遊客溫泉旅遊渡假區知覺意象之度量－以谷關爲例

Measurement of Tourists' Perceived Images of a Hot Spring Destination: The Case of Gu-Guan

林宗賢(Chung-Hsien Lin) ； 侯錦雄(Jing-Shoung Hou)

《戶外遊憩研究》 20卷2期 (2007/06) Pp. 79-99

https://doi.org/10.6130/JORS.2007.20(2)4

摘要

過去有關旅遊渡假區意象的研究努力，甚少專注在遊客所知覺的溫泉旅遊渡假區意象，本研究的目乃是發展溫泉旅遊渡假區的意象量表，並以谷關溫泉旅遊渡假區爲實證案例，以探索遊客對溫泉旅遊渡假區是否具有明確的知覺意象。本研究透過自由揭露法來收集並經自填式結構問卷來量化溫泉旅遊渡假區意象，探索性因素分析結果顯示谷關溫泉旅遊渡假區意象包括「身心健康」、「旅遊氛圍」、「溫泉設施體驗」與「文化影響」等四個意象構面，其中以「身心健康」與「文化影響」意象構面之遊客同意程度較高；後續的驗證性因素分析結果顯示此四個意象構面具有合理的區別效度與聚合效度。上述成果不僅驗證過去文獻所主張旅遊渡假區意象爲一具有多面向功能的行銷工具；同時擴展了過去研究所忽略的文化對旅遊渡假區意象的影響，即遊客的溫泉旅遊渡假區意象形成，反映出溫泉觀光發展中的後殖民主義文化內涵。

關鍵字

溫泉旅遊渡假區意象 ； 身心健康 ； 後殖民主義

並列摘要

Researchers have made great efforts to examine the aspects of tourists' destination image, but few have attempted to address tourists' perceived images of a hot spring destination. The purposes of this study are to develop the measurement scales of hot spring destination images, to examine empirically the Gu-Guan hot spring destination image, and to answer the question whether or not the distinct dimensions of a hot spring destination image actually exist. In this study the free elicitation technique and on-site questionnaire are administered to collect data. The results obtained from exploratory factor analysis indicate that the Gu-Guan hot spring destination image consists of four distinct dimensions labeled: well-being, atmosphere, experiences of hot spring facility, and cultural impact. Of these four dimensions, well-being and cultural impact are mostly agreed upon by respondents. Subsequently, the results obtained from confirmatory factor analysis reveal that the discriminant validity and convergent validity of the four dimensions are reasonably accepted. The findings confirm that the multifaceted nature of a destination image can be used as an efficient tool for hot spring destinations marketing. In addition, the findings theoretically extend the insights into the Japanese cultural impact on tourists' perceived images of a hot spring destination. That is, the formation of hot spring destination images in tourism development of Taiwan reflects the nature of postcolonial culture.

並列關鍵字

Hot spring destination image ； wellness ； post-colonialism

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