遊客溫泉旅遊度假區知覺意象之實證研究

An Empirical Research on Perceptual Intention of Tourists in Hot Spring Tourist Resorts

10.6214/JSRM.1304.002

黃惠民(Hui-Min Huang)；吳憲訓(Hsien-Hsun Wu)；徐茂洲(Mao-Chou Hsu)

溫泉 ； 旅遊度假區 ； 知覺意象 ； Hot Spring ； The Tourist Resorts ； Perceptual Intention

運動休閒管理學報

13卷4期（2016 / 12 / 01）

18 - 37

繁體中文

本研究目的在驗證遊客對溫泉旅遊度假區之知覺意象，採用Balogl andMcCleary (1999) 所提旅遊渡假區意象架構為理論基礎，運用AMOS 統計工具，進行模式之SEM 分析，驗證「溫泉旅遊渡假區意象量表」之適配度與信效度。研究中選定知本及金崙溫泉旅館區、金崙火車站、知本火車站等地為問卷發放地點，且以實際到知本及金崙溫泉區溫泉旅館消費的遊客為研究對象，取得有效問卷579 份。分別以SPSS for Windows 12.0 與Amos 20.0 進行問卷資料之處理。研究結果顯示知本及金崙溫泉渡假區意象模式具有良好適配度與信效度、以多群組比較分析知本及金崙溫泉渡假區意象模式具有差異。

The main purpose of this research was to verify the perceptual intention of the tourists to the hot spring tourist resorts; adopting the tourist vacation resort intention architecture proposed by Balogl and McCleary (1999) as the theoretical basis and using the statistical tool AMOS to carry out the analysis of SEM pattern and verify the fitness and the reliability & validity of the Hot Spring Tourist Resorts Intention Inventory. In the research, taking hot spring hotel districts of Chihpen and Chinlun, Chinlun railway station, Chihpen railway station and other places as questionnaire distribution places, and adopting tourists who actually arrived in the hot spring hotel districts of Chihpen and Chinlun and made the consumptions there as research objects, 579 effective questionnaires were collected. The questionnaire data was processed with SPSS for Windows 12.0 and Amos 20.0. The result of this research showed the intention patterns of the hot spring vacation districts of Chihpen and Chinlun had nice fitness and good reliability and validity; according to the comparison and the analysis from the multiple groups, the intention patterns of the hot spring vacation districts of Chihpen and Chinlun had differences.

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