性別與年齡視角下的遊客依賴度與認同感研究：以四川宜賓酒文化旅遊為例

Assessing Visitors' Dependence and Identity based on Gender and Age: An Empirical Study of Wine Culture Tourism at Yibin, Sichuan

馬思怡(Siyi Ma) ； 顏財發(Tsaifa Yen)

《全球科技管理與教育期刊》 9卷1期 (2020/03) Pp. 1-19

https://doi.org/10.6617/GTME.202003_9(1).0001

摘要

許多研究探討酒文化旅遊的發展，很少研究探討居民的認同感與依賴度。本研究藉由檢驗（1）地方依賴對地方認同與口碑的影響；（2）地方認同對口碑的影響。透過在四川省宜賓的酒文化旅遊景點進行問卷調查，共獲取372份有效問卷，有效問卷率約93%。研究發現，地方依賴透過地方認同顯著正向影響口碑。最後，本文也提供一些酒文化旅遊發開建議，如政府應加強硬體建設、企業應開發符合居民與遊客需要的酒文化旅遊產品等。

關鍵字

地方依賴 ； 地方認同 ； 酒文化旅遊

並列摘要

Numerous researches study the development of wine cultural tourism while rare ones address the issue of residents' dependence and identity. This study aims at assessing the effect of place dependence on place identity as well as the effect of place identity on words of mouths. Data was collected by questionnaire survey at wine tourism sites at Yibin, Sichuan and finally a total of 372 valid samples were received with a respond rate 92%. Findings show that place dependence can positively influence word of mouth through place identity. Finally, some suggestions were drawn. Such the infrastructure should be improved was recommend to the local government; new wine cultural products which matching the needs of residents and visitors should be designed and developed for the firm when developing wine cultural tourism.

並列關鍵字

Place Dependence ； Place Identity ； Wine Cultural Tourism