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題 名 | 韓國旅遊遊客目的地吸引力、滿意度、幸福感及重遊意願之研究=Destination Attractiveness, Satisfaction, Happiness and Revisit Intention of Tourists Traveling to South Korea |
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作 者 | 汪煒程; 施孟隆; | 書刊名 | 鄉村發展 |
卷 期 | 24 2023.12[民112.12] |
頁 次 | 頁10-21 |
分類號 | 992.014 |
關鍵詞 | 韓國旅遊; 目的地吸引力; 滿意度; 幸福感; 重遊意願; South Korea tourism; Destination attractiveness; Satisfaction; Happiness; Revisit intention; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究目的在了解韓國旅遊遊客對目的地吸引力、、滿意度、幸福感及重遊意 願關係,針對韓國旅遊為研究主體,以前往該區之遊客為主要研究對象發放問卷, 採用問卷調查法蒐集資料,以「韓國旅遊遊客目的地吸引力、滿意度、幸福感及重 遊意願之調查問卷」為研究工具,採隨機抽樣方式,期間共發放 340 份網路問卷, 有效問卷 314 份,並以結構方程式進行路徑分析並運用 SPSS21.0 和 LISREL87 進行 資料分析,實證結果如下:(1)目的地吸引力對滿意度有顯著的正向影響。(2)目的地 吸引力對幸福感有顯著的正向影響。(3)目的地吸引力對重遊意願有顯著的正向影響。 (4)滿意度對幸福感有顯著的正向影響。(5)幸福感對重遊意願有顯著的正向影響。(6) 滿意度與幸福感有部分中介的效果存在。最後,針對觀光業者提供幾項建議:(1) 專 為大專以上教育程度之女性族群設計以首爾為主要目的地 5 天的美食與娛樂性質之 精緻套裝行程。(2)規劃半自助式旅遊行程。(3)創造國人對韓國旅遊的幸福感等,作 為高重遊意願的策略。 |
英文摘要 | This study aims to understand the relationship between destination attractiveness, satisfaction, happiness, and revisit intention of tourists traveling to South Korea. Taking South Korea tourism as the target, this study collects data by questionnaire survey, taking tourists travelling to South Korea as the main participants to distribute questionnaires. The “Questionnaire on Destination Attractiveness, Satisfaction, Happiness and Revisit Intention of Tourists Traveling to South Korea” is adopted as the research tool, and the random sampling method is applied. A total of 340 online questionnaires were distributed during the survey, and 314 valid samples were collected. Structural equation modeling was used for path analysis, and SPSS21.0 and LISREL87 were used for data analysis. The empirical results are as follows: (1) destination attractiveness has a significant positive effect on satisfaction; (2) destination attractiveness has a significant positive effect on happiness; (3) destination attractiveness has a significant positive effect on the revisit intention; (4) satisfaction has a significant positive effect on happiness; (5) happiness has a significant positive effect on the revisit intention; (6) satisfaction and happiness have a partial mediation effect. Finally, several suggestions are provided for tourism operators: (1) An exquisite package itinerary with Seoul as the main destination for 5 days of gourmet food and entertainment, specially designed for female groups with college education or above; (2) plan semi-self-guided travel itineraries; (3) Create the happiness of Korean people for traveling in Korea, etc., as a strategy to increase the willingness to revisit. |
本系統中英文摘要資訊取自各篇刊載內容。