社區觀光中的旅客學習如何影響地方依附與目的地忠誠度－以高美社區為例

Examining How Tourist Learning Impacts on Place Attachment and Destination Loyalty in Community Tourism: A Case of Gao-mei Community

黃鐘慶(Chung-Ching Huang)

《社區永續觀光研究》 3卷2期 (2019/12) Pp. 1-12

https://doi.org/10.6744/SCTS.201912_3(2).0001

摘要

社區觀光是近年來重要的研究與實務議題，過去研究指出，旅客參與社區觀光時會獲得許多學習成果，而地方依附與忠誠度則為社區觀光研究的重要後果變數，故本研究以旅客學習為基礎，探討旅客學習是如何影響地方依附與忠誠度。本研究總共收集到322份有效問卷，分析結果顯示，旅客學習會正向顯著影響地方依賴與地方認同，而地方依賴會正向顯著影響地方認同，最後，地方依賴與地方認同皆正向顯著影響目的地忠誠度。本研究進一步提出相關研究結論與建議，希冀能提供社區觀光業者行銷之參考運用。

關鍵字

旅客學習 ； 地方依附 ； 目的地忠誠度 ； 社區觀光

並列摘要

Community tourism is an important research and practical issue in recent years. Past research indicated that tourists participating community tourism can gain some learning outcomes, and place attachment and destination loyalty are the critical consequences in community tourism research. Therefore, this study examines that how tourist learning impacts on place attachment and destination loyalty. A total of 322 valid samples were collected in this study. The results show that tourist learning has a significantly positive influence on place dependence and place identity. Furthermore, place dependence has a significantly positive influence on place identity. Finally, place dependence and place identity have significantly positive influences on destination loyalty. This study further provides some conclusions and marketing suggestions for community and tourism practitioners.

並列關鍵字

Tourist learning ； Place attachment ； Destination loyalty ； Community tourism