本文旨在探討觀光意象對旅遊意願影響之決定因素及其彼此間的關聯效果,期能作為各觀光旅遊推動者與遊客在進行觀光旅遊決策時之參考基礎。分析過程選擇三峽觀光旅遊為研究範圍,針對來訪過三峽的觀光客進行問卷調查,總計得到535份有效問卷,並經由因素分析與線性結構模式(LISREL)進行實證分析。 基本上,本文藉由顧客知覺價值之觀點,探討觀光意象對旅遊意願影響之決定因素及其彼此間的關聯效果。實證結果顯示,觀光意象對顧客知覺價值具有正面的影響效果;顧客知覺價值對旅遊意願具有正面的影響效果;藉由顧客知覺價值的中介效果可使觀光意象對旅遊意願產生顯著的正面影響效果。上述影響效果可確立顧客知覺價值在本研究所建構之模式中所扮演的中介變數角色。政府或旅遊業者等觀光推動者宜在顧客知覺價值方面投入更多資源,並藉由顧客知覺價值的中介效果,讓其所塑造的旅遊地觀光意象可以對遊客旅遊意願產生正面影響效果。冀望本文之研究結果在各觀光推動者與遊客在擬定觀光旅遊決策時,可提供其參考之依據。
The main purpose of this study is to investigate the interrelationships between the tourism image and traveler intention via consumer perceived value. In the process of analysis, the site of San Shia district are selected as a research object. The linear structure relation(LISREL) method is applied to estimate the above interrelationships. Basically, This study explores the determinants which effect the linkage and analyze interrelationship between tourism image and travel intention through consumer perceived value. The empirical results reveal there are significantly positive effects of tourism image on consumer perceived value; significantly positive effects of consumer perceived value on travel intention; significantly positive effect of tourism image on travel intention. by the mediation effect of consumer perceived value. These effects establish consumer perceived value as the role of mediation variables in the model. Finally, tourism promoters and government agency may put more resources on consumer perceived value, and generate positive effect of tourism image on travel intention through the mediation effect of consumer perceived value.