花東縱谷自行車遊客旅遊意象之研究

The Tourism Image of Bike Visitors at East Rift Valley

洪煌佳(Huang-Chia Hung) ； 林慧敏(Hui-Min Lin)

《休閒運動健康評論》 5卷1期 (2013/12) Pp. 17-39

摘要

過去研究大多探討旅遊經驗經由旅遊意象，對再遊意願的影響；很少探討再遊意願，透過旅遊經驗對旅遊意象影響的研究。本研究旨在探討花東縱谷自行車遊客的縱谷再遊意願、縱谷旅遊經驗，對服務品質與生態景觀兩項旅遊意象影響的因果機制。此研究蒐集了285份有效自行車遊客問卷，經迴歸統計分析後發現：1.高中教育程度遊客的服務品質意象顯著較大學教育高。2.收入越高遊客其生態景觀意象也越高；有縱谷再遊意願者的生態景觀意象，顯著高於無縱谷再遊意願者；有縱谷旅遊經驗者的生態景觀意象，顯著高於無縱谷旅遊經驗者。3.本研究並證實花東縱谷自行車遊客的縱谷再遊意願，會透過縱谷旅遊經驗為中介，對生態景觀意象產生正向影響。並根據研究發現，提供有關單位在觀光遊程規劃上的建議。

關鍵字

花東縱谷 ； 自行車遊客 ； 再遊意願 ； 旅遊經驗 ； 旅遊意象

並列摘要

Research usually used to analyze traveling image effects which influenced revisiting willingness of traveling experience. It was seldom to analyze revisiting willingness influenced by traveling experience. The study is to find causes and effects of service quality and eco-landscape about bicycle tourists at East Rift Valley. This study aequired 285 valid questionnaires from bicycle tourists. The data was analyzing by regression analysis. The results are as following: 1. Tourists of high school degree at East Rift Valley had the higher score of quality of service and of tourism image than tourists with bachelor's degree. 2. The valley-traveling-experienced tourists with higher income had better ecological scenery of tourism image. 3. The study proves that revisiting willingness of bicycle tourists at East Rift Valley influenced valley traveling experience. Valley traveling experience affects revisiting willingness positively. The study provides agencies with suggestions for traveling arrangements.

並列關鍵字

East Rift Valley ； bicycle visitors ； revisiting willingness ； tourism experience ； tourism image

參考文獻

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