遊客旅遊意象、體驗與行為意圖關係之研究─以古坑旅遊地區為例

A Study on Relationship among Tourism Image, Tourism Experience and Behavioral Intentions-A Case Study of Gukeng Tourist Area

李莊珮(Chai-Pei Lee) ； 莊茹倩(Ju-Chien Chuang) ； 鍾志強(Chih-Chiang Chung)

《休閒運動期刊》 9期 (2010/07) Pp. 47-59

https://doi.org/10.29909/IWCMAT.201007.0007

摘要

近年來全台各鄉鎮地方結合在地特色、節慶、美食等開發為旅遊景點，使得台灣旅遊市場日益在擴張，然而旅遊產業生態是不斷受大環境影響而不斷在改變中，旅遊地該如何找到自己的地位與生存利基點，以能長久永續發展，理應值得關切。本研究針對古坑地區遊客旅遊變項進行探討，採用立意抽樣進行問卷調查，共發出150份問卷，回收有效問卷138份。目的在探討遊客旅遊意象與體驗對行為意圖之影響關係，以及分析遊客在旅遊過程中對古坑的意象認知與所體驗的感受度。本研究利用描述性統計、探索性因素分析、信效度分析、相關分析與多元迴歸分析為統計方法。在迴歸模式中，結果顯示旅遊意象構面中「品質意象」，以及旅遊體驗構面中「學習新知」最能預測遊客的行為意圖，顯示旅遊地若能提升整體品質意象與提高遊客學習體驗的感受，方能提升遊客良好的行為意圖。另外研究結果顯示，旅遊體驗各構面中之「身心釋放」構面最受到遊客肯定，「學習新知」構面之平均數較低，顯示出古坑地區的明媚風光與秀麗環境帶給遊客身心上較美好的體驗感覺，相對地提供給遊客學習新知識的軟硬體較為少，有待改進之處。本研究將以此結果進行遊客行為分析、希冀藉由提出管理意涵致相關單位在未來經營管理上之參考。

關鍵字

休閒旅遊 ； 意象認知 ； 體驗感受 ； 線性迴歸

並列摘要

In recent years, The combination of rural areas in Taiwan in land features, festivals, food and other development as tourist attractions, making Taiwan's rapidly expanding tourism market, however, eco-tourism industry is constantly affected by the greater environment constantly changing, tourism in the position to find their own and survival niche in order to be able to long-term sustainable development, should be cause for concern. In this study, aisle areas to explore tourist tourism variables, using purposive sampling survey, a total of 150 questionnaires sent, 138 valid questionnaires. The purpose of image and experience of tourists travel to the relationship between behavioral intentions, and the tourists on the aisle in the tourism image of the process of cognition and feelings experienced by degrees.In this study, descriptive statistics, exploratory factor analysis, reliability and validity analysis, correlation analysis and multiple regression analysis for the statistical methods. In the regression model, the results show that organizations face in the tourism image ”quality image”, and the tourist experience dimensions of ”dialectical knowledge,” visitors can predict the behavior intention, show that if we improve the overall quality tourism destination and learning experience for visitors experience will be upgrading the tourists a good intention.Another study showed that the dimensions of tourist experience in the ”physical and mental relaxation” is the best by visitors will ”learn new knowledge” dimension in the average lower, indicating aisle area and the gorge.ous scenery and beautiful environment for visitors to bring physical and mental a better experience on the sense of relative available to visitors to learn new software and hardware knowledge, the more little to be desired. In this study, the results of this analysis of tourist behavior, hoping to make the management implication caused by the relevant units in the future management and operation of the reference.

並列關鍵字

Leisure travel ； Imagery cognition ； Experience feelings ； Linear regression