迺夜市！觀光夜市之目的地意象、觀光吸引力、遊憩涉入對滿意度與重遊意願之影響

Destination Image, Tourism Attraction, Recreation Involvement toward Satisfaction and Revisiting Willingness of Kaohsiung Ruifeng Night Market

劉嘉麒(Chia-Chi Liu) ； 朱永蕙(Yung-Hui Chu)

《行銷評論》 17卷1期 (2020/06) Pp. 81-105

摘要

夜市，是台灣的觀光特色，亦具有觀光休閒的功能，並能提高觀光產業的經濟價值，促進台灣觀光及經濟的繁榮。本研究目的旨在探討遊客對於台灣高雄瑞豐夜市的目的地意象、觀光吸引力與遊憩涉入對顧客滿意度及重遊意願之影響。本研究採立意抽樣之問卷調查，並以瑞豐夜市遊客為主要研究對象，有效回收樣本318份。研究結果顯示，目的地意象、觀光吸引力與遊憩涉入對顧客滿意度皆有正向顯著影響；再者，目的地意象與顧客滿意度對重遊意願亦有正向顯著影響。儘管遊憩涉入與觀光吸引力對重遊意願無顯著影響，但是皆能藉由顧客滿意度對重遊意願產生間接效果，而具有完全中介效果。最後，本研究提供學術與實務之意涵做為參考建議。

關鍵字

夜市 ； 目的地意象 ； 觀光吸引力 ； 遊憩涉入 ； 重遊意願

並列摘要

Night markets are one of the distinguishing features for sightseeing in Taiwan. It also functions as leisure to stimulate economic prosperity. The purpose of this study is to investigate the influences among destination image, tourism attraction, recreation involvement satisfaction and revisiting willingness of Kaohsiung Ruifeng night market. Purposive sampling was applied for the survey. 318 valid samples have been collected. Results have shown that destination image, tourism attraction and recreation involvement all have positive significant influence on satisfaction; additionally, both destination image and satisfaction have positive significant influence on revisiting willingness. Even though both recreation involvement and tourism attraction have no significant influence on revisiting willingness, both recreation involvement and tourism attraction have complete mediation effect on revisiting willingness via satisfaction. At last, this study provides suggestions for academic purposes and industries.

並列關鍵字

night market ； destination image ； tourism attraction ； recreation involvement ； revisiting willingness

參考文獻

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