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題 名 | 目的地意象、參與體驗、知覺價值與行為意圖關係之研究--以登山步道遊客為例=The Relationship between Destination Image, Experience, Perceived Value, and Behavioral Intentions of Hiking Trail Visitors |
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作 者 | 許秀貞; 鍾志強; | 書刊名 | 臺灣體育運動管理學報 |
卷 期 | 11:3 2011.09[民100.09] |
頁 次 | 頁233-253 |
分類號 | 994.72 |
關鍵詞 | 登山活動; 遊客意象; 體驗; 遊客知覺; 遊客行為; Hiking; Visitor image; Experience; Visitor perceived; Visitor behavior; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究目的旨在了解登山步道遊客目的地意象、參與體驗、知覺價值對行為意圖的影響。研究編制出目的地意象、參與體驗、知覺價值及行為意圖四個量表做為研究工具,以系統抽樣的方式進行問卷調查,總計發出 420份,有效問卷391份,有效回收率 93%。所得資料以描述性統計、因素分析、差異分析及線性結構方程式等統計方式進行資料處理,研究結果發現:1.登山步道遊客的參與體驗會正向影響知覺價值及行為意圖。2.登山步道遊客的知覺價值會正向影響行為意圖。3.登山步道遊客的目的地意象不會顯著影響知覺價值。4.登山步道遊客的目的地意象不會顯著影響行為意圖。 |
英文摘要 | This study investigates the effect the destination image, experience, and value perceived by a hiking trail visitor has on their behavioral intentions. Thus, we developed a questionnaire for hiking trail visitors that explored their destination image, experience, perceived value, and behavioral intentions. We employed the systematic sampling method to collect data. For this study, 420 hiking trail visitors were selected as participants; 391 valid questionnaires were obtained for a validity rate of 93%. The collected data were analyzed using frequency analysis, factor analysis, reliability tests, and multiple regression analysis. The results indicated that (1) the participants had a positive relationship experience, perceived value, and behavioral intention toward hiking trails; (2) a positive relationship existed between perceived value and behavioral intentions; (3) the relationship between destination image and perceived value has an insignificant effect; and (4) the relationship between destination image and behavioral intention has an insignificant effect. |
本系統中英文摘要資訊取自各篇刊載內容。