旅遊意象與紀念品可回憶性關係之研究

The Relationship between the Tourism Image and the Souvenir of Memorability

楊倩姿(Chien-Tzu Yang) ； 陳正國(Cheng-Kuo Chen) ； 鄭錫欽(His-Chin Cheng)

《休閒事業研究》 10卷1期 (2012/03) Pp. 72-86

https://doi.org/10.6746/LIR.201203_10(1).0006

摘要

紀念品是一種能夠幫助回到過去旅遊記憶的媒介。過往研究對於旅遊意象與紀念品購買行為之探討，業已獲致相當豐碩之成果，然而，在旅遊意象與紀念品之可回憶性價值，迄今未能獲致應有之關注。本研究目的是藉由來澎湖觀光之旅客，探究澎湖之旅遊意象、紀念品屬性偏好、紀念品購買行為與回憶，四個構面之間之關係。建構出澎湖的特色紀念品，強化遊客對當地的旅遊意象進而改變其購買行為增加購買意願。本研究以旅客為研究對象，採用問卷調查法，針對於澎湖各觀光景點發放問卷300份，無效問卷為27份，共獲得有效樣本數273份。研究結果發現，旅遊意象、紀念品屬性偏好、紀念品購買行為、可回憶性呈正向關係。然而，本研究進一步發現其旅遊意象與可回憶性亦呈正向關係。本研究依據結果，針對業者及政府提出相關建議。

關鍵字

旅遊意象 ； 購買行為 ； 紀念品屬性偏好 ； 可回憶性

並列摘要

Souvenirs have been regarded as an important part of tourists, while also meaningful objects. During the tour, souvenirs were collected by people in order to keep memories, which become the best connection to the memories after the tour. The purpose of this study is to analyze what travel motivations influence the attributes of the souvenir product and the store where the souvenir is purchased, and what souvenir attributes and store attributes will influence tourists' purchase intention. The present study attempts to investigate the relationships among four variables: tourism Image, Souvenir attribute preference, purchasing behavior, memorability taking travelers as participants. The study applies survey method and distributes 300 questionnaires to the travelers who have almost finished the trip in Penghu, a total of 273 usable questionnaires were achieved. The results showed that the Tourism Image has significant positive influence in Souvenir attribute preference; the Souvenir attribute preference has significant positive influence in purchasing behavior and purchasing behavior significant positive influence in memorability. On the side, the Tourism Image has significant positive influence in memorability; the memory was the most important dimensions of the souvenir attributes. Managerial implications and future research directions are also proposed in this study.

並列關鍵字

Tourism Image ； Souvenir attribute preference ； purchasing behavior ； memorability