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| 題 名 | 觀光凝視與旅遊意願關係之研究:兼論真實性與地方依戀之中介效果=Tudy on the Relationships between Tourism Gaze and Travel Intention in Lukang Old Street: The Mediating Effect of Authenticity and Place Attachment |
|---|---|
| 作 者 | 陳沛悌; 王文敏; 裴蕾; | 書刊名 | 休閒事業研究 |
| 卷 期 | 23:1 2025.03[民114.03] |
| 頁 次 | 頁1-24 |
| 分類號 | 992.014 |
| 關鍵詞 | 觀光凝視; 真實性; 地方依戀; 旅遊意願; Tourist gaze; Authenticity; Place attachment; Travel intention; |
| 語 文 | 中文(Chinese) |
| DOI | 10.6746/LIR.202503_23(1).0001 |
| 中文摘要 | 本研究以著名的「鹿港老街」之遊客為實證研究對象,探討觀光凝視、真 實性、 地方依戀對旅遊意願的影響,同時分析此四個變項間之關係。本研究利用結構式 問卷於鹿港老街分別隨機選擇假日與非假日,針對現地遊客隨機抽樣進行調查, 並將調查結果以 SPSS 及 AMOS 統計軟體進行分析。本研究證實觀光凝視對於 遊客觀光真實性的感受和地方依戀均有正向的顯著影響。研究結果顯示,當遊客 對於地方觀光凝視程度愈高,遊客對於觀光真實性的感受就越高,同時對於鹿港 當地產生地方依戀。本研究亦驗證當遊客對於鹿港的真實性認知愈高,其對鹿港 的依戀感也越高,前往鹿港旅遊意願也愈高;同樣的,地方依戀與旅遊意願間亦 呈正相關。雖然觀光凝視對旅遊意願直接效果不顯著,但觀光凝視也會透過真實 性認知與地方依戀來影響旅遊意願。此結果顯示藉由遊客觀光凝視程度行銷觀光 旅遊景點,可增加遊客對景點的真實性認知以及地方依戀,為提高遊客旅遊意願 的有效方法。 |
| 英文摘要 | This study focuses on visitors to the famous "Lukang Old Street" as the subjects of an empirical investigation, exploring the impact of tourist gaze, authenticity, and place attachment on travel intention. It examines the causal relationships among these four variables. Using a structured questionnaire, the study conducted random sampling surveys of visitors at Lukang Old Street on both weekends and weekdays. The collected data were analyzed using SPSS and AMOS statistical software. The study confirms that tourist gaze has a significant positive impact on tourists’ perceptions of tourism authenticity and place attachment. The results indicate that a higher degree of tourist gaze leads to stronger perceptions of authenticity and a greater sense of place attachment to Lukang Old Street. Furthermore, the study verifies that higher perceptive authenticity of Lukang is associated with stronger place attachment and higher travel intention. Similarly, there is a positive correlation between place attachment and travel intention. Although the direct effect of tourist gaze on travel intention is not significant, tourist gaze affect travel intention indirectly through authenticity perception and place attachment. These results indicate that marketing tourism destinations through the degree of tourist gaze can enhance tourists' authenticity perception and place attachment, making it an effective method to increase travel intention. |
本系統中英文摘要資訊取自各篇刊載內容。