自助旅行者目的地意象、沉浸體驗對真實快樂之影響

The Impact of the Destination Image and Flow Experience on Happiness for Self-Service Traveler

許吉越(Chi-Yueh Hsu) ； 陳進財(Chin-Tsai Chen) ； 林杏麗(Hsing-Lee Lin)

《休閒事業研究》 17卷3期 (2019/09) Pp. 34-43

https://doi.org/10.6746/LIR.201909_17(3).0004

摘要

本研究主要以臺灣地區自助旅行者為研究對象，探討目的地意象、沉浸體驗與真實快樂等變數之因果關係，並瞭解不同背景變項之自助旅行者在目的地意象、沉浸體驗與真實快樂之差異情形。研究採用網路問卷調查法進行資料的蒐集與分析，研究對象為全臺之自助旅行者以滾雪球方式抽取樣本。資料回收共312份正式問卷，回收有效樣本共303份，有效回收率為89.92%。所得資料經描述性統計、獨立樣本t檢定、單因子變數分析、典型相關分析、多元逐步迴歸分析等方法進行資料分析，結果顯示自助旅行者的目的地意象與沉浸體驗之間有正向相關存在，顯示自助旅行者目的地吸引力愈高時則沉浸體驗的程度愈高；自助旅行者目的地意象、沉浸體驗能有效預測真實快樂。

關鍵字

目的地意象 ； 沉浸體驗 ； 自助旅行者

並列摘要

This study is to explore the impact of the destination image and flow experience of self-service traveler on happiness, and understand the relationship between recreational attraction, Flow experience and reality of self-service traveler in different backgrounds. Happy differences between the situation. In this study, data were collected and analyzed using a network questionnaire. The subjects were self-service traveler of Taiwan, and samples were sampled by sampling. A total of 312 formal questionnaires were collected and 304 valid samples were retrieved with an effective rate of 89.92%. Descriptive statistics, independent sample t-test, one-way ANOVA, canonical correlation analysis, multiple stepwise regression analysis And other methods for data analysis, the conclusions summarized as follows correlation analysis and regression method for statistical analysis. The results showed that: Through the typical factor analysis, there is a positive correlation between the destination image and Flow experience, which shows that the higher the attractiveness of destination image, the higher the experience of Flow experience; the self-service traveler Flow experience can effectively predict Happiness.

並列關鍵字

Destination image ； Flow experience ； Self-service traveler