本研究主要目在探討西拉雅國家風景區之遊客體驗、旅遊意象與重遊意願之影響及相關性,透過問卷調查有效樣本數386 份。根據所得資料以描述性統計分析、信度分析、單因子變異數分析及結構方程模型等統計方法進行實證分析,研究結果發現: 1. 到西拉雅國家風景區從事旅遊活動者以年輕人、未婚、女性、中收入以下、高學歷、服務業及中部地區的遊客居多。 2. 遊客體驗以情感體驗中的「景緻文物引發心情放鬆」最高;旅遊意象以價格意象「個人平均旅遊花費價格合理」最高。 3. 西拉雅國家風景區的不同遊客人口統計變數對遊客體驗及旅遊意象存在顯著差異。 4. 遊客體驗對旅遊意象具有正向顯著影響,表示遊客體驗之認同度越高,則其所產生的旅遊意象愈佳。 5. 遊客體驗對重遊意願具有正向顯著影響,表示遊客體驗之認同度越高,則其重遊意願愈高。 6. 旅遊意象對重遊意願具有正向顯著影響,表示遊客的旅遊意象認同度愈高,則其重遊意願愈高。 7. 遊客體驗對重遊意願的直接效果 < 其間接效果(即遊客體驗透過旅遊意象間接影響重遊意願的效果),由此可推論旅遊意象具有部分中介之效果。
The purpose of this research is to investigate the relationship among the tourist experience, the tourism image, revisiting willingness of the Siraya National Scenic Area. The total number of valid samples obtained for assessment was 386. The tools used for data analysis are descriptive statistics analysis, reliability analysis, one-way analysis of variance, and structural equation modeling (SEM). The results of this research are as following: 1. In terms of the demographic attributes, the major tourists who visited the Siraya National Scenic Area are young, unmarried, females, middle income, high education, working in the service industry and from central Taiwan. 2. For the tourist experience, the feeling that most tourist have was relaxation evoked from seeing the beautiful scenery and ancient buildings. For the tourist image, popularity image ranked the highest and the image of reasonable price. 3. There is a significant difference between demographic variables and tourist experience and tourist image. 4. Tourist experience positively affects tourism image. 5. Tourist experience positively affects revisiting willingness. 6. Tourism image positively affects revisiting willingness. 7. The effect of tourist experience breaks though the tourist image indirect influence the revisiting willingness upon the immediate effect of tourist experience with revisiting willingness. So we can draw from these facts have mediation effect of the tourist image.
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