Investigation and Construction of Gamifacation Service Scale for Battlefield Tourism Resources

• Main Authors: PAI,YI-HAN, 白逸涵
• Other Authors: TSAI, TSUNG-HSIEN
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/79yyca

碩士 === 國立金門大學 === 管理學院事業經營碩士在職專班觀光管理組 === 107 === In recent years, Kinmen government has promoted the tourism industry in order to develop the local economy. Due to the decreasing number of troops stationed on the Kinmen island, the vacant military camps have become the resources for developing battlefield tourism. As Daden island, which is one of these vacant camps, has been transformed to the local government, it is a critical and practical issue for differentiating tourism service on the Daden island in order to attract tourists’ visit intention. The goal of this study is to attract visits by proposing differentiated tourism service. As game is one of the most natural ways of entertainment since ancient times, the concept and practice of gamification has been widely used in education, sports and marketing in recent years. Therefore, this study focuses on tourists’ needs and utilizes gamification to design tourism service. The empirical results obtained from this study can provide suggestions and innovations for the design of service content. The questionnaire survey is adopted to collect data. The population in this study is tourists who have been to Kinmen and above 18 years old. In addition, they also need to have the habit to use smart phones and download APPs. This study collects two data set for the empirical analysis. We adopt the techniques of descriptive statistics, exploratory factor analysis, and also confirmatory factor analysis to analyze the collect responses. The studying results first show that KMO value of the first dataset 0.935, and Bartlett's spherical test value is 4592.842 (p=.000), which both reveal the fact that collected data is suitable for exploratory factor analysis. In addition, a total of six factors are obtained and named "Awareness of Achievement", "Substantial Reward", "Uniqueness", "In-depth Experience", "Enriched Imagination" and "Gift Reward". In order to further verify the validity of the questionnaire, confirmatory factor analysis is applied to analyze the second dataset. After the adjustment of the measurement items to obtain satisfied model fitness, the obtained statistical performance indices are as follows: Chi-square/df=2.7255037, GFI=0.882, AGFI=0.837, RMSEA=0.0776, NFI=0.903, CFI=0.915, PNFI=0.7, PGFI=0.636. The results of this study can shed some light on the suggestions and innovations of utilizing battlefield tourism resources.