頁籤選單縮合
題 名 | 旅遊動機、知覺價值及旅遊滿意度對重遊意願之影響=The Influence of Travel Motivation, Perceived Value and Travel Satisfaction on revisiting Willingness |
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作 者 | 賴淑慧; 蕭穎謙; 高詩雯; | 書刊名 | 運動與遊憩研究 |
卷 期 | 8:1 2013.09[民102.09] |
頁 次 | 頁71-100 |
分類號 | 992.014 |
關鍵詞 | 重遊意願; 旅遊動機; 知覺價值; 旅遊滿意度; Revisiting willingness; Travel motivation; Perceived value; Travel satisfaction; |
語 文 | 中文(Chinese) |
中文摘要 | 近年來國人旅遊風氣盛行,然而,臺灣地理狹小,可供旅遊的景點有限,遊客有較多機會重遊某些景點。本研究乃以台灣最熱門之觀光景點-淡水、八里地區之遊客為研究對象,探討旅遊動機、知覺價值及旅遊滿意度對重遊意願之影響。本研究採配額抽樣法進行問卷調查,以敘述性統計、信度分析、效度分析及結構方程模式進行統計分析,研究結果發現旅遊動機顯著正向影響知覺價值與旅遊滿意度;知覺價值顯著正向影響旅遊滿意度與重遊意願。即旅遊動機愈高,其知覺價值與旅遊滿意度愈高;知覺價值愈高,其旅遊滿意度與重遊意願也愈高。知覺價值在旅遊動機對重遊意願的影響上具中介效果。婚姻狀況、年齡、職業及參與地區,在旅遊動機對知覺價值的影響上,具有干擾效果。最後,本研究對提高旅客重遊意見提供進一步的建議。 |
英文摘要 | In recent years, tourism is rampant. However, Taiwan's geography narrows available tourist attractions. Tourists have more opportunities to revisit some attractions. Our research takes Tamsui and Bali tourists as the research object, and to verify the influence of travel motivation, perceived value and travel satisfaction on revisiting willingness. This study adopts a questionnaire survey of quota sampling, using descriptive statistics, reliability analysis, validity analysis and structural equation modeling to conduct data analysis and model constructing. The results of this research reveal that travel motivation forward influence perceived value and travel satisfaction, perceived value forward influence travel satisfaction and revisiting willingness. That reveals the more travel motivation the more perceived value and travel satisfaction, and the more perceived value the more travel satisfaction and revisiting willingness. There is a mediating effect of perceived values between travel motivation and revisiting willingness. There are moderating effects of marital status, age, occupation and region on the relationship between travel motivations and perceived value. Furthermore, the result also proposes management implication to improve revisiting willingness. |
本系統中英文摘要資訊取自各篇刊載內容。