遊客旅遊動機與觀光吸引力對旅遊目的地選擇決策影響之研究─以三峽老街及鶯歌老街為例

The Study on Affection of Tourist’s Motivation and Tourism Attraction to Travel Destination Choice- Cases of Sanhsia and Yingge Old Streets

陳嘉雯(Jia-Wen Chen)

指導教授 ： 蔡龍銘 ； 劉子利

國立屏東科技大學/管理學院/景觀暨遊憩管理研究所/碩士(2007年)

https://doi.org/10.6346/NPUST.2007.00015

摘要

在台灣，由於地狹人稠，鄰近地區常常會有性質相似的旅遊景點聚集，當遊客計畫至一旅遊景點從事觀光休閒活動時，其會如何從眾多相似性高的旅遊景點中，尋找符合其需求的最終的旅遊目的地，是值得大家探討之問題。本研究以觀光吸引力及旅遊動機來探討其對遊客目的地選擇決策的影響，同時藉由觀光吸引力及旅遊動機，來了解遊客選擇到老街的主要因素，以作為將來三峽老街及鶯歌老街觀光發展規劃與管理之參考。
本研究抽樣對象以個別旅遊之遊客，正式問卷調查於九十六年七月二十四日至七月三十一日實施抽樣調查，以便利抽樣方式，共抽取427份有效問卷。本研究資料分析方式採用描述性統計、集群分析、因素分析、單因子變異數分析、t 檢定、觀光吸引力指標、重要表現程度分析法、羅吉斯迴歸模式進行統計分析，研究結果如下：
遊客最主要的旅遊動機因素依序是「體驗懷舊氣氛」、「增廣見聞瞭解新事物」、「增加家庭情感及生活樂趣」，最不重要的因素「追求自我獨處感覺」，次低為「採購商品」。
不同旅遊動機遊客對老街觀光吸引力有顯著差異:「高度旅遊動機群組」與「中度旅遊動機群組」在C象限有差異者為「人潮多氣氛熱鬧」；「低度旅遊動機群組」在C象限有差異則為「本地特殊節慶或活動」。「高度旅遊動機群組」與「中度旅遊動機群組」在D象限有差異者為「本地特殊節慶或活動」。
「品嚐美食」、「採購商品」、「欣賞名勝古蹟」此三旅遊動機變項可以有效判別遊客選擇前往哪一老街，其整體判別正確率分別為72.8％；「老街建築具有特色」、「具有特殊民俗文化」、「到此處交通便利」、「本地特殊節慶活動」四個觀光吸引力變項可以有效判別遊客選擇前往哪一老街，其整體判別正確率為66.5％。

關鍵字

旅遊動機 ； 觀光吸引力 ； 旅遊目的地選擇

並列摘要

There are many similar sightseeing spots here in Taiwan, for the sake of densely populated and narrow space. When tourists participate the leisure activities to those similar sightseeing spots, how do they choose the suitable ones as their final destinations? This is an issue worthy to explore.
The purpose of this study is to investigate the affections of tourist motivation and tourism attraction on their destination choices. Meanwhile, in this study, the factors of the tourism attraction and the tourist motivation were tested wether they have affection on tourists choice to the old streets or not. The results could be a reference to the development and the management of tourism activities in Sanshia and Yingge old streets.The samples were collected through purposive sampling. An on-site survey was conducted between the 24th-31th, July in the 2007.
It took judgmental sampling to obtain 427 sound questionnaires. The results were analyzed by descriptive statistics analysis, clustering analysis, factor analysis, ANOVA, t-test, logistic regression model, importance- performance analysis, and tourism attractiveness index. Main findings are listed as following:
Tourists motivations such as, “experiencing reminiscent atmosphere”, “gaining knowledge and learning new things”, and “family intimating and enjoying together” were important. The motivations such as “stay alone” and “shopping” were not important.
Groups of tourists of different motivation have significant difference on old streets attraction: “high motivation group”and“middle motivation group” are different with others on “lots of people and cheerful atmosphere” in C quadrant. The “low motivation group” is different with others on “local special festivals and activities” in C quadrant. The “high motivation group” and “middle motivation group” are different with others on “local special festivals and activities” in D quadrant.
The three motivations namely, “tasting delicious food”, “shopping”, and “appreciating historic spots” had some affection on tourist destination choice. The accuracy rate reached 72.8 percents. In addition, four tourism attractions including: “characteristic architecture”, “special folklore”, “convenient traffic” and “special festival activities” had some affection on tourist destination choice. The accuracy rate reached 66.5 percents

並列關鍵字

tourist motivation ； tourism attraction ； travel destination choice

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