農業旅遊意象、認同感與遊後行為意圖關係之研究-以清境農場為例

A Study on the Relationships between Agricultural Tourism Image, Identity and Future Behavior Intention in Cingjing Farm

詹雅霖(Ya-Lin Chan)

指導教授 ： 李彥希

國立虎尾科技大學/文理學院/休閒遊憩研究所/碩士(2013年)

https://doi.org/10.6827/NFU.2013.00066

摘要

隨著農業旅遊日漸興盛，遊客對於旅遊意象及遊後行為意圖已成為旅遊地經營之重要指標與評估導向，而目前國內休閒農場最受國人喜愛旅遊目的地，其中之一則是清境農場。另根據交通部觀光局「國內主要觀光遊憩據點遊客人數統計」資料顯示，2012年清境農場遊客人次為1,046,575人（交通部觀光局，2012）。但鮮少有研究針對探討農業旅遊之認同程度是否會影響其遊後行為意圖。

有鑑於此，本研究研擬如下四個目的：(1)瞭解清境農場之旅遊意象、(2)探討遊客背景特性之不同，對清境農場之意象認知、認同感及遊後行為意圖是否具有顯著差異、(3)探討旅遊意象是否會影響認同感及遊後行為意圖及(4)建構清境農場之旅遊意象、認同感與遊後行為意圖之行為模式。本研究期望了解此三變數之關係及其相互影響程度。因此，本研究將透過驗證式因素分析驗證清境農場之旅遊意象；並進一步利用t檢定與ANOVA分析社經背景與旅遊特性對於旅遊意象、認同感及遊後行為意圖是否具有顯著差異，最後透過結構方程模式了解其中關聯性。

針對問卷調查，共得有效問卷402份。在分析方面，運用結構方程模式之驗證性因素分析，檢測其模式配適度，以確立遊後行為意圖模式之建構是否完善；最後利用路徑分析探討旅遊意象對認同感及遊後行為意圖之影響。

研究結果顯示：(1)旅遊意象、認同感及遊後行為意圖之構面及變項內容皆具有良好之收斂效度及區別效度，且Bollen-stine修正後結構模式均達配適標準(RMSEA=.02, GFI=.96, AGFI=.94, SRMR=.558, TLI=.99, IFI=.99, CFI=.99)，顯示模式與樣本具備良好配適度。(2)旅遊意象對認同感之直接效果為0.80，對遊後行為意圖的直接效果為0.31、間接效果為0.36、整體效果為0.67；認同感對遊後行為意圖直接效果為0.45。

結果顯示出本研究之結構模型其旅遊意象對認同感與遊後行為意圖之影響效果皆具有高效果，而認同感對遊後行為意圖亦屬中高效果。足見理論與本研究之推論假設皆可得驗證，旅遊意象對於認同感及遊後行為意圖皆具有極大影響效果，且認同感對於遊後行為意圖亦會有顯著的影響效果。

關鍵字

農業旅遊 ； 旅遊意象 ； 認同感 ； 遊後行為意圖 ； 清境農場 ； 結構方程模式

並列摘要

As the growth of agricultural tourism, the tourism image, identity and future behavioural intentions for tourists have become significant measurements of leisure management, The domestic recreation farms certainly become popular in these few years, and one of them is Cingjing Farm.
According to "the statistic of the major recreational attractions" from Tourism Bureau, the number of people visited Cingjing Farms in 2012 was 1,046,575 (Tourism Bureau, 2012). However, there are few studies investigate whether the degree of agricultural tourism indentity will influence future behavioral intentions nowadays.As a result, this study drew up four research purposes:(1) Understanding Cingjing Farm’s tourism image.(2) Investigating whether the different tourist background will have significantly different on the image on the Cingjing Farm cognitive, indentity and travel behavioral intentions.
(3) investigating whether the tourism image will influence indentity and future behavioral intentions.(4) structuring Cingjing Farm tourism image, identity and travel behavioral intentions of behavior model.
This research is aimed at understanding the relationship and the interaction between the tourism image, identity and future behavioural intentions. Thus, the research will identify the tourism image of Cingjing Farms by Confirmatory Factor Analysis; and furthermore, using t-test and ANOVA to analyze whether the socio-economic background and travel characteristic make differences on tourism image, identity and future behavioural intentions, through Structural Equation Model to understanding the relationship and the interaction.
402 valid questionnaires were collected from the tourist. The fitness of the Future Behavior Intention framework was tested by using the“Confirmatory Factor Analysis”. At the end, the “Path Analysis” was used to explore the relationship between the tourism image, identity and future behavioural intentions. The results showed: (1)The concept and variables among tourism image, identity and future behavioral intentions has good convergent and discriminant validity, and the modified structure model by Bollen-stine reached the fit criteria (RMSEA = .02, GFI = .96, AGFI = .94, SRMR = .558, TLI = .99, IFI = .99, CFI = .99), and indicated the overall framework fit the data. (2)The direct effect of tourism image on identity is 0.8, on travel behavioral intentions is 0.31. The indirect effect of tourism image on travel behavioral is 0.36, and the overall effect is 0.67. The direct effect of identity on travel behavioral intentions is 0.45.
The results show a striking effect of Cingjing Farm tourism image to identity and travel behavioral intentions, and identity to travel behavioral intentions is the second-high affect. Both theory and research inference hypothesis can be proved. Tourism image has a great effect on identity and travel behavioral intentions, and identity has a significant effect on travel behavioral intentions.

並列關鍵字

Agricultural tourism ； Tourism Image ； Identity ； Future Behavior Intention ； Cingjing Farm ； Structural Equation Model

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