創新、體驗與旅遊意象對重遊意願之影響－以光復新村為例

The Influence of Innovativeness, Experiences and Tourist Imagery on the Willingness of Tourists to Revisit-Using Guangfu Village as an Example

陳映宣(YING-XUAN CHEN)

指導教授 ： 林孟璋

朝陽科技大學/管理學院/企業管理系/碩士(2016年)

摘要

隨著國民所得的提高與生活品質日益提升，國內旅遊跟著活絡，國內的觀光景點也越來越多，而在政府積極推動著文化創意產業下，臺中市政府推出「摘星青年、築夢臺中」計畫，在臺中市摘星山莊(潭子區)、光復新村(霧峰區)、審計新村(西區)等地創業，計畫以年輕人最具競爭力的文化創意與電子商務兩大產業為主，使地區增加創新性與體驗，旅客對旅遊意象與重也意願也提高，為了瞭解旅客旅遊意象與重遊意願，本研究以光復新村之遊客為研究對象。
本研究旨在探討創新、體驗與旅遊意象對旅遊意願的影響，研究對象為曾在光復新村旅遊過的旅客，利用方便抽樣法共計發放 330 份問卷，其有效問卷330份，有效問卷回收率約為100%。
採用SPSS21統計軟體進行分析，分析結果發現：(1)光復新村之創新對旅遊意象具有正向顯著影響；(2)光復新村之體驗對旅遊意象具有正向顯著影響；(3)光復新村之創新對重遊意願具有正向顯著影響；(4)光復新村之體驗對重遊意願具有正向顯著影響；(5)光復新村之旅遊意象對重遊意願具有正向顯著影響。

關鍵字

旅遊意象 ； 體驗 ； 創新 ； 重遊意願

並列摘要

As a result of better national income per capita and quality of living, domestic tourism has prospered and the number of tourist attractions has also increased. In line with government promotion of cultural and creative industries, Taichung City Government has launched the “Young Entrepreneurs to Make Dreams Come True in Taichung” project to invite young people to start businesses in Star Villas (Tanzi District), Guangfu Village (Wufong District) and Shenji Village (West District) in Taichung City. The project mainly includes cultural and creative industries and e-commerce in which young people are more competitive. It is hoped that young entrepreneurs can bring innovativeness and new experiences to the region and help improve tourist imagery and willingness to revisit. This study is performed on visitors to Guangfu Village to understand the tourist imagery and willingness to revisit.

This study is intended to examine the influence of innovativeness, experience and tourist imagery on the willingness of tourists to revisit. The objects are people who have visited Guangfu Village. Convenience sampling is adopted and 330 copies of questionnaires are administered. 330 valid copies are retrieved, making the valid survey response rate 100%.

SPSS 21 statistical software is applied to conduct analysis and the results indicate: (1) innovativeness in Guangfu Village has significant positive influence on tourist imagery; (2) experiences in Guangfu Village has significant positive influence on tourist imagery; (3) innovativeness in Guangfu Village has significant positive influence on the willingness of tourists to revisit; (4) experiences in Guangfu Village has significant positive influence on the willingness of tourists to revisit; and (5) tourist imagery for Guangfu Village has significant influence on the willingness of tourists to revisit.

並列關鍵字

tourist imagery ； experiences ； innovation ； willingness to revisit

參考文獻

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