如何使遊客獲得更好的旅遊體驗,是近年來旅遊業領域備受關注的話題。本研究旨在探討遊客的真實性、懷舊情緒、目的地品牌意識、難忘的旅遊體驗、口碑意圖五大因素之間的關係。另外,懷舊情緒、目的地品牌意識在遊客的真實性與難忘的旅遊體驗之間的中介作用也是研究的重點。本研究共收集731份有效問卷,採用結構方程模型(SEM)進行分析。研究結果發現,懷舊情緒和目的地品牌意識在遊客的真實性與難忘的旅遊體驗之間具中介影響。此外,難忘的旅遊體驗也會影響口碑意圖。本研究結果建議,在旅遊管理中,應加強遊客對真實性的感知,以幫助提高遊客的口碑意圖。
In recent years, it has been an issue of concern for tourism industry how to create a unique travel experience for tourists. The purpose of this research was to explore the relationship among five factors. The five factors include tourist authenticity, nostalgic emotion, destination brand awareness, memorable tourism experiences, and word-of-mouth intention. In addition, the mediating role of nostalgic emotion and destination brand awareness on the relationship between tourist authenticity and memorable tourism experiences are examined as well. A total of 731 valid questionnaires were collected and Structural Equation Modeling (SEM) was employed to analyze the data in this study. This study found that nostalgic emotion and destination brand awareness mediated the relationship between tourist authenticity and memorable tourism experiences. Besides, memorable tourism experiences affected word-of-mouth intention. In practice, it is suggested that tourism management organizations should strengthen tourists’ perception of authenticity in order to improve the tourists' word-of-mouth.