全域旅遊視角下態度、地方依賴、地方認同與口碑關係研究：以四川宜賓酒文化旅遊為例

Modeling the relationships among attitudes, place dependence, place identity, and WOM in all-for-one tourism: An empirical study of culture tourism for wine at Yibin, Sichuan province

顏財發(Tsai-Fa Yen)

《休閒觀光與運動健康學報》 9卷1期 (2019/02) Pp. 52-69

摘要

全域旅遊是一種新概念，以旅遊業為核心，對特定區域資源進行整合與協同發展。然而，既有的研究較少從居民觀點探討他們的態度、地方依賴、地方認同以及口碑等變數關係。本研究之目的即為從居民觀點，探討全域旅遊背景下變數的現況與關聯。本研究透過問卷調查取得372份有效樣本，有效樣本比率約92%。研究結果發現，居民知覺的態度、地方依賴以及地方認同皆顯著正向影響其口碑；態度與地方依賴皆顯著正向影響其地方認同；態度顯著正向影響其地方依賴。最後，研究建議在發展酒文化旅遊時，政府應加強酒文化旅遊基礎設施改善；業者應致力於開發符合居民需要的酒文化旅遊產品。

關鍵字

全域旅遊 ； 地方依賴 ； 地方認同 ； 酒文化旅遊

並列摘要

All-for-one tourism is a new aspect which focuses on tourism industry, the integration of the resources and its development in coordination. However, it is rare studied in existed literatures about resident's aspects in their attitudes, place dependence, place identity, and word of mouth. This study explores the relationships among variables under all-for-one tourism based from resident aspects. A total of 372 valid samples were received by questionnaire survey with a response rate 92%. Findings show that of all the resident attitudes, place dependence, and place identity can positively influence their word of mouths; attitudes and place dependence can positively influence place identity; and place dependence can positively influence place identity. Finally, such the infrastructure should be improved was recommend to the local government; new wine cultural products which matching the needs of residents should be designed and developed for the firm when developing all-for-one tourism.

並列關鍵字

All-for-one tourism ； place dependence ； place identity ； culture tourism for wine