觀光遊樂區遊客體驗與新奇追求對滿意度與行為意圖之影響

Effects of Tourist Experience and Novelty Seeking on Satisfaction and Behavioral Intention for Amusement Park

任維廉(Wil-Liam Jen) ； 胡凱傑(Kai-Chieh Hu) ； 王鵬堯(Peng-Yao Wang) ； 林國銘(Kuo-Ming Lin)

《休閒暨觀光產業研究》 3卷2期 (2008/10) Pp. 1-21

https://doi.org/10.6158/JLTIR.200810_3(2).0001

摘要

近年來已有愈來愈多的研究探討遊客行為意圖與體驗行銷之間的關係，大部分的研究結果皆指出：觀光業者如能改善現階段有關體驗行銷不足或缺失之處，就能提高遊客的滿意度、重遊及推薦意圖。然而此確是觀光業者所關注的焦點，但卻未必為遊客本身所在乎。因此，本研究假設遊客尚存有－「探索意圖」，且此探索意圖相較於重遊及推薦意圖，或許更能反映遊客對於旅遊目的地之選擇。進而從遊客的觀點，探討遊客體驗、新奇追求及滿意度對推薦、重遊與探索意圖的影響關係，以國內著名之二處遊樂區實地遊玩之遊客為實證研究對象，並以結構方程模式作為主要分析工具。研究結果顯示：遊客確實存有探索意圖，且遊客不但會因其自身對新奇追求的傾向而產生探索意圖；一次美好的旅遊體驗在提高推薦與重遊意圖的同時，亦將會同時刺激遊客產生探索新事物的意圖。

關鍵字

推薦意圖 ； 重遊意圖 ； 探索意圖

並列摘要

There has been increased attention given in the tourism study to the relationship between consumer behavioral intention and experiential marketing. Most of these empirical studies suggested finally that if the tourism industry could improve the lack or insufficiency of experiential factors which represented unsatisfactory, it would be able to enhance the tourist's satisfaction, intention to return and willingness to recommend the destination. However, it's indeed important to the tourism industry, but perhaps not willingness to recommend, exploratory intention perhaps can explain the destination decision even more. From the point of view of tourist, this study focused on the relationship between the tourist experience, novelty seeking, satisfaction, willingness to recommend, intention to return and exploratory intention. Afterward tourists at two popular amusement parks were investigated and a structural equation model was used for theory testing and development. The results show tourist actual owned the exploratory intention, not only derived from one's level of novelty seeking, but gained from once wonderful tour experience. Despite a wonderful tour experience can increase one's satisfaction and intention to return, it also stimulates people to visit another destination by the same way to fulfill the desire of next tour.

並列關鍵字

willingness to recommend ； intention to return ； exploratory intention

參考文獻

王育英、梁曉鶯譯、Schmitt, B.H.著(2000)。體驗行銷。台北:經典傳訊。

交通部觀光局(2001)。觀光政策白皮書。台北:交通部觀光局。

朱熙廷(2004)。原住民觀光文化園區遊客之新奇追求與旅遊行為之研究(碩士論文)。中國文化大學觀光事業研究所未出版之碩士論文。

吳來靜(2003)。以體驗行銷觀點探討消費者對氣氣之體驗及構成線索(碩士論文)。國立嘉義大學行銷與流通管理研究所未出版之碩士論文。

沈進成、廖若岑、周君妍(2005)。遊客體驗、旅遊意象、滿意度與忠誠度影響關係之研究－以華山咖啡為例。戶外遊憩研究。18(3)，59-79。