真實性體驗對遊客重遊意願之影響-以目的地個性一致性為干擾變數

The impact of experience authenticity on tourists' revisit intention- The destination personality fit as a moderator

曾靜鈞(TINH QUAN TANG)

指導教授 ： 盧昱蓉

中原大學/商學院/國際經營與貿易研究所/碩士(2019年)

https://doi.org/10.6840/cycu201900804

摘要

台灣觀光局於2017年推廣《體驗觀光》，此旅遊主題讓遊客可以從中發現、體驗傳統文化、生活。本研究根據MacCannell (1973)的文獻，進一步探討關於真實性體驗對遊客重遊意願之影響，以及目的地個性一致性為干擾變數。本研究採用便利性抽樣方式，以問卷調查法進行資料收集，共計回收202份有效問卷；並以層級廻歸方法對研究進行假說驗證。
結果顯示，真實性體驗對滿意度有正向影響；真實性體驗對重遊意願有正向影響；滿意度對真實性體驗與重遊意願之間具有調節效果；目的地個性一致性對真實性體驗與滿意度之間具有調節效果；目的地個性一致性對真實性體驗與重遊意願之間具有調節效果；目的地個性一致性對滿意度與重遊意願之間具有調節效果。根據研究結果與探討其管理意涵，提供旅遊業者未來實務上之運用及給予學術界對於後續研究之參考。

關鍵字

真實性體驗 ； 目的地個性一致性 ； 滿意度 ； 重遊意願

並列摘要

The Taiwan Tourism Bureau promotes "Experience Sightseeing" in 2017. This theme allows visitors to discover and experience traditional culture and life. In accordance with MacCannell (1973), this study further explored the impact of authenticity experience on tourists' revisit intention and the destination personality fit as a disruptive variable. Convenience sampling was used, and data obtained from questionnaires. The total number of valid questionnaires was 202 pcs. Hierarchical regression was used to test the hypotheses.
The results revealed the following: Experience authenticity has a positive impact on satisfaction; experience authenticity has a positive impact on revisit intention; satisfaction has a moderating effect on experience authenticity and revisit intention; destination personality fit has a moderating effect on experience authenticity and satisfaction; destination personality fit has a moderating effect on experience authenticity and revisit intention; and the destination personality has a moderating effect on satisfaction and revisit intention. This study has implications for the management of the tourism industry in the future and provides the academic community with a reference for future research.

並列關鍵字

Experience authenticity ； Destination personality fit ； Satisfaction ； Revisit intention

參考文獻

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