自助旅行者目的地意象、沉浸體驗對真實快樂之影響

本研究主要以臺灣地區自助旅行者為研究對象，探討目的地意象、沉浸體驗與真實快樂等變數之因果關係，並瞭解不同背景變項之自助旅行者在目的地意象、沉浸體驗與真實快樂之差異情形。本研究採用網路問卷調查法進行資料的蒐集與分析，研究對象為全臺之自助旅行者以滾雪球方式抽取樣本。資料回收共312份正式問卷，回收有效樣本共303份，有效回收率為89.92%。所得資料經描述性統計、獨立樣本t檢定、單因子變數分析、典型相關分析、多元逐步迴歸分析等方法進行資料分析，結果顯示自助旅行者之目的地意象、沉浸體驗及真實快樂、不同個人背景變項在不同年齡、旅行次數及是否有旅行經驗系列變項上皆有差異。顯示目的地意象、沉浸體驗及真實快樂會因為自主旅行者背景不同而有所差異。透過典型因素分析顯示，自主旅行者的目的地意象與沉浸體驗之間有正向相關存在，顯示自助旅行者目的地吸引力愈高時則沉浸體驗的程度愈高；自助旅行者目的地意象、沉浸體驗能有效預測真實快樂。

關鍵字

目的地意象；沉浸體驗；自助旅行者

並列摘要

This study is to explore the impact of the destination image and flow experience of self-service traveler on happiness, and understand the relationship between recreational attraction, Flow experience and reality of self-service traveler in different backgrounds. Happy differences between the situation. In this study, data were collected and analyzed using a network questionnaire. The subjects were self-service traveler of Taiwan, and samples were sampled by sampling. A total of 312 formal questionnaires were collected and 304 valid samples were retrieved with an effective rate of 89.92%. Descriptive statistics, independent sample t-test, one-way ANOVA, canonical correlation analysis, multiple stepwise regression analysis And other methods for data analysis, the conclusions summarized as follows correlation analysis and regression method for statistical analysis. The results showed that: different personal background variables in different age,sex were significantly different. Indications of recreational appeal, destination image, and true happiness vary according to the traveler background. Through the typical factor analysis, there is a positive correlation between the destination image and Flow experience, which shows that the higher the attractiveness of destination image, the higher the experience of Flow experience; the self-service traveler Flow experience can effectively predict Happiness.