檢視場所依戀在遊客溫泉旅遊渡假區忠誠度的角色－以谷關爲例

Examining the Role of Place Attachment in Tourist's Loyalty to a Hot Springs Destination: The Case of Gu-Guan

10.6130/JORS.2008.21(3)1

林宗賢(Chung-Hsien Lin)

遊渡假區忠誠度 ； 行爲忠誠度 ； 態度忠誠度 ； 場所認同 ； 場所依賴 ； Destination loyalty ； behavioral loyalty ； attitudinal loyalty ； place identity ； place dependence

戶外遊憩研究

21卷3期（2008 / 09 / 01）

1 - 22

繁體中文

現有觀光旅遊文獻對於忠誠度態度面的測量，缺乏一致性的看法，因此本研究的目爲檢視場所依戀是否可用來明顯區分不同忠誠度類型的遊客。透過自填式結構問卷來收集谷關溫泉區遊客的行爲與態度忠誠度資料後，分析結果顯示，至谷關溫泉區的遊客可明顯區分爲高忠誠度、潛在忠誠度、僞裝忠誠度與低忠誠度等四類遊客，其中以潛在忠誠度遊客爲最多；且此四類忠誠度遊客之場所認同、場所依賴、旅遊次數比例、停留時間與花費比例具有顯著差異。上述成果不僅驗證過去文獻所主張，結合行爲與態度忠誠度爲一有效的市場區隔工具外；同時也擴展了過去研究所忽略的，遊客對旅遊渡假區忠誠度的態度面，可以場所依戀的組成構面爲其測量指標，因此本文建議場所依戀爲「遊渡假區忠誠度」相當重要的概念與內涵。

Most current tourist's loyalty research is limited to the measurement of attitudinal loyalty. The purpose of this study is to examine the role of place attachment in tourist's loyalty to a hot springs destination. In this study the technique of on-site questionnaire survey is administered to collect data regarding tourists' visitations to Gu-guan hot springs destination. The results show that four types of loyal tourists (i.e., high loyal tourists, latent loyal tourists, spurious loyal tourists, and low loyal tourists) are identified and most samples are latent loyal tourists. Furhermore, tourists' behavioral and attitudinal loyalties vary across four types of loyal tourists. The findings confirm that behavioral and attitudinal loyalities can be used to be an effective segmentation tool. Additionally, the findings theoretically extend the insights into the components of place attachment as the measurement indicators of tourist's attitudinal loyalty. In conclusion, this study suggests that there is a need to clearly situate the concept of place attachment in destination loyalty studies.

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