文化遺產旅遊遊客懷舊傾向、涉入、體驗、滿意度及忠誠度影響關係之研究─以台南市為例

NHUIR > College of Management > Department of Tourism Management, The M.A. Program of Tourism Management and Leisure Environment Management > Disserations and Theses(M.A. Program in Tourism Management) > Item 987654321/20428

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Title:	文化遺產旅遊遊客懷舊傾向、涉入、體驗、滿意度及忠誠度影響關係之研究─以台南市為例
Other Titles:	The Study on the Relationship among Tourists' Nostalgic Proneness, Involvement, Experience, Satisfaction and Loyalty of Cultural Heritage Tourism--The Case of Tainan City
Authors:	朱美蓮 Chu, Mei-lien
Contributors:	旅遊事業管理學系碩士班丁誌魰;陳璋玲 Chih-ｗen Ting;Chung-ling Chen
Keywords:	文化遺產旅遊;體驗;涉入;懷舊傾向 Experience;Nostalgic Proneness;Cultural Heritage Tourism;Involvement
Date:	2008
Issue Date:	2015-05-09 17:21:53 (UTC+8)
Abstract:	近年來，文化遺產旅遊的發展受到各界矚目，而「懷舊」是帶動文化遺產旅遊興起的因素之一，文化遺產逐漸成為富有文化背景地區的生財工具，文化古都亦透過行銷包裝後成為旅遊勝地。為了追求文化遺產旅遊的永續發展，除了適當的保存古蹟文物之外，了解遊客的特性及其消費行為亦是重要的課題。　　　本研究是從體驗的觀點，欲瞭解文化遺產旅遊遊客的特性、懷舊傾向，及其對文化遺產旅遊的涉入、體驗、滿意度與忠誠度，並進一步探討上述變項的影響關係。以台南市四個一級古蹟景點的遊客為研究對象，於民國96年9~11月間，以便利抽樣實施問卷調查。問卷回收後，以項目分析、因素分析、描述性統計及結構方程模型等統計方法進行實證分析。　　　研究結果顯示遊客年齡以21~30歲居多，多為高學歷者，來自北部及南部的遊客占多數；資訊來源多為旅遊書籍及雜誌或親友介紹，旅遊天數一天以內者居多。在變數間的影響關係方面，結果顯示:1.遊客懷舊傾向正向影響涉入；涉入正向影響體驗；體驗正向影響滿意度及忠誠度；滿意度正向影響忠誠度。2.懷舊傾向間接影響體驗；涉入間接影響滿意度及忠誠度。3.涉入在懷舊傾向和體驗間有中介效果；體驗在涉入和滿意度間有中介效果；體驗及滿意度在涉入與忠誠度間有中介效果。　　In recent years, the development of cultural heritage tourism is noticed by the public. ＂Nostalgia＂ is the important factor that arouses cultural heritage tourism to rise. Cultural heritage gradually becomes the tool of producing wealth for the region which has cultural background. The cultural city also becomes the famous site of tourism through marketing . It is essential to understand tourists' characteristic and consumers' behavior to pursue the sustainable development of cultural heritage tourism.　　　The purpose of this study is to understand tourists’ characteristic, nostalgic proneness, involvement, experience, satisfaction and loyalty based on the the standpoint of the experiential marketing. In addition, the study aims to examine the variation above-mentioned in the relation. The target groups are the tourists in the Tainan City 1st rate historic site. With convenience sampling, data are collected through questionnaire survey from September to November in 2007. Data were analyzed by methods of item-analysis, factor analysis, descriptive analysis, and structural equation modeling.　　　The research showed that the age of the majority is 21~30 years old, with higher education, living in northern Taiwan and southern Taiwan. The main sources of travel information are from travel agencies or their relatives and friends, and stayed less than a day. As to the relation model, the result of the study indicated that :1. Tourists’ nostalgic proneness has significantly positive effects on involvement. Tourists’ involvement has significantly positive effects on experience. Tourists’ experience has significantly positive effects on satisfaction and loyalty. Tourists’ satisfaction has significantly positive effects on loyalty. 2. Tourists’ nostalgic proneness has indirectly positive effects on experience. Tourists’ involvement has indirectly positive effects on satisfaction and loyalty. 3. Tourists’ involvement is the mediating factor between the relationship of nostalgic proneness and experience. Tourists’ experience is the mediating factor between the relationship of involvement and satisfaction. Tourists’ experience, satisfaction are the mediating factors between the relationship of involvement and loyalty.
Appears in Collections:	[Department of Tourism Management, The M.A. Program of Tourism Management and Leisure Environment Management] Disserations and Theses(M.A. Program in Tourism Management)

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