遊客對老街形象認知與行為意圖

The Study on Tourists’ Image and Behavior Intention of Historical Street

潘宜鳳(Pan Yi-Feng)

指導教授 ： 林銘昌

亞洲大學/管理學院/休閒與遊憩管理學系碩士班/碩士(2009年)

摘要

老街為結合文化體驗與地方特色為一體的旅遊地點，其特殊的旅遊吸引力，廣為遊客所喜愛，相關政府單位也將其街區重新規劃為觀光區域，重新賦予老街新的旅遊價值。旅遊地形象與遊客之滿意度、行為意圖有著密不可分的關係，許多觀光單位也將旅遊地形象之塑造，列為行銷重點，期望透過提升遊客對旅遊地形象的好感度，進一步增進遊客的滿意度與其正向的行為意圖，因此，本研究旨在探討遊客對老街之形象、滿意度、行為意圖之關係。
本研究採結構式問卷，以赴鹿港老街與安平老街從事旅遊之遊客為研究對象，進性便利抽樣，最後所得有效資料共計366份，資料經描述性統計、信度分析、因素分析、獨立樣本T檢定與單因子變異數分析、成對樣本T檢定、皮爾森相關分析等統計方法分析後，研究結果顯示： (一)遊客對老街的形象認知對滿意度有顯著部份正向影響；(二)遊客對老街的形象認知對行為意圖有顯著部份正向影響；(三)遊客對老街滿意度對行為意圖有顯著正向影響。以上之研究結果期望可以提供未來老街相關單位規劃管理之參考，提升遊客旅遊滿意度及正向的行為意圖。

關鍵字

老街形象 ； 形象 ； 滿意度 ； 行為意圖

並列摘要

Historical streets are scenic spots consolidated with culture experience and local features. Their specific attraction is widely loved by tourists. Relevant government units also re-map these spots as touring areas and re-fill historical streets with novel touring values. Tourists’ touring image, satisfaction and behavior intention are actually closely correlated. Numerous touring organizations also view the plasticity of touring image as a critical point for tourism marketing. It is expected through increasing tourists’ favor to touring image, tourists’ satisfaction and positive behavior intention can be further enhanced. Therefore, this research is aimed to explore the correlation among tourists’ image, satisfaction and behavior intention to historical streets.
This research is operated with structural formula questionnaires focusing on the tourist of Lukang and Angping Historical Streets as our experimental subjects. The random sampling is done in view of operation convenience with totally 366 valid replies received. After the data are operated with descriptive statistical analysis, reliability analysis, factor analysis, paired-sample T-test and Pearson product-moment correlation, research results revealed : (1) Tourists’ image to historical streets cause significantly positive and partial influence on satisfaction. (2) Tourists’ image to historical street cause significantly positive influence and partial on behavior intention. (3) Tourists’ satisfaction to historical streets causes significantly positive influence on behavior intention. It is expected aforesaid research results can provide the reference available for planning and management for historical streets made by relevant units. Therefore, tourists’ satisfaction and positive behavior intention can be enhanced.

並列關鍵字

Historical Street ； Image ； Satisfaction ； Behavior Intention

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