遊客觀光意象、旅遊體驗與行為意圖關係之研究－以新化老街為例

A Study on Relationship among Tourism Image, Tourism Experience and Behavioral Intentions-A Case Study for Sinhua Old Street

江昱仁(Yu-Jen Chiang) ； 李瑋(Wei Lee) ； 吳亮儀(Liang-Yi Wu)

《休閒觀光與運動健康學報》 3卷2期 (2013/03) Pp. 151-173

摘要

近年來，各地方為了促進地方繁榮，改善居民生活，無不卯足全力結合在地資源，積極推動具地方特色的觀光休閒產業。因此，一地區是否具有鮮明意象，帶給遊客深刻的體驗，進而提高遊客重遊意願，是旅遊地觀光發展的重要課題。故本研究以新化老街區為研究地點，旨在瞭解遊客對新化老街區的觀光意象、旅遊體驗、行為意圖及其間關係。本研究以新化老街區之15歲以上遊客為研究對象，採便利抽樣法進行發放問卷500份，回收有效問卷468份。研究工具採用SPSS 12.0 for Window統計應用軟體進行統計分析包括：描述性統計、信度分析、因素分析、皮爾森相關分析及階層迴歸分析等。研究結果發現，1.觀光意象對旅遊體驗有顯著正相關；2.旅遊體驗對行為意圖有顯著正相關；3.觀光意象對行為意圖有顯著正相關；4.觀光意象會透過旅遊體驗來影響行為意圖。本研究建議相關單位加強古蹟建築的維護與行銷，增加正面的意象，使遊客產生良好的旅遊體驗，進而提升遊客的重遊與推薦意願，促進地方繁榮，使居民對地方觀光發展有正向的支持態度，是政府及相關單位在發展觀光規劃管理上需思考的要素。

關鍵字

觀光意象 ； 旅遊體驗 ； 行為意圖

並列摘要

Recently, many local governments tried to make an effort to promote tourism development in order to enhance local prosperity and improve the residents' life. It is known that specific image of a destination can make tourists have deeper experience and promote the visitors to re-visit. Therefore, the purpose of this study aimed to understand the relationship among the tourism image, tourism experience, and behavioral intentions based on the investigation of visitors of Sinhua Old Street area. Total 468 valid questionnaires were collected from 500 distributed questionnaires by convenient sampling method. SPSS 12.0 for Window application software were utilized as tool of statistical analysis including: descriptive statistics, reliability analysis, factor analysis, Pearson correlation analysis and hierarchical regression analysis. The results were as follows: 1.There was a significant correlation between tourism image and tourism experience; 2.There was a significant correlation between tourism experience and behavioral intention; 3.There was a significant correlation between tourism image and behavioral intention; 4.Tourism experience played a mediated role between tourism image and behavioral intention.

並列關鍵字

tourism image ； tourism experience ； behavioral intention