黑暗觀光近年成為全球觀光旅遊專家學者研究熱門議題,前往參觀戰爭暴行、災害受難、紀念哀悼等相關地點人數不斷攀升。臺灣許多地方政府積極規劃與推動戰地觀光,以離島地區金門擁有完善保存戰地景觀與國家公園,而具有其地位與代表性。本研究旨在探討遊客前往戰地觀光景點之旅遊動機、旅遊阻礙與旅遊目的地選擇間之相互影響關係,以及旅遊活動後遊客對於當地滿意度與忠誠度,同時詢問相關旅遊資訊與個人屬性進行深入分析與探討。本研究採量化研究設計,其研究架構為旅遊動機、旅遊阻礙、旅遊目的地選擇、遊客滿意度與遊客忠誠度等五大部分。以金門主要戰地觀光景點為研究範圍,針對遊客進行問卷調查,共計發放400份,回收287份,有效156份。運用SPSS與LISREL等工具軟體進行樣本結構分析、描述性統計量分析、探索性因素分析、差異性分析、相關分析、線性結構分析及迴歸分析,對樣本資料探討與驗證研究假設是否成立。本研究經量化驗證發現:一、屬性不同旅客存在少數差異;二、旅遊動機會正向影響旅遊目的地選擇;三、旅遊阻礙不會干擾旅遊動機與旅遊目的地選擇;四、旅遊目的地選擇會正向影響遊客滿意度;五、遊客滿意度會正向影響遊客忠誠度。希冀本研究結果能提供政府單位、觀光產業與學術理論等領域,進行決策與研擬規劃之參考依據,為後續相關研究盡一份心力,同時促進臺灣觀光及旅遊產業未來發展。
Recently dark tourism has become the most popular area of practice and scholarship around the world. Literature shows that rising numbers of tourists visit various sites of war, atrocity, disaster and mourning. Consequently local governments in Taiwan have begun actively planning and promoting battlefield tourism, especially in the outlying islands of Kinmen, which has perfect preservation of battlefield landscapes and national parks; it displays the typical battlefield. This study aims to explore the relationship among tourist motivation, travel barriers, travel destination choice, tourist satisfaction, and tourist loyalty after tourists go to battlefield attractions. It then analyses and discusses visitor travel information and personal attributes. A questionnaire contains five major sections: tourist motivation, travel barriers, travel destination choice, tourist satisfaction and tourist loyalty. A total of 400 questionnaires were delivered to battlefield tourist at main tourist areas in Kinmen, 287 return questionnaires were received. Data analysis tools using software such as SPSS and LISREL, including descriptive statistics, reliability, exploratory factor analysis, independent samples t-test, one way ANOVA analysis, Pearson correlation analysis, structural equation modeling (SEM) and regression analysis for verifying the research hypothesis are substantiated. The results from 156 valid questionnaires reveal that, first tourist motivation has a positive influence on travel destination choice. Second, travel barriers will not interfere with tourist motivation and travel destination choice. Third, travel destination choice has a positive influence on tourist satisfaction. Fourth, tourist satisfaction has a positive influence on tourist loyalty. It is expected that the results of this study can provide reference for government bodies, industry and academia involved in tourist related decisions, planning and research, also that it will make a contribution to follow-up research and advance the future development of the hospitality and tourism industry in Taiwan.