女性觀光客對澎湖海域遊憩吸引力、休閒體驗、知覺價值及再遊意願之影響

The Study on the Oceanic Recreation Attraction, Leisure Experiences, Perceived Value and Revisit Intentions on Female Travelers-a Case Study on Penghu

高紹源(Shao-Kuan Kao) ； 胡俊傑(Chun-Chieh Hu) ； 張良漢(Liang-Han Chang)楊宜樺(Yi-Hua Yang)

《休閒事業研究》 10卷3期 (2012/09) Pp. 76-90

https://doi.org/10.6746/LIR.201209_10(3).0005

摘要

本研究旨在建構「女性觀光客對海域遊憩之吸引力、休閒體驗、知覺價值、再遊意願之關係模式」。藉以瞭解女性遊客來澎湖觀光之吸引力、休閒體驗、知覺價值及再遊意願等四個變項之間的因果關係。本研究採問卷調查法，以來澎湖觀光之女性為調查對象，透過立意抽樣法，共獲得有效樣本286份，依研究目的及驗證假設之需以結構方程式模式（Structural Equation Modeling, SEM）的統計技術探討及分析其因果意涵。研究結果發現：一、吸引力對休閒體驗具有正向的影響；二、吸引力對知覺價值具有正向的影響；三、吸引力對再遊意願具有正向的影響；四、休閒體驗對知覺價值具有正向的影響；五、休閒體驗對再遊意願無顯著正向影響；六、知覺價值對再遊意願具有正向的影響。最後，希望本研究結果可提供給休閒相關產業，做為開發女性觀光市場上之經營管理與規劃依據，進而對澎湖整體觀光產業有所助益，並針對後續研究提出建議。

關鍵字

吸引力 ； 休閒體驗 ； 知覺價值 ； 再遊意願 ； 海域遊憩

並列摘要

The aim of this study was to construct a model of attraction, leisure experience and perceived Value and revisit Intentions in order to understand the causal relationships of the four variables among female tourism in Penghu. The survey was conducted by questionnaires. Date was collected from female tourists in Penghu by purposive sampling. 286 valid questionnaires were received in total. Structural equation modeling was used to exam the hypotheses and cause-effect relationships. The results revealed: (1) attraction positively affects leisure experience; (2) attraction positively affects perceived Value; (3) attraction positively affects revisit Intentions; (4) leisure experience positively affects perceived Value; (5) leisure experience isn't positively affects revisit Intentions; (6) perceived Value positively affects revisit Intentions. The results of this research would provide leisure-related industries and Recommendations were female tourism market suggested for activities planning and management. Thus be helpful to the overall tourism industry in Penghu and suggestions were made for future studies.

並列關鍵字

Attraction ； Leisure experience ； Perceived Value ； Revisit Intentions ； Oceanic Recreation