古蹟旅遊之地方依附、休閒涉入與滿意度關係之研究－台南市安平古堡遊客為例

A Study on the Relationship of Visitor's Place Attachment, Leisure Involvement and Satisfaction for Heritage Tourism: A Case on AnPing Fort of Tainan City

曾詩馨(Shin-Hsin Tseng) ； 李明聰(Ming-Tsung Lee)

《稻江學報》 4卷2期 (2010/03) Pp. 198-210

https://doi.org/10.7018/JTU.201003.0198

摘要

本研究主旨在探討古蹟旅遊中遊客地方依附與休閒涉入二者間因果關係且是否影響滿意度，研究對象以台南市安平古堡遊客為主，採用便利抽樣法加以調查，取得303份有效問卷。本研究以SPSS12.0及LISREL8.80進行分析描述統計、信度分析、項目分析、獨立樣本t檢定、驗證性因素分析與結構方程式進行檢測。研究結果顯示受訪者以20-29歲單身女性、個人平均月收入30，001-40，000元、學歷以大學、職業是學生、居住地台北縣市、旅遊停留時間61-90分鐘、一年內造訪安平次數為第一次、機車為主要交通工具居多。休閒涉入中「吸引力」與「自我表現」對地方依附與滿意度皆呈現正相關，休閒涉入「中心性」則對地方依附與滿意度皆為負相關。因此，舉辦活動應融入遊客自我表現此特性，藉以增加古蹟旅遊對年輕人吸引力進而提高滿意度。地方依附中「地方認同」與「地方依賴」對滿意度皆為負相關。遊客多數為第一次造訪安平，故難產生地方認同與地方依賴有關。「公眾關係」對服務設施為負相關，「公眾關係」對旅遊滿意度、環境品質滿意度皆為正相關。建議古蹟管理單位，應重視遊客公眾關係情感層面如多舉辦公眾性活動。

關鍵字

古蹟旅遊 ； 地方依附 ； 休閒涉入 ； 滿意度

並列摘要

The subject of this paper is to study the relationship and affection of satisfaction between the place attachment of tourist and leisure involvement of heritage tourism. The object of this study is mainly the tourist of AnPing Fort. A total of 303 effective questionnaires are received. The analysis was conducted by SPSS 12.0 and LISREL 8.80. According to the research purposes and in order to test and verify the hypothesis, the descriptive statistic, reliability analysis, item analysis, independent-samples T-test, exploratory factor analysis, and structural equation modeling to analyze the diversity of the data collected. Tourists of the AnPing Fort are mostly single female, whose age is 20-29, salary is 30001-40000 a month, academic background is Bachelor degree/Graduated degree or a full-time student, living in Taipei City or Taipei County, staying for 61-90 minutes in heritage tourism, visiting AnPing once a year and traveling mostly with scooters. The result appears that involvement of attraction and self-expression specificity influence place attachment and satisfaction. Involvement of centrality negative directly influences place attachment and satisfaction. However, Involvement of centrality has negative correlation with place attachment and satisfaction. Therefore, activities should have the feature of self-expression, in order to enhance the attraction of heritage tourism for youth and raise the satisfaction. Place attachment of place identity and place dependence negative directly influences satisfaction. Most of tourists have not visited AnPing before, so it concerns place identity that they were hard to have place dependence. Place attachment of social bonding negative directly influences facilities, place attachment of social bonding specificity influence traveler satisfaction to trips and the quality of environment. The suggestion for heritage management is to attach importance to the emotion of public relationships between travelers, in order to enhance satisfaction by increasing the attraction of heritage tourism for youngsters.

並列關鍵字

Heritage tourism ； Place attachment ； Leisure involvement ； Satisfaction