國道服務區遊憩資源、觀光吸引力、遊客旅遊動機對重遊意願影響之探討－以台中清水服務區為例

國道服務區漸漸轉型為娛樂的場所，甚至成為觀光景點。當中，清水服務區是最有名的。本研究將分析台中清水服務區的觀光吸引力、遊憩資源、旅遊動機對重遊意願之影響，以提供台灣區國道高速公路局建議。本研究共發放400份問卷，有效問卷400份，回收率100 %。使用迴歸分析及中介效果法分析。本研究發現：一、在旅遊次數上，觀光吸引力、遊憩資源及旅遊動機達顯著差異。二、在與誰同遊項目上旅遊動機及重遊意願達顯著差異。三、在研究四個變數交互影響下可發展出四條不同關係方程式，其中唯有遊憩資源及旅遊動機對重遊意願為完全中介效果，其餘皆部分中介效果。本研究建議：一、增加獨特主題建築物以吸引遊客在觀光吸引力構面上誘因。二、舉辦各類型活動，以增加遊客在旅遊次數構面上誘因。

關鍵字

國道服務區；遊憩資源；旅遊動機；重遊意願

並列摘要

The national freeway service area is gradually transformed into entertainment, leisure shopping, or even become a tourist attraction. Among them, Qingshui Service Area is the most famous. This study analyzes the tourism attraction, recreation resources, and tourism motivation of Qingshui Service Area, and provide advice for the Taiwan Area National Freeway Bureau. There is a total of 400 valid questionnaires. This research is using regression analysis and mediation effect analysis (B-K Method). The study found that: First, there are significant differences in tourism attraction, recreation resources, and tourism motivations in the number of tourism. Second, there is a significant difference in travel motive and willingness to travel with other people. Thirdly, in the study of four variables under the influence of interaction, can develop four different relations of the equation, of which only recreational resources and tourism motivation for re-travel will be fully mediated effect, the rest are part of the intermediary effect. This study suggests a. Increase the number of unique theme buildings, such as the United States captain modeling restaurant and special meals in order to attract college students in the tourism attraction facet incentives. Second, organize various types of theme activities, such as the activities of the stomach to increase the number of tourists in the tourist attractions. Third, to allow visitors to visit the public service area must be by tourism attraction and tourism motivation, cannot alone through the recreational resources and cannot directly use to improve the recreational resources facilities, to achieve re-visit wishes.

並列關鍵字

national freeway service area ； recreation resources ； tourism motivation ； re-visits

參考文獻

吳英偉、林正士、徐子豪（2016）。民宿吸引力與遊客滿意度忠誠度之關聯研究─以阿里山鄒族部落為例。休閒與遊憩研究， 8(1) ， 51-107 。doi:10.6157/2016.8(1).2

許澤宇、陳儒賢、張嘉栢（2014）。以豆丁海馬作為吸引水肺潛水之觀光資源：現況與問題。台灣首府大學學報，(5)，45-60。doi:10.6607/BTSU.2014.5.3

黃任閔、呂謙、柳立偉、柯巧文（2017）。屏東縣深度旅遊參與者旅遊動機與體驗價值之相關研究。休閒事業研究， 15(3) ， 1-20 。doi:10.6746/LIR.201709_15(3).0001

朱永蕙、徐函（2015）。觀光意象與吸引力對滿意度與重遊意願之影響─以駁二藝術特區為例。觀光與休閒管理期刊，3(2)，58-69。doi:10.6510/JTLM.3(2).05

黃士瑩、莊寶月、蔡維鈞、陳瑩達（2015）。日本遊客對台南古蹟的旅遊動機、滿意度與重遊意願之研究。觀光與休閒管理期刊， 3(1) ， 25-40 。doi:10.6510/JTLM.3(1).03

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國道服務區遊憩資源、觀光吸引力、遊客旅遊動機對重遊意願影響之探討－以台中清水服務區為例

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