阿里山森林遊樂區遊客旅遊動機、旅遊意象與場所依戀之研究

The Relationship among Travel Motivation, Destination Image and Place Attachment of Alishan Forest Recreation Area Tourists

韋騏(Chi Wei) ； 梁家祜(Joy Chia-Huh Liang)

《運動與遊憩研究》 3卷2期 (2008/12) Pp. 79-107

https://doi.org/10.29423/JSRR.200812_3(2).0005

摘要

本研究以阿里山森林遊樂區遊客爲發放對象，採用便利抽樣與人員現場訪問的方式，共回收318份有效問卷，目的在於了解不同遊客之旅遊動機、旅遊意象與場所依戀之間之關係。研究結果發現(1)不同社經背景之受訪遊客對於阿里山森林遊樂區之旅遊動機、旅遊意象與場所依戀亦不同；(2)受訪遊客旅遊動機與旅遊意象呈正相關；(3)受訪遊客旅遊意象與場所依戀呈正相關，受訪遊客對阿里山森林遊樂區之旅遊意象越高，其場所依戀也越高。本研究最後提出行銷與推廣策略，以做爲阿里山森林遊樂區相關主管單位經營管理之參考建議。

關鍵字

旅遊動機 ； 旅遊意象 ； 場所依戀

並列摘要

This research aims to understand travel motivation, destination image, and place attachment of Alishan Forest Recreation Area tourists. The survey for this research was conducted at Alishan Forest Recreation Area using convenience sampling. A total of 318 valid questionnaires were obtained. Analysis shows various results. (1) Respondents of different social backgrounds have different travel motivation, destination image, and place attachment. (2) Respondent motivation has a positive relation with destination image. (3) Respondents' destination images have a positive relation with place attachment. The research results suggest that high destination images will result in high place attachment. The results of this research are information for Alishan Forest Recreation Area operators to consider in formulating their management strategies.

並列關鍵字

tourism motivation ； destination image ； place attachment

參考文獻

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