鹿港遊客懷舊、新奇感、知覺價值、滿意度與重遊意願之研究

A Study on the Nostalgia, Novelty, Perceived Value, Satisfaction and Revisit Intention of Visitors to Lukang

鄭裕琦(Yu-Chi Cheng)

指導教授 ： 林永森

共同指導教授 ： 林妏嬪

嶺東科技大學/管理學院/觀光與休閒管理系碩士班/碩士(2017年)

摘要

近年來國民旅遊或到本國旅遊之外國遊客，逐漸對於文化性旅遊景點產生濃厚的興趣，藉由解說導覽遊客能更深入瞭解當地文化底蘊、人文歷史及地方小吃文化。鹿港為台灣重要的文化觀光景點之一，政府或民間業者近年來投入相當多的資源，建構台灣文化旅遊復古與創新的新典範。本研究旨在探討造訪鹿港遊客之懷舊、新奇感、知覺價值、滿意度對重遊意願之關係，以前往鹿港旅遊之遊客為對象，採取便利抽樣方式進行，共發出560份問卷，得到有效問卷542份，以描述性統計、項目統計分析、信度分析、獨立樣本t檢定、單因子變異數分析、相關及路徑分析進行統計分析，經分析後研究結果發現：(一)社經背景及旅遊特性於懷舊、新奇感、知覺價值、滿意度與重遊意願等部分變項有顯著差異；(二)遊客懷舊及新奇感會正向影響其知覺價值及滿意度，進而影響遊客重遊鹿港之意願；（三）遊客知覺價值對正向影響其旅遊滿意度；(四)遊客的知覺價值及滿意度皆會影響短、中、長期重遊意願；(五)遊客的知覺價值及滿意度在整體模式具有中介效果。最後研究結果可供政府及當地業者在未來規劃鹿港觀光發展之參考。

關鍵字

懷舊 ； 新奇感 ； 知覺價值 ； 滿意度 ； 重遊意願

並列摘要

In recent years, both domestic and foreign tourists have shown great interests in visiting cultural tourist attractions in Taiwan. By means of interpretation, tourists can better understand local cultural heritage, humanity history and food cultures. Lukang is one of the important cultural tourism destinations in Taiwan. Government as well as private sectors has put in a considerable amount of resources to construct it as a new model for cultural tourism retro and innovation in Taiwan. The purpose of this study is to explore the relationship between the nostalgia, novelty, perceived value, satisfaction and revisit intension of visitors to Lukang. A total of 560 questionnaires were distributed, and 542 valid questionnaires were obtained. Statistical analysis was carried out, including descriptive analysis, item analysis, reliability analysis, independent-sample t-test, one-way ANOVA, correlation and path analysis. The results showed that: (1) there were differences in visitors’ nostalgia, novelty, perceived value, satisfaction and revisit intention for some socioeconomic and traveling variables; (2) visitors’ nostalgia and novelty had positive influences on their perceived value and satisfaction, and thus affected their revisit intension to Lukang; (3) visitors’ perceived value positively affected their tourism satisfaction; (4) both perceived value and satisfaction of visitors had positive influences on short-term, mid-term, and long-term revisit intentions; (5) visitors’ perceived value and satisfaction had mediating effects in the overall model. The final results could provide government and private sectors some suggestions for future planning of Lukang’s tourism development.

並列關鍵字

Nostalgia ； Novelty ； Value ； Satisfaction ； Revisit Intention

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