遗产地旅游吸引力、旅游意象与游客重游意愿关系之研究

【外文题名】Relationship among Attractions, Images and Revisiting Willingness for Heritage Destination

【作者】 王瑞璟

【关键词】 遗产地 旅游吸引力 旅游意象 重游意愿 武夷山 客家土楼 鼓浪屿

【外文关键词】 heritage tourism destination attraction destination image revisit wiliness Wuyi Mountains Fujian Tulou Gulangyu Island

【导师姓名】郑健雄

【学位名称】硕士

【学位年度】暂无

【学位授予单位】暂无

【所属分类】K928.3,O314

【录入时间】2014-11-17

【全文挂接】 读秀挂接

【摘要】論，尚未有研究探討遺產地之旅遊吸引力、旅遊意象與重遊意願的關係。有鑑於此，本研究將遺產地之旅遊吸引力、旅遊意象與遊客重遊意願三者加以結合討論，首先依據遺產特性及旅遊吸引力與旅遊意象相關文獻，建構一個遺產地旅遊吸引力與旅遊意象量表，並以大陸福建省之武夷山、客家土樓及鼓浪嶼三個具有不同吸引力的遺產地為實證研究範圍，以有到訪過前述三個地點之大陸遊客為調查對象，再透過結構方程模式估計三者間的關係，為本研究之最主要貢獻。
本研究目的即在探討遺產地之旅遊吸引力、旅遊意象與遊客重遊意願之關係，首先依據相關文獻，建構了衡量遺產地旅遊吸引力與旅遊意象的量表，以大陸福建之武夷山、鼓浪嶼與客家土樓三個遺產地為研究範圍，以曾經到過前述三個地點之遊客為調查對象。本研究透過到前述三個地點進行遊客問卷調查、網路問卷及委託大陸旅行社三種方式發放問卷，共計取得有效問卷247份。
主要研究結果發現，遺產地旅遊吸引力會正向直接影響旅遊意象，路徑係數為0.76，旅遊意象亦會正向直接影響遊客之重遊意願，路徑係數為0.55，但旅遊吸引力則不會直接影響遊客之重遊意願，但會透過旅遊意象間接影響，間接影響效果係數為0.42。...

【外文摘要】Heritage sites has been a popular tourists’ destination choice in recent years, heritage tourism are thus playing more and more important roles in the tourism markets. Due to the fast growing number of heritage sites, the heritage managers are now facing more competitive external environment. Past researches on heritage tourism focused on the discussion of tourists’ motivation, characteristics of heritage sites, and the products’ planning, relatively less attention has been devoted on the relationship among heritage destination attraction, destination image, and tourist revisit intention. This study constructed a conceptual framework consists of the above three latent variables, and three heritage sites in Chinese mainland, i.e., Wuyi Mountains, Fujian Tulou, and Gulangyu Island, were selected as research targets. The interrelationship among the three latent variables was analyzed by Linear Structural Model. The tourists ever visited the above three heritage sites were investigated by questionnaire, and finally obtained 247 valid samples. The main findings of this study are as follows: 1) the tourist perceived heritage destination attractions has positive and direct effects on the destination image with standardized path coefficient 0.76; 2) destination image has positive and direct influence on tourist revisit willingness, the standardized path coefficient is 0.55; 3) destination attraction has indirect effect on tourist revisit willingness with destination image as intervening variable, the indirect path coefficient is 0.42....