觀光已成為全球最大產業,觀光客流動的頻率愈來愈高。日本是近年來台灣人海外旅遊首選的目的地,台灣人赴日旅遊呈正向成長趨勢。因此,本研究以有到日本旅遊過的遊客為研究對象,探討旅遊目的地意象、真實性、體驗價值及口碑意圖之間的關係是否存在著顯著性的差異。研究方法採用便利性抽樣方式,以問卷調查法進行資料收集,共計回收457份有效問卷;並以結構方程模型的方法進行問卷分析。研究結果顯示:旅遊目的地意象分別對真實性、體驗價值和口碑意圖有顯著的影響;真實性對體驗價值也有顯著的影響;體驗價值對口碑意圖亦存在著顯著影響;但真實性對口碑意圖的影響路徑則遭到拒絕,這顯示遊客有了真實性感受後不一定會對口碑意圖造成影響,而必須先形成體驗價值的感受,才能進而影響消費者的口碑意圖。
Tourism has become the world's largest industry, and the frequency of tourists moving is more and more higher. Japan is the best choice for Taiwanese to travel abroad. Traveling to Japan Taiwanese tourists is growing positively. Therefore, the object of this study is based on the tourists who had traveled to Japan to explore whether there would be significant differences in the destination image, authenticity, experiential value, word of mouth. The research methods of this study adopt convenience sampling, collecting the data and information by questionnaires. Total valid questionnaires back is 457pcs. All these valid questionnaires will be analyzed by Structural Equation Modeling (SEM). The result shows that: The destination image will affect significantly toward authenticity, experiential value, word of mouth. The authenticity will affect significantly toward experiential value. Experiential value will affect significantly toward word of mouth. However, word of mouth will not be affected by the authenticity. It shows that the word of mouth will not be likely affected if the tourists have the real feelings. Yet, it is necessary to form the feelings of experiential value, thus the effect of word of mouth of the consumers might be proceeded.