台灣出國遊客之旅遊動機、目的地意象、知覺價值對重遊意願之研究

A Study on Travel Motivation, Destination Image, Perceived Value and Revisiting Willingness of Taiwanese Overseas Tourists

蘇暐玲(WEI-LING SU)

指導教授 ： 柳立偉

朝陽科技大學/管理學院/休閒事業管理系/碩士(2019年)

摘要

本研究旨在探討台灣出國遊客之旅遊動機、目的地意象、知覺價值與重遊意願之影響關係。研究範圍為下龍灣、武陵源風景名勝區、峽灣國家公園、大峽谷國家公園四個景點，並以1年內曾以自費或部分自費方式，且旅遊時已年滿18歲之台灣遊客為研究對象。以隨機抽樣發放問卷346份，得到有效問卷339份，有效問卷回收率為98%。使用描述性統計、偏最小平方法 (PLS-SEM) 進行統計分析。
本研究發現：台灣出國遊客之旅遊動機會正向顯著影響目的地意象與知覺價值，但對重遊意願無顯著影響；目的地意象會正向顯著影響知覺價值與重遊意願；知覺價值會正向顯著影響重遊意願；旅遊動機可經由目的地意象與知覺價值間接影響重遊意願。

關鍵字

旅遊動機 ； 目的地意象 ； 知覺價值 ； 重遊意願 ； PLS-SEM

並列摘要

The purpose of this study is aimed to probe into the relation between travel motivation, destination image, perceived value and revisiting willingness. The areas of research include Halong Bay, Wulingyuan Scenic, Historic Interest Area, Fiordland National Park and Grand Canyon National Park. The respondents were Taiwanese tourists who had traveled the site at their own expense or partly at their own expense within 1 year and were aged 18 or older. The survey samples were selected by using random sampling. The total of 346 questionnaires were distributed and 339 valid questionnaires were returned with a response rate of 98%. After that, the datas were analyzed by descriptive statistics and PLS-SEM.
The results of the study showed that: The travel motivation of Taiwanese overseas tourists positively influence on the destination image and perceived value, but has no significant effect on revisiting willingness. The destination image positively influences the perceived value and revisiting willingness. Whereas, the perceived value positively influences the revisiting willingness. However, the travel motivation had no direct impact on revisiting willingness but indirectly affected by the destination image and perceived value.

並列關鍵字

Travel Motivation ； Destination Image ； Perceived Value ； Revisiting willingness ； PLS-SEM

參考文獻

鄭政宗、李世昌、林國賢（2008）。大陸民眾來台旅遊態度與動機之研究－以廣州市為例。休閒暨觀光產業研究，3（2），22-46。

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