休閒漁業旅遊行為－澎湖海上平台個案研究

Tourist Behaviors of Recreational Fishery: Case Study of Offshore Platform in the Pescadores Archipelago, Taiwan

徐瓊信(Chiung-Hsin Hsu) ； 杜承晏(Cheng-Yen Du)

《休閒產業管理學刊》 7卷1期 (2014/03) Pp. 1-21

https://doi.org/10.6213/JLRIM.2014.7(1)1

摘要

本研究探討澎湖海上平台遊客之旅遊動機、體驗品質與重遊意願等要素及其間之關係，作為建構休閒漁業遊客之行為模式。採用立意抽樣調查，收集295份有效問卷，並以結構方程模式（SEM）分析。研究結果顯示：旅遊動機對體驗品質有顯著正向影響；體驗品質對重遊意願有顯著正向影響；旅遊動機透過體驗品質（中介變項）從而影響重遊意願。建議未來辦理主題活動的方式提升地方知名度，永續維繫澎湖生態旅遊資源，將有助於引導旅客正向的重遊行為，發展觀光產業多元化之榮景。

關鍵字

休閒漁業 ； 旅遊動機 ； 體驗品質 ； 重遊意願

並列摘要

This study focused on tourist participants of the Pescadores Archipelago offshore platform to explore the elements of relationships among travelers' travel motivations, quality of experience and intention to revisit. It was also intended to develop and build a model of tourist behaviors at recreational fisheries. Through purposive sampling, 295 valid samples were received and analyzed by Structural Equation Modeling (SEM). This research showed that the participants' travel motivations and quality of experience had a significant positive relationship, participants' quality of experience and intention to revisit also had a significant positive relationship, as well as quality of experience played an important mediating role in the relationship between travel motivation and intention to revisit. Authors suggest that the planning of themed activities to promote the local reputation and sustainable maintenance of Pescadores Archipelago ecotourism resources could become prominence in the future. To facilitate the prosperity of the tourism industry, the surge of guiding travelers' behavior toward positive intention to revisit becomes outweigh in relevant industries.

並列關鍵字

Recreational Fishery ； Travel Motivation ； Quality of Experience ； Intention to Revisit

參考文獻

王俊豪(2005)。台灣農業振興的想像。農業推廣文彙，50，41-44。

王啟明、林麗娟、王淑治(2010)。台日休閒漁業法規之比較─「娛樂漁業管理辦法」 與「遊漁船業適正化相關法律」為例。島嶼觀光研究，3(1)，13-29。

吳忠宏、黃文雄、李介祿、李雅鳳(2007)。旅遊動機、滿意度與忠誠度之模式建構 與驗證：以宜蘭賞鯨活動為例。觀光休閒學報，13(4)，347-367。

吳忠宏、黃宗成、邱廷亮(2004)。玉山國家公園遊客旅遊動機、期望、體驗、滿意 度與重遊意願之研究。國家公園學報，14(2)，23-41。

宋永坤、鄧美娟(2012)。探討旅遊動機、意象、滿意度、忠誠度之關係-以淡水地 區遊客為例。觀光旅遊研究學刊，7(l)，79-102。