旅遊動機、目的地形象與遊客滿意度－以花蓮海洋公園為例

Relationships among travel motivation, destination image and tourist satisfaction-A study of Farglory Ocean Park, Hualien

張文榮(Wen-Jung Chang) ； 鐘鈺鈞(Yu-Chun Chung) ； 黃任億(Ren-Yi Huang) ； 殷育士(Yu-Shin Yin)

《休閒事業研究》 15卷3期 (2017/09) Pp. 50-66

https://doi.org/10.6746/LIR.201709_15(3).0004

摘要

對多數人而言，休閒娛樂已成為生活的一部份。有鑑於消費者行為的核心精神(動機-認知-行為)已從傳統商品行銷轉移到目的地行銷。因此，本研究擬以花蓮遠雄海洋公園遊客為例，探究旅遊動機、目的地形象與遊客滿意度之關聯性。在486份有效樣本之下，實證結果顯示：目的地形象在旅遊動機與遊客滿意度之間扮演著完全中介的角色。同時也發現休閒涉入在本研究模型中有顯著差異。換言之，高休閒涉入的遊客是要比低休閒涉入的遊客在其遊憩過程中具有較佳的行為表現。本研究也提供討論與建議。

關鍵字

驅動力 ； 消費者認知 ； 消費者行為 ； 休閒涉入 ； 主題樂園

並列摘要

To most of us, leisure and entertainment have become part of our living life. The essence of consumer behavior, motivation-cognition-behavior, has transferred from the traditional product marketing to the present destination marketing. Therefore, this study aims to explore the relationships among travel motivation, destination image and tourist satisfaction. Based on 486 valid samples, empirical finding showed that destination image acts as a complete mediator in the relationship between travel motivation and tourist satisfaction. At the same time, leisure involvement would have significant differences in our measure model. In short, a tourist with higher leisure involvement would act better performance than one with lower leisure involvement. Finally, this paper concluded with some discussions and suggestions.

並列關鍵字

Driver ； Consumer's cognition ； Consumer behavior ； Leisure involvement ； Theme park