旅遊體驗、旅遊意象、滿意度及忠誠度影響關係之研究－以台糖烏樹林園區為例

A Study of the Influence Relationships among the Tourism Experience, Tourism Image, Satisfaction and Loyalty-A Case Study of Wushulin Leisure Park of Taiwan Sugar Corporation

沈進成(Ching-Cheng Shen) ； 楊安琪(An-Chyi Yang)

《生物與休閒事業研究》 4卷1期 (2006/07) Pp. 1-21

https://doi.org/10.30133/BLIR.200607.0001

摘要

在科技進步與國際糖價低迷環境裡，台灣糖業的製糖、運輸紛紛功成身退，曾以糖廠為生活中心的共同記憶也隨之消失，烏樹林台糖園區擁有豐富的糖業文化資產與自然景觀當可成為保存這一共同記憶的發展所在。烏樹林休閒園區93年初正式開幕，提供五分車懷舊之旅、博物館及昆蟲館之休閒體驗，為烏樹林台糖園區帶來一股體驗的人潮。整個轉型要如何永續經營，我們必需了解遊客對於整個園區觀感。本研究以旅遊體驗、旅遊意象、滿意度及忠誠度為研究主題，研究結論包括：1.遊玩五分車及參觀博物館時間約2-4個小時，平均消費約在500元以下，大部分遊客都是來自台南為主，再者以台中及台北遊客。2.園區對遊客吸引力以五分車為主，其次是博物館中的古早風情民俗俚語館，最差的是昆蟲館及產品館。3.遊客體驗以關聯體驗中五分車懷舊之旅產生懷舊情懷為最高。4.遊客的感官體驗及行動體驗對於旅遊體驗影響最大。5.遊客的產品價值意象及服務品質意象對旅遊意象度最具影響力。6.遊客體驗對遊客意象、滿意度及忠誠度有正向影響關係。遊客意象對滿意度有正向影響關係。滿意度對忠誠度有正向影響關係。旅遊意象對忠誠度直接影響效果不顯著。7.遊客體驗透過滿意度來提高其對忠誠度影響效果，滿意度是遊客體驗影響忠誠度之重要中介變數。

關鍵字

旅遊體驗 ； 旅遊意象 ； 滿意度 ； 忠誠度

並列摘要

As the progression of technology and the decline of international sugar price, the sugar production and transportation of Taiwan sugar industry quitted gradually and the mutual memory of life around sugar company also disappeared. However, Wushulin Leisure Park of Taiwan Sugar Corporation (TSC) composed of plenty cultural resources of sugar industry and natural landscape may become a place developed for preserving the mutual memory. Wushulin Leisure Park started in the early 2004, affording the leisure experience of missing-old-times trip of small-train, museums, and insect museum, which attracted thousands of people for experiencing. In order to keep long-term management of the whole transformation, we must realize the visitors' sensation for the park. As the topics about tourism experience, tourism images, satisfaction, and loyalty were investigated, the conclusions of the study were included: (1) The time for enjoying small-train and visiting museums was about 2 to 4 hours, and the average consumption was about below 500 dollars. Most visitors came from Tainan, followed by Taichung and Taipei. (2) The attract of the park was mainly from small-train, followed by ancient custom slang hall of museums, and, the least, insect museum and product hall. (3) In the visitor experience, the highest was the missing-old-times feeling produced by the missing-old-times trip of small-train, followed by the felling experience. (4) The most influence factors to tourism experience were the sense experience and the active experience of visitor. (5) The images of product value and service quality were the important factors of tourism image. (6) The tourism image, satisfaction and loyalty were affected significantly by tourism experience. The satisfaction was affected significantly by tourism image. The loyalty was affected significantly by satisfaction. The loyalty was not significantly affected by tourism image. (7) Analyzing the relation model upon tourism experience, tourism image, satisfaction and loyalty, satisfaction is the important medium variable on the influencing between the tourism experience and loyalty.

並列關鍵字

Tourism Experience ； Tourism Image ； Satisfaction ； Loyalty