東豐綠廊自行車道不同旅遊意象遊客遊憩體驗與行為意向相關性之研究

A Study on the Correlation between Tourist Recreation Experience and Behavioral Intention on Bikeway Traveling Image

宋威穎(Wei-Ying Sung) ； 雷文谷(Wen-Guu Lei)

《休閒事業研究》 7卷3期 (2009/09) Pp. 142-155

https://doi.org/10.6746/LIR.200909_7(3).0009

摘要

觀光旅遊運動和交通運輸發展長久以來一直有著密切的關係，隨著近年來環保議題逐漸發酵及節能減碳運動的盛行，自行車綠色觀光運動已成為台灣戶外遊憩運動的新流行。本研究主要目的是在探討東豐綠廊自行車道不同旅遊意象遊客遊憩體驗與行為意向之關係，以東豐綠廊遊客為對象進行調查，採用便利取樣方式發放問卷，共計發出750份問卷，回收有效問卷共606份，有效問卷回收率為80.1%，經描述性統計、單因子多變量變異數分析、皮爾森積差相關及典型相關分析後發現：1.東豐綠廊遊客可分成「高旅遊意象」及「低旅遊意象」兩種類型遊客，其中，高旅遊意象遊客在旅遊吸引力及旅遊知名度意向認知上均高於低旅遊意象遊客；2.東豐綠廊高旅遊意象遊客不論在遊憩體驗及行為意向上均高於低旅遊意象遊客；3.東豐綠廊高旅遊意象遊客在「實體環境體驗」、「心理體驗」、「自我體驗」體驗及「重遊意願」、「推薦意願」意向上均顯著高於低旅遊意象遊客；4.東豐綠廊遊客不論旅遊意象高低，在實體環境、心理及自我體驗感受越佳者未來的重遊與推薦意願均會越高，根據研究分析結果，本研究不僅對政府相關單位及當地業者提出相關建議，亦針對此議題提出後續研究之建議。

關鍵字

綠色運動 ； 便利取樣 ； 單因子多變量變異數分析 ； 典型相關分析

並列摘要

For a long time the traveling sport of tourism and transport developed has closely relationship. Following the continuous hot debates on sustained development along with the government promotion of energy saving and carbon reduction strategies in recent years, it has made bicycle sightseeing sports to gradually becoming an emerging pronounce in traveling. The aim of this study was to discuss the correlation between tourist recreation experience and behavioral intention on bicycle traveling image, taking tourists at Dong-feng Green Corridor bicycle path as the investigation subjects. The study adopts the quota convenience sampling method to pass out the questionnaires. Out of 750 questionnaires distributed, 606 effective copies were collected. The effective questionnaire recycling rate is 80.1%. After going through descriptive statistical analysis, single-factor multivariate analysis of variance, and Pearson product-moment correlation and canonical correlation analysis, the study has discovered the following findings: 1.The tourists of Dong-feng had divided ”higher traveling image tourists” and ”lower traveling image tourists”, While the image cognition for higher traveling image tourists toward ”traveling popularity” and ”traveling attraction” is greater than lower traveling image tourists. 2. There was a higher feeling in recreational experience and behavioral intention for higher traveling image of tourists that greater than low traveling image of tourists. 3. There was a higher feeling in recreational experience of natural environment, psychological, and oneself and behavioral intention of recommend willingness and revisiting willingness for higher traveling image of tourists that greater than low traveling image of tourists. 4. The greater the experience of natural environment, psychological, and oneself, the more significant the Intention of recommend willingness and revisiting willingness for different traveling image tourists toward bikeway. Finally, this study, which is based on the findings, will offer advice for the government and business as well as advice for the future studies.

並列關鍵字

green sport ； convenience sampling ； One-Way MANOVA ； canonical correlation analysis