遊憩困擾、滿意度與行為意圖之研究：以日月潭國家風景區為例

The relationships among recreation hassles, satisfaction, and behavior intention: A case of Sun-Moon Lake National Scenic Area

林濰榕(Wei-Rong Lin)

《首府休閒學報》 2卷1期 (2016/03) Pp. 95-110

https://doi.org/10.6586/TJLS.2016.2(1)4

摘要

困擾是遊客在旅遊目的地中可能面臨的一項負面體驗。過往研究卻鮮少關注遊客的困擾體驗所可能產生的結果。因此，本研究目的在建立困擾體驗模式，包括困擾及其後果之間的關係。本研究以日月潭國家風景區遊客為例，共收集有效問卷304 份。研究結果顯示，遊客體驗到愈多的困擾會負面影響滿意度及行為意圖(再訪意願、尋求替代及推薦他人)；再者，愈是感到滿意的遊客其行為意圖愈高。最後，本研究亦提出若干管理意涵、研究限制與未來研究方向之建議。

關鍵字

遊憩困擾 ； 滿意度 ； 行為意圖 ； 負面體驗 ； 國家風景區

並列摘要

Hassle experience is an important aspect of visiting travel destination. Yet few studies have considered the potential outcome of hassle experience among visitors in destination. This study seeks to address this by establishing a model of hassle experience in visiting destination that additionally models the relationship between hassles and its outcome. A self-administered questionnaire is designed to collect empirical data from visitors who visit the Sun Moon Lake National Scenic Area in Taiwan. Using a structural equation modeling approach, the findings indicate that hassle experience among visitors has a negative impact on satisfaction and behavior intention (intention to revisit, search for alternatives, and word-of-mouth). Further, satisfaction has a positive impact on behavior intention. Finally, the study discusses management implications, research limits, and proposals for future studies.

並列關鍵字

Recreation hassles ； satisfaction ； behavior intention ； negative experience ； National Scenic Area