本研究主要探討休閒漁業休閒漁業之吸引力、體驗、意象與忠誠度之間關係之研究，並以布袋漁港之遊客為研究對象。經由因素分析結果顯示，旅遊動機的影響因素依序為「休閒動機」、「美食動機」、「知性動機」與「自我實現」。認知價值的影響因素依序為「顧客成本」與「顧客價值」。旅遊意象的影響因素依序為「休閒調劑」、「海鮮美食」與「鄉村旅遊」。利用線性方程式模式驗證本研究所建構之吸引力、體驗、意象與忠誠度關係模式所得結果如下： 1.旅遊動機對吸引力無顯著的正向影響。2.認知價值對吸引力有顯著的正向影響。3.吸引力對體驗有顯著的正向影響。4.吸引力對旅遊意象有顯著的正向影響。5.吸引力對忠誠度無顯著的正向影響。6.體驗對旅遊意象有顯著的正向影響。7.體驗對忠誠度有顯著的正向影響。 8.旅遊意象對忠誠度有顯著的正向影響。 The purpose of this study is to establish the model on the attraction, experience, image, and loyalty of the leisure agriculture. An empirical research is undertaken for the Pudai Harbor. According to the factor analysis, we found that four dimensions of travel motivation are “Leisure Motivation“ , “epicurean motivation “, “ nous motivation “ and “self-actualize“. Perceived value, the influential factors of “ customer cost“ and “customer value“. Travel image, the influential factors of “leisure enliven“ , “seafood“ and “country travel“. By using LISREL 8.52 software to resolve the structural equation model among attraction, experience, image, and loyalty, we found the results as follows. (1)Travel motivation didn’t affect the attraction. (2)Perceived value positively affected the attraction. (3)Attraction positively affected the experience(4)Attraction positively affected the travel image. (5)Attraction didn’t affect the loyalty.(6)Experience positively affected the travel image(7)Experience positively affected the loyalty. (8)Travel image positively affected the loyalty.
