苗栗舊山線遊客旅遊意象、滿意度與重遊意願關係之調查研究

A Research on Tourism Image, Satisfaction and Revisit Intention of the Miaoli Old Mountain Line Railway

徐毓宏(Yue-Hung Shu)

《育達科大學報》 39期 (2014/12) Pp. 129-155

摘要

苗栗舊山線重點觀光區域位於三義勝興火車站周邊，客家委員會鑑於舊山線鐵道周邊從歷史脈絡觀之，長久以客家人居住為主。爰2006年底將型塑勝興火車站附近成為「國際桐花村」客家新貌，列為補助苗栗縣政府的重要計畫，其目的就是要將勝興火車站周邊，打造成為具有藝術氣氛及桐花魅力的客家聚落，進而與鐵道文化相結合，作整體旅遊意象行銷。本文研究動機為瞭解該地區發展至今，遊客心中的旅遊意象、滿意程度、重遊意願及其之間的關係。調查對象以前往苗栗舊山線觀光旅遊的遊客為主，採用問卷調查方式進行資料蒐集，並以統計方法進行數據資料分析提出結論與建議，俾利提供當地政府與民間後續規劃行銷策略之參考。

關鍵字

行銷策略 ； 客家文化 ； 苗栗舊山線 ； 旅遊意象

並列摘要

The tourism area of the Miaoli Old Mountain Line is located around the Shenghsing railway station in Sanyi Township. Since most inhabitants around the Miaoli Old Mountain Line are Hakka living there for generations, the Council of Hakka Affairs in 2006 launched a project to use this historical context to reconstruct Shenghsing railway station and its vicinity as the ＂International Hakka Tung Blossom Village＂, jointly with the Miaoli County Government by substantially subsidizing the project. The main purpose of the project is to make Hakka cluster of dwellings around the Shenghsing railway station exude an artistic atmosphere with a charm of the Hakka Tung Blossom Village. Furthermore, combined with the railway culture it can project a tourism image for overall marketing. This paper aims to understand, since the area started its tourism development, tourists' attitudes toward tourism image, satisfaction, willingness to revisit, and relationship between these three factors. The objects of the study are mainly tourists travelling to the Miaoli Old Mountain Line. Data was first collected through questionnaire and then analyzed statistically to draw conclusion and to make recommendation in the hope that it can serve as a reference for local government and communities to implement their tourism marketing strategies.

並列關鍵字

Marketing Strategy ； Hakka Culture ； Miaoli Old Mountain Line ； Tourism Image

參考文獻

交通部觀光局(2005)：台灣暨各縣市觀光旗艦計畫。台北市：交通部觀光局出版。

李佳珮(2010)：旅遊意象、旅遊體驗、知覺價值與行為意圖關係之研究- 以古坑旅遊地區為例。雲林：國立雲林科技大學休閒運動研究所碩士論文(未出版)。

吳佩芬(1997)：主題園遊客對主題意象認知之研究－以六福村主題遊樂園為例。台中市：逢甲大學土地管理研究所碩士論文(未出版)。

林宗賢(1996)：日月潭風景區旅遊意象及視覺景觀元素之研究。台中市：東海大學景觀學系研究所碩士論文(未出版)。

林若慧，陳澤義和劉瓊如(2003)：海岸型風景區之旅遊意象對遊客行為意圖之影響－以遊客滿意度為仲介變數。戶外遊憩研究,16(2),1-22。