馬來西亞旅客來臺旅遊體驗、地方依附、幸福感與重遊意願關係之研究

臺灣其豐富的文化歷史與自然環境、便利的交通、安全的環境、多元的美食以及馬來西亞相近的語言文化，不僅提升馬來西亞的旅遊體驗。對馬來西亞旅客也具有強烈的地方依附。馬來西亞旅客能夠無障礙地與臺灣的當地人交流溝通，並能享受旅遊體驗中的舒適感與期望，透過來臺旅遊促進再度旅遊的意願。本研究主要目的在探討馬來西亞旅客來臺旅遊體驗、地方依附、幸福感與重遊意願關係之研究，以「旅遊體驗」、「地方依附」、「幸福感」與「重遊意願」為主要關係模式。本研究主要在桃園國際機場進行便利抽樣，並使用滾雪球方式在網路平台上進行網路問卷調查，針對出生於馬來西亞並來臺灣旅遊的馬來西亞旅客為主要研究對象。本研究共發放350份問卷，有效問卷為343份。此研究透過敘述性統計分析、迴歸分析、變異數分析以及信度分析探討本研究之研究假設。研究實證如下，（1）旅遊體驗對地方依附有顯著正向影響；（2）旅遊體驗對幸福感有顯著正向影響，（3）旅遊體驗對重遊意願有顯著正向影響；（4）地方依附對幸福感有顯著正向影響；（5）地方依附對重遊意願有顯著正向影響；（6）幸福感對重遊意願有顯著正向影響。本研究提出對於促進馬來西亞旅客來臺旅遊的策略建議如下：（1）提升旅遊體驗，針對旅客的特定需求提供個性化服務；（2）強化地方依附，加強旅遊宣傳，舉辦臺灣的獨特文化活動；（3）重視旅客幸福感，提供友善優質的服務滿足旅客心理需求；（4）促進重遊意願，積極推出重遊優惠及獎勵措施，激發旅客重遊意願。針對本研究所列出的研究限制以及未來方向如下：（1）擴展國際化旅客；（2）使用橫斷面數據；（3）考慮其他影響因素；（4）增加樣本數與多樣性。

關鍵字

旅遊體驗；地方依附；幸福感；重遊意願；馬來西亞旅客；臺灣

並列摘要

Taiwan, with its rich cultural history, natural environment, convenient transportation, safe environment, diverse cuisine, and linguistic and cultural similarities to Malaysia, significantly enhances the travel experience for Malaysian tourists. These factors also foster a strong sense of place attachment among Malaysian visitors. Malaysian tourists can communicate effortlessly with the locals in Taiwan, enhancing their comfort and meeting their expectations during their travel experience. This ease of communication and the enjoyable experience in Taiwan encourage their intention to revisit the country. The main purpose of this study is to explore the relationships among Malaysian tourists’ travel experiences, place attachment, well-being, and revisit intention, with "travel experience," "place attachment," "well-being," and "revisit intention" being the key relationship models. This study conducted convenience sampling at Taoyuan International Airport and used a snowball sampling method for an online questionnaire survey on internet platforms, targeting Malaysian tourists who were born in Malaysia and traveled to Taiwan. A total of 350 questionnaires were distributed, with 343 valid responses. The study examined the hypotheses using descriptive statistics, regression analysis, ANOVA, and reliability analysis. The empirical findings are as follows: (1) Travel experience has a significant positive effect on place attachment; (2) Travel experience has a significant positive effect on well-being; (3) Travel experience has a significant positive effect on revisit intention; (4) Place attachment has a significant positive effect on well-being; (5) Place attachment has a significant positive effect on revisit intention; (6) Well-being has a significant positive effect on revisit intention. Based on these findings, this study offers the following strategic recommendations for promoting tourism to Taiwan among Malaysian tourists: (1) Enhance travel experiences by providing personalized services tailored to tourists' specific needs; (2) Strengthen place attachment by boosting tourism promotion and organizing unique cultural events in Taiwan; (3) Pay attention to tourists’ well-being by offering friendly and high-quality services to meet their psychological needs; (4) Promote revisit intention by actively introducing revisit discounts and reward measures to stimulate tourists' desire to return. The study also outlines research limitations and future directions as follows: (1) Expanding to international tourists; (2) Using cross-sectional data; (3) Considering additional influencing factors; (4) Increasing sample size and diversity.