不同旅遊意象遊客之旅遊體驗與忠誠度影響關係之研究－以華山咖啡為例

A Study of the Relationship between Tourism Experience and Loyalty of Different Tourists' Images-The Case of Gukeng HuaShan

沈進成(Ching-Cheng Shen) ； 廖若岑(Jo-Tsen Liao)

《生物與休閒事業研究》 3卷1期 (2005/06) Pp. 43-56

https://doi.org/10.30133/BLIR.200506.0003

摘要

雲林縣華山地區在遭受到九二一地震及土石流等連續天災之後，積極地轉型並以台灣咖啡原鄉為賣點，加上2003年台灣咖啡節的舉辦，使華山咖啡城知名度大為提昇。本文旨在探討華山咖啡城不同呂遊意象遊客之旅遊體驗及忠誠度等變數間之影響程度，並以華山遊客為實證分析對象。研究結果發現：1．遊客對華山的體驗主要是情感體驗、次為感官體驗；2．主要意象為欣賞夜景及休閒的好去處；3．高意象之遊客擁有較高的體驗及忠誠度；4．感官體驗及情感體驗較能影響高意象群遊客之意象；5感官體驗、情感體驗及行動體驗較能影響低意象群遊客之意象；6．旅遊讓人值回票價之意象對高意象群遊客忠誠度最具影響；7．華山是約會的好地方之意象對低意象群遊客忠誠度影響較大。

關鍵字

體驗行銷 ； 旅遊意象 ； 忠誠度

並列摘要

Huashan in Yu-Lin County was suffered from the 921 earthquake and continuous natural hazard but residents keep trying to promote coffee in terms of the origin of Taiwan coffee and taking place the Taiwan Coffee Festival in 2003. As result of these events, this area has been attracting more visitors and becoming well-known. The main topics of this research are experience 、tourism image and tourist's loyalty of different tourists' images. Base on the survey of visitors' opinions, we found: 1. Feel takes the first place in the experience of visitors in HuaShan and Sense follows; 2. The main image is Huashan is an excellent place for night scenery seeing and spending leisure time; 3. Tourists with the high image have higher experience and loyalty; 4. Visitors' Sense and Feel are the key factors to affect visitors with high image; 5. Visitors' Sense, Feel and Act are the key factors to affect visitors with low image; 6. Worthful tour can mainly influence the loyalty of visitors with high image; 6. Visitors' Act 、Sense and Feel and are the key factors to affect the visitors with low image; 7. Huashan is good place for date can mainly influence the loyalty of visitors with low image.

並列關鍵字

Experiential Marketing ； Tourism Image ； Loyalty