隨著韓國流行文化及韓國形象(HANSTYLE)之興起,帶動國人赴韓旅遊之意願,藉由韓國旅遊目的地意象、旅遊體驗與旅客知覺價值對於赴韓旅遊行為扮演重要之角色,如何提升旅客重遊意願是值得探討的議題?本研究主要目的在探討赴韓旅遊旅客之重遊意願,建構以「目的地意象」、「旅遊體驗」、「知覺價值」對「重遊意願」的影響程度為主要關係模式,運用Lisrel8.52統計軟體進行結構方程模式(SEM)驗證其因果關係。本研究以立意抽樣方式進行問卷調查,針對旅客赴韓至首爾、釜山與濟州島等地區之旅遊行程為調查範圍,共發出425份問卷,有效問卷400份。研究結果發現,目的地意象顯著正向影響旅遊體驗;目的地意象顯著正向影響知覺價值;旅遊體驗顯著正向影響知覺價值;知覺價值顯著正向影響重遊意願;旅遊體驗顯著正向影響重遊意願;目的地意象未顯著影響重遊意願,但目的地意象透過旅遊體驗及知覺價值中介後會間接正向影響重遊意願。因韓國參團族群日益多元化,本研究建議相關單位可進行市場區隔,以創造附加價值;可規劃「HANSTYLE」深度主題之旅,強化旅客之目的地意象;安排融入當地生活之體驗活動,增加旅客之旅遊體驗。
With the increasingly diverse patterns of regional development, travel industry has quickly flourished. The 2000s have seen a sharp rise in the popularity of Korean culture, with HanStyle refers to the source of Korean culture representing and symbolizing Korea in the Asia Pacific Area. HanStyle culture is an emerging travel attraction that is growing rapidly with destination image playing a critical role for participation in and revisit willingness for these activities. This study develops a model of tourists’ revisit willingness on the basis of customer value to examine how destination image, perceived value, and experience in Taiwan take effect on Chinese visitors’ intentions to recommend Taiwan as a tourist spot. We used SPSS 14.0 and Lisrel 8.52 statistic software for structural equation modeling to examine causality. Purposive sampling was conducted for questionnaires. We got 400 valid questionnaires for the Korea tourism from Taiwan tourists. They expect results indicate that destination image has a significant effect on perceived value; destination image has a significant effect on tourist experience; tourist experience has a significant effect on perceived value; tourist experience has a significant effect on revisit willingness; perceived value has a significant effect on revisit willingness; destination image has no significant effect on revisit willingness,but through tourist experience and perceived value as intervening variables tourism destination image will have an indirect positive effect on revisit willingness.This study suggests that the relevant units can plan " HANSTYLE " tours to strengthen passenger's destination image; arrange experience and activities to integrate into local life to increase passenger's travel experience; conduct market segmentation to create value-added.
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