休閒涉入、體驗品質、參觀滿意度與重遊意願之研究－以宜蘭縣立蘭陽博物館為例

The Study of Leisure Involvement, Experience Quality, Visitor Satisfaction and Revisiting Intention of Tourists - A Case Study of Yilan County Lanyang Museum

王佑文(Yu-Wen Wang)

指導教授 ： 黃志文

淡江大學/商管學院/國際企業學系碩士班/碩士(2014年)

https://doi.org/10.6846/TKU.2014.01053

摘要

全球觀光人數成長從2010年起持續上升，其中亞太地區的旅遊業成長最多，而台灣觀光政策以文化觀光為主軸，帶動在地產業發展為目標。並且隨著體驗經濟時代來臨，滿足消費者體驗的體驗行銷已成為提供休閒文化體驗的博物館需要重視的關鍵。蘭陽博物館作為在地文化觀光的重要推手，在經過館內政策改變後旅遊人次仍未突破，因此，如何符合或提升觀眾參觀滿意度，進而提高觀眾重遊意願甚至增加新遊客到來，是蘭陽博物館當前所面對的重要課題，故本研究將以休閒涉入、體驗品質、參觀滿意度及重遊意願與新加入之「新活動再訪意願」之關係進行蘭陽博物館個案研究。

　　本研究採便利抽樣方式，共發放450份問卷，回收有效問卷368份，並使用SPSS18.0及LISREL8.71統計軟體進行資料分析，以及採用結構方程模式分析驗證本研究假說。本研究結論：
1.　觀眾對到蘭博館參與宜蘭在地文化活動，休閒涉入對體驗品質存在正向顯著影響效果。
2.　觀眾對到蘭博館參與宜蘭在地文化活動，休閒涉入對參觀滿意度存在正向顯著影響效果。
3.　觀眾對到蘭博館參與宜蘭在地文化活動，休閒涉入需透過體驗品質及參觀滿意度作為中介角色，才能對重遊意願及新活動再訪意願具正向間接影響。

關鍵字

休閒涉入 ； 體驗品質 ； 參觀滿意度 ； 重遊意願

並列摘要

International tourist arrivals growth has continued to rise since 2010. In relative terms, growth was strongest in Asia and the Pacific. And Taiwan Tourism Policies are promoted based on cultural tourism and focused on the unique features of different localities. Since the global economy has changed from industrial economy to experience economy, how to satisfy consumers' experiences is the key point to the museum which provides visiting tours toward experiential and leisurable settings for visitors. However, Yilan County Lanyang Museum as an important local cultural tourism scene, the number of visitors were decreasing year by year after adjusted the museum policies. So how to improve visitor satisfaction and attract more audiences is a critical issue that Yilan County Lanyang Museum has to face. Therefore, the purpose of this research was to study the influential relationships among Yilan County Lanyang Museum audiences’ leisure involvement, experience quality, visitor satisfaction, revisiting intention of tourists and new variable “Revisiting Intention of Different Types of Activities”.

　　The survey data were collected from 368 audiences who were visiting the Yilan County Lanyang Museum, and data were analyzed by using the Structural Equation Modeling. The main results of this study were described as follows:
1.　For audiences who visit Yilan County Lanyang Museum, leisure involvement has a positive and significant impact on experience quality.
2.　For audiences who visit Yilan County Lanyang Museum, leisure involvement has a positive and significant impact on visitor satisfaction.
3.　For audiences who visit Yilan County Lanyang Museum, experience quality and visitor satisfaction are important mediating variables between leisure involvement and revisiting intention of tourists as well as between leisure involvement and revisiting intention of different types of activities.

並列關鍵字

Leisure Involvement ； Experience Quality ； Visitor Satisfaction ； Revisiting Intention of Tourists

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