遊客體驗對忠誠度之中介影響變數之研究－以奮起湖地區民宿為例

A Study on the Intermediate Effect Variables of Tourist's Experience to Loyality-The Case of the Fencihu B&B

沈進成(Ching-Cheng Shen) ； 王伯文(Po-Weng Wang) ； 陳正興(Cheng-Hsing Chen)

《生物與休閒事業研究》 3卷2期 (2005/12) Pp. 85-109

https://doi.org/10.30133/BLIR.200512.0001

摘要

本研究以奮起湖地區民宿遊客意象為研究主題，並以奮起湖地區遊客為實證分析對象，來分析遊客體驗、遊客意象、遊客滿意度與忠誠度間之影響關係。研究結果發現：1．在遊客意象方面認為奮起湖地區民宿主人服務熱誠待人親切為最高，其次為可接近大自然整體旅遊評價不錯。2．奮起湖地區民宿遊客的體驗以情感體驗為最高，其次為思考體驗。3．在關係模式方面，實證結果發現：民宿體驗對旅遊意象有顯著正向影響、民宿體驗對遊客滿意度有顯著正向影響、旅遊意象對遊客忠誠度有正向的影響、遊客滿意度對遊客忠誠度有顯著正向的影響。4．旅遊意象及滿意度為民宿體驗影響忠誠度的重要中介變數，其中又以旅遊意象的中介效果較大。

關鍵字

民宿 ； 體驗 ； 旅遊意象 ； 滿意度 ； 忠誠度

並列摘要

The main topics of this research are tourism image of Fencihu B&B. And this research is conducted by taking the tourists in Fencihu as the analysized samples. The relationships among the tourism experience, tourism image, satisfaction and loyalty are investigated. The results we found in this research are:
1. As for the tourism image, the friendliness and enthusiasm of the inn hosts is the most highly valued in Fencihu Region, and being able to be close to nature is followed.
2. Feel Experience takes the first place in the tourism experience of tourists in Fencihu Region and sense Experience is followed.
3. As to the relation model, the results of this study indicated that:
(a) experience positively affected tourism image.
(b) experience positively affected tourism satisfaction.
(c) Tourism image positively affected loyalty.
(d) And tourist satisfaction positively affected loyalty.
4. Tourism image and satisfaction are the intermediate variables to B&B experience's influence on loyalty. The intermediate effect of tourism image is much stronger.

並列關鍵字

B&B ； Tourism Experience ； Tourism Image ； Satisfaction ； Loyalty