探索台灣民眾赴福建嬉遊暨意向調查研究

本研究旨在探索未曾前往福建省旅遊的臺中民眾，影響旅遊認知、旅遊態度、旅遊意向之因素，分析其現況與影響程度。本研究針對福建省作為旅遊地，研究對象以未曾前往福建省的臺中民眾，並以配額抽樣方式針對臺灣原臺中市之中區、東區、南區、西區、北區、南屯區、西屯區及北屯區等八個地區，進行問卷施測，每一地區發放40份，共計320份，剔除無效問卷後得有效問卷共計268份作為問卷調查之樣本。經敘述性統計、結構方程模式進行驗證。研究結果顯示遊客於旅遊行前對於旅遊景點地區的相關訊息，行前旅遊認知，會直接影響遊客對於旅遊地區景點的旅遊認知越多，其所呈現的情感與意象也會越高。遊客對於旅遊地區景點的態度越正向，其所呈現的旅遊意向也會越高。最後根據研究結果，提出實務之策略及建議，提供相關旅遊休閒等領域作為參考。

關鍵字

旅遊認知；旅遊態度；旅遊意向

並列摘要

The purpose of this study is to explore the factors affecting tourism cognition, tourism attitudes, and tourism intentions in Taiwanese people who have not traveled to Fujian Province, and to analyze their current situation and degree of influence. This study is aimed at Fujian Province as a tourist destination. The research target is Taichung people who have not traveled to Fujian Province. The Quota sampling method are used for eight districts in Taichung, including central district,eastern district,southern district,western district,north district,nanxun district,xiqiao district and beibei district, 40 questionnaires were distributed in each region, and a total of 320 questionnaires were collected, there were 268 valid questionnaires after deleting the invalid questionnaires. Verification is carried out by narrative statistics and structural equation models. The research results show that tourists pre-departure tourism cognition before the trip to the tourist attraction area will directly affect the tourists perception of the tourist attractions in the tourist area, and the higher the emotion and image will be presented. Tourists attitude towards the tourist area will be more positive, and the tourist intentions they present will be higher. Finally, based on the research results, put forward the strategies and suggestions of practice, and provide relevant tourism and leisure fields as a reference.