遊客對旅遊目的地意象、環境知覺、旅遊體驗與重遊意願之研究－以清境農場爲實證

A Study of Tourist on Destination Image, Environmental Perception, Experiences and Revising Willingness in Chingjing Farm

張孝銘(Hsiao-Ming Chang) ； 張詠誠(Yong-Cheng Chang) ； 徐靖玟(Ching-Wen Hsu)

《休閒產業管理學刊》 1卷3期 (2008/12) Pp. 72-86

https://doi.org/10.6213/JLRIM.2008.1(3)6

摘要

本研究主要目的在於分析休閒農場遊客對旅遊目的地意象、環境知覺、旅遊體驗及重遊意願的關係。本研究採問卷調查方式，以清境農場的遊客爲對象，採便利取樣方式進行，計獲得458份有效問卷。有效問卷經描述性統計、t檢定、相關分析、多元迴歸分析後，本研究發現：1.遊客至清境農場以居住在台中市人數爲最多。2.遊客對旅遊目的地意象、環境知覺、旅遊體驗及重遊意願之間有相關存在。3.「設施與服務佳」、「空間氣氛舒暢」以及「寬敞親子戶外空間」意象，對遊客「重遊意願」具有預測力。4.遊客在農場的「環境知覺」，對「重遊意願」具有預測力。5.遊客在農場的「思考與關聯」體驗以及「情感體驗」，對「重遊意願」具有預測力。根據分析結果，本研究不僅對業者提出經營上之建議，亦對後續研究者提供後續研究方向。

關鍵字

意像 ； 環境知覺 ； 旅遊體驗 ； 重遊意願 ； 旅遊目的地

並列摘要

The purpose of this study was aimed to analyze tourist on destination image, environmental perception, experiences, and revising willingness in Chingjing Farm. The questionnaires were given to tourist in Chingjing Farm, and non-random sampling method is used. 458 effective questionnaires were collected. After Descriptive analysis, t test, correlation analysis, and multiple-regression statistics testing, four results are shown: 1. There are most tourist are come from Taichung City. 2. There are positive relationship between destination image, environmental perception, experiences, and revising willingness in farm tourist. 3. There are powerful predicting destination image variables on tourist revising willingness were good facility and service, comfortable space and atmosphere, and capacious and comfortable space for family members' relationship. 4. There are powerful predicting a variable on tourist revising willingness is environmental perception in farm. 5. There are powerful predicting experience variables on tourist revising willingness were thinking with relate and emotion experience. Based on these findings, the study not only gives some suggestions for leisure and tourism managers in Chingjing Farm, but also supports research orientation for future researchers.

並列關鍵字

Image ； experience ； revising willingness ； tourism destination ； environmental perception

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