- 期刊
探討國際慢城的旅遊意象、體驗價值與滿意度關係：以苗栗縣南庄鄉為例
The Structural Relationships between Tourism Image, Experience Value and Satisfaction of Cittaslow International - A Case Study of Nanzhuang, Miaoli
摘要
苗栗縣南庄鄉具有豐富的自然與人文環境特色，於2016年獲得國際慢城認證，以慢城理念推動南庄旅遊活動。本研究嘗試探討前往苗栗縣南庄鄉的旅遊者特性與其對苗栗縣南庄鄉的旅遊意象、體驗價值與滿意度的關係。於2019年8月27日至10月3日進行問卷調查，共發放530份，有效問卷為500份，有效樣本回收率為93％。受訪的旅遊者以女性、未婚者居多、職業為服務業者、居住地以桃竹苗比例最高；而旅遊特性部份，同行者以家人親戚佔多數，旅遊頻率為數年一次的比例為最高，而旅遊者最喜歡的景點以南庄老街區為主。旅遊者在交通便利的滿意度較低外，旅遊愉悅程度高，尤其自然景色為旅遊者有放鬆、紓壓之感。研究結果顯示，旅遊意象雖不是影響滿意度的重要因素，但會透過體驗價值對滿意度有正向顯著影響。研究成果對苗栗縣政府與南庄鄉公所的觀光規劃與管理有所幫助，期待未來能在苗栗縣南庄縣逐步落實慢城理念。
並列摘要
Nanzhuang Township, which is located in Miaoli County, has rich natural and cultural characteristics. It was certified as a Slow City by Cittaslow International since 2016. Then the Nanzhuang government promoted tourism activities with the Cittaslow concept. This empirical study is aimed to investigate a theoretical model, which predicts the direct impacts of tourist satisfaction on tourism image and experience value of tourist in Cittaslow tourism of Nanzhuang Township. This research was conducted using data collected from 530 tourists visiting Nanzhuang Township. The questionnaires were interviewed from August 27 to October 3, 2019. The results shows that tourism image has significant impact with experience value and experience value also affects satisfaction with positive impact. The results are helpful for the Nanzhuang government to improve tourism planning and management. Hope the concepts of slow city from Cittaslow International will be implemented in Nanzhuang.