宗教旅遊地遊客的宗教涉入與共同創造行為對難忘的旅遊體驗之影響：以真實性為中介變項

The Impact of Religious Involvement and Co-creation Behavior on the Memorable Tourism Experience of Tourists in Religious Tourism Destinations: Authenticity as the Mediator

張雷鳴(Lei-Ming Zhang)

指導教授 ： 趙仁方

義守大學/管理學院/管理碩博士班/碩士(2020年)

摘要

近年來如何使遊客更好的產生難忘的旅遊體驗，在旅遊產業領域中是一個受關注的話題。本研究旨在探討宗教旅遊地遊客的宗教涉入與共同創造行為對難忘的旅遊體驗之影響，以及瞭解真實性在宗教涉入、共同創造行爲與難忘的旅遊體驗之間所扮演的中介角色。為了探討這議題，本研究以中國大陸廣東惠州羅浮山為研究對象，透過結構方程模型的分析方法，釐清宗教涉入、共同創造行爲、真實性和難忘的旅遊體驗的關係，採用問卷調查法進行資料收集，共計回收597份有效問卷。本研究得出，真實性對難忘的旅遊體驗具正向影響的顯著，且由真實性具宗教涉入及共同創造行為與難忘的旅遊體驗產生完全中介的效果，便可以得知真實性在此研究架構的重要性。而宗教涉入對難忘的旅遊體驗有正項顯著影響不成立，共同創造行為對難忘的旅遊體驗的直接影響效果不存在。宗教涉入及共同創造行為要對難忘的旅遊體驗有正向顯著的影響，必須要透過真實性的中介角色，羅浮山遊客的宗教涉入及共同創造行為才會間接影響難忘的旅遊體驗。因此，羅浮山應加強宗教涉入的程度，並幫助遊客進行共同創造行為，進而加強羅浮山遊客對真實性的意識，才能積極影響了難忘的旅遊體驗。

關鍵字

宗教涉入 ； 共同創造行爲 ； 真實性 ； 難忘的旅遊體驗 ； 結構方程模型

並列摘要

In recent years, how to ensure a memorable tourism experiences for tourists is an important topic in the tourism industry. The purpose of this study is to discuss the influence of religious involvement and co-creation behavior on the memorable tourism experiences, and to understand the mediating role of authenticity between religious involvement, co-creation behavior and memorable tourism experiences. In order to discuss this topic, this study took Mountain Luofu, Huizhou, Guangdong, China as the research object, through the Structural Equation Model analysis method, understand the relationship between religious involvement, co-creation behavior, authenticity and memorable tourism experiences, using questionnaire survey method, collected data from 597 valid questionnaires. In this study, it is concluded that authenticity has a positive effect on the memorable tourism experiences, and that authenticity can be found to be important in this research framework by the effect of authenticity as intermediary variable between religious involvement, co-creation behavior to memorable tourism experiences. Also religious involvement doesn’t have a positive effect on memorable tourism experiences, and direct effect of co-creation behavior on memorable tourism experiences does not exist. If the religious involvement and co-creation behavior have a positive and significant impact on the memorable tourism experiences, authenticity must play the mediating role, and the religious involvement and co-creation behavior of the tourist of Mountain Luofu can influence the memorable tourism experiences. Therefore, the Mountain Luofu should enhance the degree of religious involvement and help tourist to perform co-creation behavior, hence improve the tourists' awareness of authenticity, in order to affect memorable tourism experiences of tourism.

並列關鍵字

Religious involvement ； co-creation behavior ； authenticity ； memorable tourism experiences ； SEM

參考文獻

中文部分

李顏 (2019)。羅浮山國家級風景名勝區探險旅遊產品開發研究。中國市場，24，13-16。

陳國飛 (2016)。從仙山到“粵岳”:嶺南文化版圖中的羅浮山。廣西師範大學碩士論文，未出版，桂林市。

英文部分

Ahn, J., Lee, C. K., Back, K. J. & Schmitt, A. (2019). Brand experiential value for creating integrated resort customers’ co-creation behavior. International Journal of Hospitality Management, 81, 104-112.