觀光意象模式之重新檢視－以動態觀點探討之

A Revisit on Model of Tourism Image-with Study in Dynamic View

10.29858/SIMR.201112.0001

戴有德(You-De Dai)

觀光意象 ； 知覺品質 ； 知覺價值 ； 滿意度 ； 行為意圖 ； Tourism Image ； Perceived Quality ； Perceived Value ； Satisfaction ； Behavior Intention

服務業管理評論

9期（2011 / 12 / 01）

1 - 34

繁體中文

觀光意象的建立對於觀光地區的發展有顯著的影響力，觀光地意象將決定該地區之發展與停滯，而觀光意象的形成分為三個階段，不論是在旅遊前、旅遊中或旅遊後，都存在且不斷改變及影響遊客的觀光意象。現今針對觀光意象的研究日趨豐富，但大多著重於其與知覺品質、滿意度等變數之間的關係。觀光意象分為三個階段，各階段主要的影響因子會有所差異，故本研究將以資訊來源種類、資訊來源數量、人口統計變項為前置影響因子，來探討其與觀光意象間的關係，並進一步探討在觀光意象形成的三個階段中，對於知覺品質、知覺價值、滿意度及行為意圖的影響程度又有何差異。本研究以前往「鹿港」校外教學之大學生做為本研究之抽樣對象，分三階段施測，各階段發放250份，共計750份，有效問卷為705份，採用單因子變異數分析、迴歸分析及線性結構模式作為資料分析方法，所得結果為（1）資訊來源種類對觀光意象有影響，其中又以親朋好友的影響效果最佳，但資訊來源的數量則不會影響觀光意象；（2）觀光意象各階段對於知覺品質、知覺價值、滿意度及行為意圖都有直接的影響，且影響的程度也因階段的不同而有不同的影響程度，其中觀光意象對於知覺品質和行為意圖在第二階段的影響程度最佳，而觀光意象對於知覺價值和滿意度在第三階段的影響程度最佳。

The establishment of tourist images for the tourist development of the areas has a importment influence, because a tourist sightseeing places in the area of the image will determine the development and stagnation, and the formation of tourism image is divided into three stages, whether in pre-travel, in traveling and after traveling, the city has always existed and the continuous process of change and impact of tourists tourist image. In contrast, tourism imagery research has become increasingly diverse and rich trends, many scholars of tourism imagery and other information on the relationship between variables, but more to perceived quality, satisfaction and other variables as the main research variables, but in fact tourism image points into three phases, each a major impact factor should also be different. Therefore, this study will be sources of information types, the number of sources of information, demographic variables for the pre-impact factors, exploring the relationship between tourism image, and to further explore the formation of the tourist image of the three phases, for perceived quality, perceived value, satisfaction and behavioral intentions, what difference in the degree of influence.In this study, go to ”Lukang” off-campus teaching as the sample of the university students, test facilities in three stages, each stage of 250 copies of each issue, issuing a total of 750 copies, 705 copies of valid questionnaires, Using one-way ANOVA analysis, regression analysis and linear structural model as a data analysis method, the result of (1) source of information will impact on the tourism image, especially the effect of friends for the best. But the number of sources of information will not affect the tourist image; (2) For all stages of tourism imagery perceived quality, perceived value, satisfaction and behavioral intentions have a direct impact, and the degree of influence due to the different stages have different degree of influence, of which tourism image for perceived quality and behavioral intentions in the second phase of the best impact, while the tourist image of perceived value and satisfaction for the third phase of the degree of influence in the best.