臺灣博碩士論文加值系統

在經歷了 Covid-19 危機之後，旅遊業受到了該病毒帶來的巨大影響。 疫情期間，旅遊業研究人員和旅遊企業紛紛回顧，做好疫情結束後迎接遊客回歸的更好準備。 鑑於這種情況，進行了這項研究，以解釋大流行後的旅遊行為，特別是來自中國和台灣的遊客，以及特定目的地是越南。 通過擴展 TPB 理論，結合對 Covid-19 的了解和目的地的整體形像等因素，該研究模型成功地確定了遊客選擇越南作為目的地的原因。 對 Covid-19 的感知知識、行為態度、主觀規範和目的地整體形像等因素對台灣和中國遊客的目的地訪問意向產生積極而強烈的影響。 此外，感知行為控制也直接影響遊客在大流行後的旅行意向，仍然明確如果目的地不受Covid-19影響，遊客將決定旅行。 研究中的新觀點是使用MGA比較兩個國家之間的假設關係。該研究發現，中國對Covid-19知識的感知對態度的影響高於台灣。 總體而言，該研究的發現增加了我們對中國和台灣遊客選擇越南作為大流行後目的地的決策行為的理解。

After going through the Covid-19 crisis, the tourism industry has suffered greatly from the impacts brought on by this virus. During the pandemic, researchers in the tourism industry and travel companies have looked back and prepared better to welcome tourists back after the pandemic ends. In light of this situation, this study was conducted to explain the post-pandemic tourist behavior, specifically from Chinese and Taiwanese tourists, and the specific destination being Vietnam. By expanding on the TPB theory combined with factors such as Knowledge of Covid-19 and Destination overall image, the study model has successfully identified the reasons for tourists choosing Vietnam as their destination. Factors such as Perceived knowledge of Covid-19, Attitude towards behavior, Subjective norm, and Destination overall image have a positive and strong impact on Destination visit intention of tourists from Taiwan and China. Additionally, Perceived behavioral control also directly affects the tourists' intention to travel after the pandemic, it is still clarified that tourists will decide to travel if the destination is not affected by Covid-19. The new point in the study is the use of Multigroup analysis (MGA) to compare the relationships between hypotheses in two countries. The study discovered that the impact of the perceived knowledge of Covid-19 on attitudes in China is higher than in Taiwan. Overall, the study's findings have increased our understanding of the decision-making behavior of Chinese and Taiwanese tourists choosing Vietnam as their post-pandemic destination.

摘要......i
Abstract......ii
Acknowledgements......iii
Table of Content......iv
List of Tables......vi
List of Figures......vii
Abbreviations......viii
Chapter 1. Introduction......1
1.1 Research Background......1
1.2 Research Purpose......3
1.3 Research Process......5
Chapter 2. Literature review......6
2.1 Destination overall image (DOI)......6
2.2 Destination visit intention (DVI)......6
2.3 Theory of planned behavior (TPB)......6
2.4 The relationship between DOI and DVI......9
2.5 Perceived knowledge of Covid-19......9
2.6 The Proposed Model......11
2.6.1 The Reference Models......11
2.6.2 The Proposed Model......13
Chapter 3. Research methodology......14
3.1 Questionnaire design......14
3.2 Data collection......14
3.3 Research method......15
3.4 Data analysis......16
3.4.1 Reliability Validity measurement......16
3.4.2 Exploratory factor analysis (EFA)......16
3.4.2 Convergent validity......17
3.4.3 Discriminant validity......17
3.4.4 Consistent PLS-SEM (PLSc-SEM)......18
3.4.5 Consistent bootstrapping......19
3.4.6 Multigroup analysis (MGA)......19
Chapter 4. Results......21
4.1 Pilot study......21
4.2 Data examination and screening......22
4.2.1 Demographic statistics......22
4.2.2 Reliability test......24
4.2.3 Exploratory factor analysis......24
4.2.4 Convergent and Discriminant validity......25
4.2.5 Structural model......27
4.2.6 Multi-group analysis......30
Chapter 5. Discussions, Conclusions and Implications......33
5.1 Discussions......33
5.2 Conclusions......34
5.3 Theoretical implications......35
5.4 Practical implications......36
References......38
Appendix I – English Questionnaire......44
Appendix II – Chinese Questionnaire......48
Appendix III – Taiwanese Questionnaire......54
Extended Abstract......60

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