初次與重遊襲產遊客旅遊區意象、知覺品質與重遊行爲意圖關係比較－以金瓜石九份地區爲例

A Comparison of First-Time and Repeat Heritage Tourists' Destination Images, Perceived Quality and Revisiting Behavioral Intentions: The Case of Chiufen-Jinguashin Destination

林宗賢(Chung-Hsien Lin) ； 李安娜(An-Na Li)

《休閒產業管理學刊》 4卷1期 (2011/04) Pp. 1-20

https://doi.org/10.6213/JLRIM.2011.4(1)1

摘要

過去研究指出初次與重遊遊客的旅遊區體驗不同，然鮮少研究從認知的觀點來了解初次與重遊遊客旅遊決策模式的差異，本研究的目的爲比較初次與重遊遊客旅遊區意象、知覺品質與重遊行爲意圖間關係所組成的研究模式差異。以金瓜石九份地區爲研究基地，經遊客自填式問卷調查獲得409位有效樣本，分析結果顯示初次遊客重遊行爲意圖的形成主要來自旅遊區意象，而重遊遊客的重遊行爲意圖主要受到知覺品質所影響。研究結論爲初遊遊客重視探索旅遊環境氛圍，而重遊遊客較在意旅遊區的利益評價，據此，建議襲產旅遊區經營者可針對初次與重遊遊客規劃不同的行銷產品組合。

關鍵字

初次／重遊 ； 重遊行爲意圖 ； 旅遊區意象 ； 知覺品質

並列摘要

Previous research on first-time and repeat tourists' destination choices has indicated their experiences with a destination are quite different, however, few studies from the cognitive perspective on tourists' destination choices further explore whether or not a proposed model integrating with destination image and perceived quality as the antecedents of revisiting intentions equally fits the first-time and repeat heritage tourists or not. In this study a total of 409 on-site usable questionnaires are collected regarding tourists' visitations to Jinguashi and Jiufen heritage destinations. The results indicate that first timers' revisiting intentions are influenced by destination image; however, repeaters' revisiting intentions are primarily impacted by perceived quality. The findings suggest that first timers focus on the exploration of a destination, but repeaters emphasize the benefits of a destination. Practically, different promotional campaigns directing to first-timer and repeat tourists with their perceptions are needed.

並列關鍵字

First-time/repeat ； Revisiting intention ； Destination image ； Perceived quality

參考文獻

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