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題 名 | 休閒漁業顧客認知價值、體驗、旅遊意象與忠誠度關係之研究--以布袋漁港為例=The Relationships of Leisure Fishery Customer Perceived Value, Experience, Image, and Loyalty: A Case of Pudai Harbor |
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作 者 | 沈進成; 林宜欣; 葉語瑄; 林秀珊; | 書刊名 | 島嶼觀光研究 |
卷 期 | 4:1 2011.03[民100.03] |
頁 次 | 頁33-52 |
分類號 | 992.014 |
關鍵詞 | 認知價值; 體驗; 旅遊意象; 布袋漁港; Customer perception value; Experience; Tourism image; Pudai harb; |
語 文 | 中文(Chinese) |
中文摘要 | 休閒漁業是將漁業和休憩活動互相結合,在發展休閒漁業的同時兼顧漁業生產、漁村生活及生態保育之基本功能,以提升漁民經營所得及國民休閒旅遊品質。而休閒漁業對遊客產生何種認知價值、旅遊體驗與意象,都是影響遊客對休閒漁業忠誠度的重要因素,也是休閒漁業永續發展的關鍵所在。本研究以休閒漁業之顧客認知價值、體驗、旅遊意象與忠誠度之影響關係爲研究主題,以嘉義布袋漁港之遊客爲實證分析對象,研究結果如下:1.遊客所獲得的認知價值中,顧客價值以體驗回憶的價值爲最高,顧客成本以貨幣成本爲最高。2.遊客體驗以感官體驗爲最高,以思考體驗最低。3.遊客旅遊意象以當地海鮮美食爲最高。4.認知價值對體驗、旅遊意象與忠誠度有正向影響關係。5.體驗對旅遊意象與忠誠度有正向影響關係。6.旅遊意象對忠誠度有正向影響關係。7.認知價值透過體驗影響忠誠度的效果較爲顯著。顯示遊客對休閒漁業的體驗愈高,其忠誠度也愈高。 |
英文摘要 | Leisure fishery combines fishery and leisure activities to development of production, fishery village and ecological reservation. Besides, leisure fishery helps to promote economic level of fishers and tourist quality of the public. The key points of sustainable development of leisure fishery must focus on customer perceived value, experience, image, and loyalty after leisure fishery activities. Base on this reason, this study use tourists in Pudai Harbor to explore the relationships of these key points. Our results reveal that experiential memory and monetary price both is highest customer perceived value. Also, sensual experience is highest and thinking experience is lowest of tourists' experience, and finally local seafood is strongest travel image. In addition, the tourists' experiences positive influences travel image and customer loyalty. Similarly, travel image also positive influences customers' loyalty. Experience was found to have an indirect effect on customer loyalty as moderated by perceived value. It implies that when tourist own rich experiences and then have higher loyalty. |
本系統中英文摘要資訊取自各篇刊載內容。