The Relationships among Destination Image, Perceived Quality, Emotional Place Attachment, Tourist Satisfaction, and Post-visiting Behavior Intentions

目的地意象、知覺品質、情感性地方依附、旅遊滿意度和遊後行為意圖關係之研究

蔡進發(Chin-Fa Tsai)

《行銷評論》 12卷4期 (2015/12) Pp. 455-479

摘要

不同於以往的研究，本研究藉由將情感性地方依附加入「意象－品質－滿意度－購後行為」的典範，因而提出一個更加具整合性的遊後行為意圖模型。本研究在旅遊的背景下，使用結構方程模式來檢驗模型中兩兩變數之間的關係。結果指出，此一兼具認知與情感成份的遊後行為意圖新模型可以與實證資料配適良好。與認知有關的路徑「目的地意象－知覺品質－旅遊滿意度－遊後行為意圖」是顯著的；與情感有關的路徑「目的地意象－情感性地方依附－旅遊滿意度－遊後行為意圖」也是顯著的。

關鍵字

目的地意象 ； 知覺品質 ； 情感性地方依附 ； 旅遊滿意度 ； 遊後行為意圖

並列摘要

Differing from the previous studies, this study proposes a more integrated post-visiting behavior model by including emotional place attachment into the ＂image-quality-satisfaction-post-purchase behavior＂ paradigm. The structural relationships between the variables are examined using a structural equation modeling (SEM) approach in a travel-related context. The results show that the new post-visiting behavior intentions model, which consists of both cognition and emotion components, gives an adequate fit to the data. The cognitive path ＂destination image-perceived quality-tourist satisfaction-post-visiting behavior intentions＂ related to the post-visiting behavior intentions is also evident. The emotional path ＂destination image-emotional place attachment-tourist satisfaction-post-visiting behavior intentions＂ related to the post-visiting behavior intentions is also evident.

並列關鍵字

destination image ； perceived quality ； emotional place attachment ； tourist satisfaction ； post-visiting behavior intentions

參考文獻

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