本研究對象設定為入境返臺,過去曾經有過出國旅遊經驗,返回台灣的民眾。研究的地點為桃園國際機場的第一航廈與第二航廈入境大廳。本研究目的一、瞭解不同人口統計變數、出國旅遊行為、旅遊休閒涉入與體驗價值。二、分析不同人口統計變數與旅遊休閒涉入的關係。三、分析出國旅遊行為與旅遊休閒涉入的關係。四、分析不同人口統計變數與體驗價值的關係。五、分析出國旅遊情形與體驗價值的關係。六、分析旅遊休閒涉入與體驗價值的關係。 本研究依照Mathwick 等 (2001)所發展的「顧客體驗價值構面」,共分成效率、美感、卓越、逃避現實等四種價值。旅遊休閒涉入採用McIntyre 與 Pigram (1992)的產品涉入定義觀點與分法,由吸引力、自我表現、中心性三個構面進行探討。研究方法採用便利抽樣,針對剛結束旅遊之遊客進行問卷調查,共有513份有效問卷。研究結果發現,出國旅客以未婚的上班族最多,喜歡2-3人成群, 前往亞洲地區為主,做短程的旅遊規劃,休閒涉入上以吸引力構面最令旅客在意,體驗價值上,美感和逃避現實構面是旅客最滿意的構面。人口統計變數不同,旅遊休閒涉入亦呈現差異,出國旅遊行為與旅遊休閒涉入同樣存在顯著差異性,不同人口統計變數,其體驗價值亦有差異。出國旅遊行為不同,體驗價值也有差異,最後為旅遊休閒涉入與體驗價值有正向的關係。
This study explores the impacts of traveling leisure involvement and demographic variables on customer experiential value. The experiential value adapted Mathwick, Malhotra, and Edward (2001) s’ the customer experiential value scale including efficiency, excellence, aesthetic, and escapism values. The measurement of traveling leisure involvement was developed by McIntyre and Pigram (1992). The goals of this paper are (1) exploring the demographic variables, traveling variable, traveling leisure involvement, and customer experiential value, (2) analyzing there relation between demographic variables and traveling leisure involvement, (3) analyzing there relation between traveling variables and traveling leisure involvement, (4) analyzing there relation between demographic variables and customer experiential value, (5) analyzing there relation between traveling variables and customer experiential value, and (6) exploring the relation between and traveling leisure involvement customer experiential value. Data were gathered using airport intercept at the Tao-Yuan airport in northern Taiwan. From the 513 usable returned questionnaires, we found the most important dimension of leisure involvement is attraction and aesthetic, and escapism values are the noticed dimensions of experiential value. The results also show the demographic and traveling variables have positive relation with the leisure involvement and customer experiential value. And there is a positive relation between leisure involvement and customer experiential value.