海洋運動觀光客知覺價值、流暢體驗與口碑關係之探討

Modeling The Perceived Value, Flow Experience, and Word-of-Mouth to Marine Sport Tourists

林淑芬(Sufen Lin) ； 巫昌陽(Chanyang Wu) ； 顏財發(Tsaifa Yen)

《休閒事業研究》 17卷1期 (2019/03) Pp. 14-24

https://doi.org/10.6746/LIR.201903_17(1).0002

摘要

本研究將探討其知覺價值、流暢體驗對口碑間之關係。制定了模式建構並進行了驗證，運用SPSS、AMOS結構方程式檢驗變數之間的關係，以檢驗大鵬灣國家風區觀光客各個變數之間的相關性。本研究以便利抽樣法調查，在大鵬灣國家風景區，共收集了318份有效問卷。調查結果顯示，知覺價值、流暢體驗顯著影響了口碑。此外，觀光客的知覺價值、流暢體驗，對口碑皆顯著正相關影響。因此，相關單位、業者應優先考慮加強提供使觀光客感知有價值、流暢體驗的海洋運動觀光，進而提高觀光客給予更高、正面的口碑推薦。

關鍵字

海洋運動觀光 ； 知覺價值 ； 流暢體驗 ； 口碑

並列摘要

This study was aimed at investigating the relations within tourists perceived values, flow experience and word-of-mouth. A conceptual model was formulated and empirically tested. SPSS and Structural equation modeling (SEM) was employed to analyze the Dapeng Bay National Scenic Area to tourists and examine the correlation between the different variables. A convenience sampling method was employed for the study and a total of 318 questionnaires collected. Findings indicated that perceived values and flow experience significantly affected word-of-mouth. Further, perceived values were significantly and positively related to flow experience, and word-of-mouth. Therefore, valuable and experienced activities to marine sport tourism should be designed and offered by related firms. And consequently positive word-of-mouth and recommendations could be presented by the tourists.

並列關鍵字

Perceived value ； Flow experience ； Word-of-mouth ； Marine sport tourism