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研究生：	Johan Mikael Bergsten Johan Mikael Bergsten
論文名稱：	旅遊目的地評價分析:日本觀光客至瑞典旅遊之決策因子研究 An Analysis of Destination Judgments: the Determinant Criteria for Japanese Tourists to Travel to Sweden
指導教授：	蕭中強 Hsiao, Chung-Chiang
學位類別：	碩士 Master
系所名稱：	管理研究所 Graduate Institute of Management
論文出版年：	2015
畢業學年度：	103
語文別：	英文
論文頁數：	54
中文關鍵詞：	destination marketing 、destination competitiveness 、attribute importance 、analytic hierarchy process 、Sweden 、Japanese tourists
英文關鍵詞：	destination marketing, destination competitiveness, attribute importance, analytic hierarchy process, Sweden, Japanese tourists
DOI URL：	https://doi.org/10.6345/NTNU202205408
論文種類：	學術論文
相關次數：	點閱：420 下載：53
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The aim of this study was to develop a deeper insight into the judgmental criteria when Japanese tourists consider Sweden as their potential travel destination. Using earlier destination competitiveness factors as a basis, 16 factors were evaluated both by Japanese potential tourists and Swedish tourism experts in the form of two online surveys. Their judgments were analyzed using the analytic hierarchy process (AHP) to come up with factor weights for each of the factors, in order to find out if there was a fit between the factors that Japanese tourists regarded as important, and the factors where tourism experts considered Sweden as competitively strong. Results showed that the Japanese tourists regarded natural resources, especially the climate, as well as adventure activities and accommodation to be important when considering Sweden as a destination. Results also showed that tourism experts regarded Sweden’s natural resources to be competitively strong, especially the natural scenery.

Introduction    1
Background    1
Trends in the global tourism industry    1
   Economic benefits of Sweden’s tourism industry     2
   Characteristics of Sweden’s tourism industry     3
             Nature tourism    3
             Culture tourism    4
Problem definition    5
Theoretical framework    8
Literature review    8
   Tourism definition and history    8
   Motivation theory: needs and wants    9
   Needs and motivations of tourists    10
   Destination marketing    12
   Destination branding    13
   Destination competitiveness    14
Methodology    18
Participants    19
Measures    19
AHP methodology    19
The supply side: Tourism experts    22
The demand side: Japanese tourists    22
Main factors and sub factors used    23
 Procedure of data collection    24
 Data analysis    25
Results    26
The demand side: Japanese tourists    26
Demographic data    26
Competing destinations    29
AHP factor weights    31
Pair wise mean comparison of factor rankings    35
 The supply side: Tourism experts’ opinions    39
Competing destinations    39
AHP factor weights    40
General discussion    45
Discussion and implications    45
    Research question 1: Determinant factors    45
    Research question 2: Fit between supply and demand factors     47
    Research question 3: Marketing and positioning strategy     48
Limitations and recommendations for future research    48
References    52
Appendices    54
Copies of the online questionnaires    54

                                

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