　觀光吸引力　11
　第三節　觀光滿意度　13
第三章　研究方法　16
　第一節　研究假說　16
　第二節　研究架構　19
　第三節　研究變項操作型定義與衡量方式　20
　第四節　資料蒐集與整理　23
　第五節　資料分析方法　 25
第四章　實證分析　34
　第一節　敘述統計分析　34
　第二節　信度與效度分析　39
　第三節　關係模式建立與檢測　40
　第四節　分群模式建立與檢測　45
　第五節　觀光吸引力與滿意度的分量分析　60
第五章　結論與建議　68
　第一節　結論　68
　第二節　管理意涵　71
　第三節　後續研究建議　74
參考文獻　75
中文部分　75
英文部分　77
附錄　83

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