災難主題紀念館遊客之遊憩體驗、地方感與重遊意願－以921地震教育園區為例

本研究主旨在瞭解參觀者到災難主題紀念館的遊憩體驗、地方感與重遊意願的關係，藉以瞭解體驗與地方感的塑造，是否能有效的吸引參觀者再次參觀。本研究採用量化研究取徑，以921地震教育園區遊客為研究對象，本研究主要調查研究期間從2018年1月6日至13日，採問卷調查的方式向320位參觀者進行調查，回收有效樣本數為292份。經過SPSS 22.0版與AMOS 24.0版統計軟體分析，結果與建議如下：一、921地震教育園區以年齡介於29歲至42歲，住在臺中市霧峰以外其他區的女性公教者居多。多數遊客都有到訪經驗，多半與親友同行，並停留約1至3小時居多。二、921地震教育園區遊客的遊憩體驗會直接顯著的影響重遊意願。三、地方感在遊憩體驗與重遊意願間扮演部分中介的角色，且透過地方感所連結的影響力略勝於遊憩體驗對重遊意願的直接影響。建議921地震教育園區可以增加遊憩體驗中的感官元素與地方感的連結，將有助於提昇遊客的重遊意願。

關鍵字

體驗行銷；天然災害；黑暗觀光；負面文化遺產

並列摘要

The aim of this study is to investigate the influences of recreational experience and sense of place on revisiting intention of visitors to a disaster-themed memorial museum. The main study period was from January 6 to January 13, 2018 and a quantitative approach was applied and questionnaires were obtained from 320 visitors to the 921 Earthquake Museum of Taiwan. Among them, 292 were valid. Data analysis was carried out with IBM SPSS 22.0 and AMOS 24.0. The results are as follows: First, most visitors were aged between 29 and 42, female, civil servants and living outside Wufeng District of Taichung City. They visited the park with their relatives or friends and stayed for 1 to 3 hours. Second, recreational experience directly affected revisiting intention. Third, sense of place was a mediating variable between recreational experience and revisiting intention and the indirect influence of sense of place was slightly higher than that of the direct influence of recreational experience on revisiting intention. The results of this study suggested that the 921 Earthquake Museum of Taiwan increase the connections among sensory elements of recreational experience and sense of place to enhance revisiting intention.

並列關鍵字

Experiential marketing ； Natural disaster ； Dark tourism

參考文獻

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災難主題紀念館遊客之遊憩體驗、地方感與重遊意願－以921地震教育園區為例

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