建構自助旅遊者旅遊體驗模型之研究

Study on Constructing the Experience Model of Independent Traveler

徐瓊信(Chiung-Hsin Hsu) ； 杜承晏(Cheng-Yen Du)

《休閒觀光與運動健康學報》 3卷1期 (2012/09) Pp. 55-83

https://doi.org/10.29504/JLTSH.201209.0004

摘要

本研究針對新興的自助旅遊型態，探討遊客之旅遊意象、體驗追求、體驗品質、滿意度與行為意圖等要素及其間之關係，作為建構自助旅遊者之旅遊體驗模型。在澎湖四大遊憩區域採用立意抽樣調查，收集612份有效問卷，並以結構方程模式（SEM）分析。研究結果顯示，自助旅遊者之旅遊體驗徑路依序為旅遊意象→體驗追求→體驗品質→滿意度→行為意圖，本研究亦發現體驗品質不僅在體驗追求與滿意度間扮演一個中介的角色，同時驗證體驗追求、體驗品質與滿意度是影響自助旅遊者觀光意象與行為意圖間之重要中介變數。我們建議未來各旅遊景點在規劃自助旅客休閒活動時，應先瞭解其體驗過程所追求的內在知覺，適足以將旅客導向正向的重遊行為模式，並可應用本研究所建立之體驗模型進行分析，以促進觀光產業之發展。

關鍵字

旅遊意象 ； 體驗追求 ； 體驗品質 ； 滿意度 ； 行為意圖

並列摘要

This study aimed to the independent travel as a new style of travel pattern as a case study, and try to explore the elements of relationships among independent travelers' travel image, experience seeking, experience quality, satisfaction and behavioral intentions, as well as to develop and build an experience model of independent traveler. Through the purposive sampling, there were 612 valid questionnaires collected at four main recreation areas in Penghu, Taiwan and Structural Equation Modeling (SEM) was performed. The results showed that the most probably sequence of travel experience for independent traveler is from travel image toward experience seeking, experience quality, satisfaction and behavioral intentions. Furthermore, not only did experience quality play the medium role between experience satisfaction and experience seeking, but also experience seeking, experience quality and satisfaction were validated the intermediated variables of travel image and behavioral intentions in proposed model. Based on this study results, we suggest that planning leisure activities for independent travelers should firstly clarify travelers' experience of what the process they pursuit and their owned internal perception, and have successful leading travelers toward the positive revisiting behavioral, and simultaneous apply this study developed experience model to carry out pilot assessment to facilitate tourism industry prosperity.

並列關鍵字

travel image ； experience seeking ； experience quality ； satisfaction ； behavioral intentions