以社會交換理論探討大淡水地區居民和遊客共創價值之研究

Exploring Resident-tourist Value co-creation in Tamsui: A Social Exchange Theory Perspective

陳思佳(S-Jia Chen)

指導教授 ： 牛涵錚

淡江大學/商管學院/管理科學學系企業經營碩士班/碩士(2021年)

https://doi.org/10.6846/TKU.2021.00111

摘要

地方創生的核心概念是為解決人口結構高齡化、城鄉差距及地方生活圈消失等問題，主要的推手在於「人」讓在地居民留鄉推動地方特色，離鄉居民願意返鄉投入地方產業，外地人願意移鄉共創地方的產業，即是地方創生的要務。因此可瞭解到定居人口及關係人口對地方創生的重要性，故本研究即以淡水居民與交流人口-遊客作為主要探討對象，並以社會交換理論、社會認同理論來瞭解居民對淡水的情感上依附及觀光發展認知是如何影響與遊客共創價值之互動，以及遊客經過共創價值的過程後對地方依附、滿意度、忠誠度之影響。
本研究採用問卷調查進行研究，發放845份問卷，回收有效樣本數為838份，有效樣本回收率達99%，經由AMOS進行統計分析，分析結果發現(1)居民的地方依附會影響觀光正面影響認知。(2)居民的觀光正面影響認知會影響共創價值。(3)遊客的共創價值體驗會影響其地方依附及滿意度。(4)遊客的地方依附及滿意度會影響其對地方忠誠度。此結果可得知居民的地方依附及觀光正面影響認知是促成與遊客共創價值的先決條件，而遊客在當地的共創體驗會藉由地方依附及滿意度提高忠誠度。最後本研究結果不但呼應了社會交換理論與社會認同理論的論點，也建議觀光規劃人士可從體驗中增強遊客的地方依附來提升忠誠行為意圖。

關鍵字

地方創生 ； 社會交換理論 ； 社會認同理論 ； 共創價值

並列摘要

The core concept of regional revitalization is to solve problems such as the aging population and urban rural disparities in development and the disappearance of local living circles. The main driving force is "people", getting local residents to stay in their hometowns to promote local characteristics, residents are willing to return to their hometowns to invest in local industries, and non-locals are willing to migrate to create a local industry. which is the important task of regional revitalization. As stated above, it is important that understanding settled population and related population for regional revitalization.Thus we will propose structure model to clarify relationship between Tamsui residents and exchanges population-tourists base on social exchange theory and Social identity theory, and to understand how residents’emotional attachment to Tamsui and their perception of tourism development affect the co-creation value with tourists, and how tourists 's experience co-creation influence on their palce attachment, satisfaction, and loyalty.
This study uses questionnaire surveys. A total of 845 questionnaires were distributed to residents and tourists. Of these 838 were vaild questionnaires were collected. The effective return sample rate reached 99%. In light of the result from AMOS, it can be founded that(1)Residents’ place attachment significantly affect tourism development ‘s positive impacts cognition.(2)Residents's tourism development positive impacts cognition significantly affect co-creation value interaction with tourist.(3)Tourists’s co-creation value experience significantly affect their place attachment and satisfaction.(4) Tourists’s place attachment and satisfaction significantly affect their loyalty. From this result, we can know that the residents' place attachment and the perception of the positive impact of tourism development are the prerequisites for co-creation value with tourists, and tourists’s co-creation value experience with local will increase loyalty through place attachment and satisfaction. Finally, this research provides suggestions on the promotion Regional Revitalization in Tamsui. Finally, the results of this study not only underline social exchange theory and social identity theory, but also suggest that tourism planners can enhance the intention of loyalty behavior by enhancing the tourists 's place attachment in the experience.

並列關鍵字

Regional Revitalization ； Social Exchange Theory ； Social Identity Theory ； Co-creation Value

參考文獻

Ko, D. W., & Stewart, W. P. (2002). A structural equation model of residents’ attitudes for tourism development. Tourism management, 23(5), 521-530.

中文文獻

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