淡水地區遊客滿意度影響因素探討:目的地忠誠與地方依附

在國際環保意識的崛起及國內政府與學術界紛紛重視在地創生議題下，環境再創價值及創造當地人文的計畫發展，越來越重要。其中，地方依附爲個體對於特殊地點的歸屬感，是個體感覺到自己與地點的結合程度，在環境心理學、地理、戶外遊憩的領域中地方依附一直是個重要的研究主題。本研究目的即在建構地方依附的因果整合模式，以大淡水地區旅遊之遊客為研究對象，主要欲瞭解遊客熱情、遊客幸福感、目的地忠誠、地方依附與遊客滿意度等變項之關聯性與實質意涵。本研究採便利抽樣方式進行抽樣，總計發放488份問卷，扣除無效樣本5份後，回收有效樣本數為483份，有效樣本回收率為98.97%。研究使用SPSS for Windows 24.0版以及Amos 20.0版統計軟體進行分析，採用的分析方法包括：描述性統計分析、信度分析、效度分析以及相關分析。本研究主要研究結果發現:遊客熱情、幸福感對淡水目的地忠誠度有顯著的正向影響。遊客目的地忠誠度與地方依附對淡水遊客滿意度有顯著的正向影響。大多數的遊客是以大學生和碩專學生兩個族群居多，以年齡來看，遊客在21-30歲比例最高，以性別而言，女性居多。根據研究結果本研究建議在地商家以及政府單位由遊客的熱情與幸福感著手，以提升遊客對淡水地區的忠誠度，並且由地方的忠誠度以及地方依附，來提升遊客的滿意度。

關鍵字

遊客熱情；遊客幸福感；目的地忠誠度；地方依附；遊客滿意度

並列摘要

With the rise of international environmental awareness and governments and academia attaching great importance to the topic of the regional revitalization. The development plans to recreate value and create local humanities in the environment is becoming more and more important. Among them, place attachment is the individual's sense of belonging to a particular place. It is the degree to how the individual and the place are combined. Place attachment has always been an important research topic in the fields of environmental psychology, geography, and outdoor recreation. Taking tourists in the Greater Tamsui area as the research object, the main purpose of this research is to understand the relationship between tourist enthusiasm, tourist well-being, destination loyalty, place attachment, and tourist satisfaction. In this study, a convenience sampling method was adopted for sampling. A total of 488 questionnaires were distributed. After deducting 5 invalid samples, the number of valid samples recovered was 483, and the effective sample recovery rate was 98.97%. The study uses SPSS for Windows version 24.0 and Amos version 20.0 statistical software for analysis. The analysis methods used include descriptive statistical analysis, reliability analysis, validity analysis, and path analysis. The study found that tourists' enthusiasm and well-being have a significant positive impact on loyalty to the Tamsui destination. Tourist destination loyalty and place attachment have a significant positive impact on tourist satisfaction. Most of the tourists are from the two ethnic groups of college students and master's degree students. Most of the tourists are college students and master's degree students. In terms of age, the proportion of tourists is the highest in the age of 21-30. In terms of gender, females are the majority. According to the research results, this research suggests that local businesses and government should start with tourists' enthusiasm and well-being to increase tourists' loyalty to the Tamsui area, and increase the satisfaction of tourists by local loyalty and place attachment.