重新檢視一般遊客旅遊決策模式－以襲產觀光遊客爲例

Reexamining on a General Model of Tourists' Destination Choices: The Case of Heritage Tourists

10.6130/JORS.2009.22(4)4

林宗賢(Chung-Hsien Lin)；王維靖(Wei-Ching Wang)；劉沛瑜(Pei-Yu Liu)；王乃玉(Nai-Yu Wang)

旅遊決策模式 ； 懷舊意象 ； 場所依戀 ； 重遊行爲意圖 ； 交易／關係行銷 ； Tourist's destination choice model ； nostalgic image ； place attachment ； revisiting behavioral intention ； transaction/relationship marketing

戶外遊憩研究

22卷4期（2009 / 12 / 01）

81 - 104

繁體中文

過去一般遊客旅遊決策的研究，大多從認知觀點來了解遊客的重遊行爲意圖，鮮少進一步探討此觀點的旅遊決策模式，是否會因不同的遊客類型而有差異。本研究的目的爲以懷舊意象與場所依戀檢測影響初次與重遊遊客的重遊行爲意圖所組成之模式是否具有差異，來重新檢視一般遊客旅遊決策模式。調查金瓜石九份襲產旅遊區的現地遊客，獲得481份有效問卷。分析結果顯示初次遊客的重遊行爲意圖主要受懷舊意象影響，而重遊遊客則是受場所依戀的影響較大。研究成果暗示，初次遊客重視資訊需求的旅遊決策特性較傾向爲交易性重遊行爲意圖；而重遊遊客對旅遊區情感的旅遊決策特性則趨向爲關係性重遊行爲意圖。於是本研究在理論上的貢獻爲從現有以認知觀點擴展爲交易／關係觀點的遊客旅遊決策模式。

Previous research on a general model of tourists' destination choices has, for the most part, treat tourists' revisiting behavioral intentions as a cognitive outcome; however, few studies further explore whether or not the cognitive perspective of a general model is stable for various types of tourist. The purposes of this study are to examine empirically whether a proposed model integrating with nostalgic image and place attachment as the antecedents of revisiting behavioral intentions equally fits the frist-time and repeat heritage tourists or not. In this study on-site questionnaire survey is administered to collect data regarding tourists' visitations to Jinguashi and Jiufen heritage destinations. The results indicate that first timers' revisiting behavioral intentions are influenced by nostalgic image; however, repeaters' intentions are primarily impacted by place attachment. The findings suggest that first timers focusing information need tend to form transactional intentions; however, repeaters emphasizing psychological affection tend to form relational intentions. Theoretically, the findings extend the current insights of a general model of tourists' destination choices from cognitve to transactional/relational intentions.

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