觀光活動之遊客知覺創意與知覺酷感研究

本研究指於揭露旅遊地之創意活動之遊客體驗，知覺酷感，回憶性及再遊意圖之間的關係。本研究採用結構方程Smart PLS 2.0，針對406份有效問卷進行分析。研究結果顯示遊客體驗，知覺酷感及回憶性均有助於遊客對旅遊地之再遊意願。此外，本研究同時探討旅遊地環境與遊客本身的創意相關特質對旅遊地的影響力，研究結果發現旅遊地環境及創意活動吸引力在影響旅遊地體意體驗上，扮演著重要的角色，而遊客本身的創意效能則不具影響力。本研究提出了協助觀光廠商如何促發遊客知覺酷感進而提昇遊客之創意體驗之策略。

關鍵字

創意觀光；創意體驗；知覺酷感

並列摘要

The purpose of this study aims to discover the influence of creative activities at tourist destinations through investigating the relationship between tourists’ creative experience, perceived coolness, memorability and revisit intention. This research employs an empirical study by means of the structural equation modeling Smart PLS 2.0 and 406 questionnaires were collected. The results indicate the importance of the tourist creative experience, memorability and perceived coolness and how they lead to an increase in revisit intention. In addition, this study also describes that not only tourist factor such as creative personal identity but also destination factors such as attractiveness of the environment and attractiveness of activity play as important roles in constructing creative experience for tourists. However, one variable called creative self-efficacy has no influence on creative experience. A useful strategy for tourism companies seeking to increasing revisit intention, would be for them to make an effort to increase tourist memorability, and develop tourists’ creative experience which can stimulate tourists’ feeling of “cool”.

並列關鍵字

Creative Tourism ； Creative Experience ； Perceived coolness

參考文獻

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觀光活動之遊客知覺創意與知覺酷感研究

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