影視觀光遊客投入、難忘旅遊體驗與行為意圖關係之研究

近年來隨著影視娛樂產業及海外旅遊的成長，刺激全球影視觀光的快速發展，影視觀光研究議題逐漸受到重視。本研究目的在探討影視觀光之遊客投入、難忘旅遊體驗與行為意圖之關係，以及探討難忘旅遊體驗在遊客投入和行為意圖之間關係的中介角色。本研究針對前往韓國進行影視觀光之遊客發放問卷，共回收424份有效問卷，樣本回收後採用結構方程模型進行資料驗證。研究結果發現遊客投入與難忘旅遊體驗及行為意圖之間呈現正向相關，難忘旅遊體驗與遊客行為意圖之間亦呈正向相關。此外，難忘旅遊體驗在遊客投入與行為意圖之間關係存在中介效果。本研究結果可以擴充影視觀光遊客行為之知識，在實務貢獻方面，本研究之建議亦有助於旅遊目的地管理者研擬行銷與經營策略以提升經營績效。

關鍵字

影視觀光；遊客投入；難忘旅遊體驗；行為意圖

並列摘要

In recent years, the growth of the film and television entertainment industry and overseas tourism has stimulated the rapid development of global film tourism, further highlighting the need for research topics on film tourism. The purpose of this study is to investigate the relationships between tourist engagement, memorable tourism experience, and behavioral intentions in film tourism, and examine the mediating role of memorable tourism experience in the relationship between tourist engagement and behavioral intentions. This study distributed survey questionnaires to tourists who went on trips to Korea for film tourism. A total of 424 effective questionnaires were recovered, and the structural equation modeling was adopted to verify the data. The results of this study found that tourist engagement and memorable tourism experience are positively correlated to behavioral intentions, and memorable tourism experience is also positively correlated to behavioral intentions. Besides, a memorable tourism experience plays a mediating role between tourist engagement and behavioral intention. The results of this study can expand the knowledge of the behaviors of tourists on film tourism. In terms of practical contributions, the recommendations of this study will also help destination managers to develop marketing and business strategies to improve business performance.

並列關鍵字

film-induced tourism ； tourist engagement ； memorable tourism experience ； behavioral intentions

參考文獻

Williams, P., & Soutar, G. N. (2009). Value, satisfaction and behavioral intentions in an adventure tourism context. Annals of Tourism Research, 36(3), 413-438. doi: 10.1016/j.annals.2009.02.002

Woodside, A. G., & Lysonski, S. (1989). A general model of traveler destination choice. Journal of Travel Research, 27(4), 8-14. doi: 10.1177/004728758902700402

中文文獻