中國遊客對台灣的旅遊目的地、地方依戀與感知價值對重遊意願影響之研究

觀光已成為全球最大產業，觀光客流動的頻率愈來愈高。臺灣是近年來中國遊客海外旅遊首選的目的地，中國遊客來臺旅遊呈正向成長趨勢。因此，本研究以有到臺灣旅遊過的遊客為研究對象，探討旅遊目的地意象、地方依戀、感知價值及重遊意願之間的關係是否存在著顯著性的差異。研究方法採用問卷調查法進行資料收集，共計回收450份有效問卷；並以結構方程模型的方法進行問卷分析。研究結果顯示：旅遊目的地意象分別對地方依戀、感知價值有顯著的影響；地方依戀對感知價值也有顯著的影響；地方依戀也對重遊意願有顯著的影響；感知價值對重遊意願亦存在著顯著影響；這顯示遊客對旅遊目的地產生地方依戀後會形成感知價值的感受，且地方依戀跟感知價值都會影響消費者的重遊意願。

關鍵字

旅遊目的地意象；地方依戀；感知價值；重遊意願

並列摘要

Tourism has become the world's largest industry, and the frequency of tourists moving is more and more higher. Taiwan is the preferred destination for Chinese tourists to travel overseas in recent years. Chinese tourists to Taiwan have a positive growth trend. Therefore, this study used the tourists who had traveled to Taiwan as the research object to investigate whether there was a significant difference in the relationship between the image of tourism destination, local attachment, perceived value and revisit intention. The research collected data through a questionnaire survey method. A total of 450 valid questionnaires are collected; and a questionnaire is analyzed using the structural equation model. The results show that the image of tourism destination has a significant impact on local attachment, perceived value ; local attachment also has a significant impact on perceived value; local attachment also has a significant impact on revisiting intention; perceived value is important There is also a significant influence on the willingness to travel; this shows that tourists will have a feeling of perceived value after having a local attachment to a tourist destination, and both local attachment and perceived value will influence the willingness of the consumer to revisit.