自行車道遊客目的地意象與重遊意願相關之研究

A Relational Study of Bikeway Tourists' Destination Images and Willingness to Revisit

10.7118/JHSS.201112.0075

雷文谷(Wen-Guu Lei)；陳佳媚(Chia-Mei Chen)

目的地意象 ； 重遊意願 ； 自行車道 ； destination image ； revisiting willingness ； bikeway

人文暨社會科學期刊

7卷2期（2011 / 12 / 01）

77 - 89

繁體中文

遊客目的地意象在觀光系統的整體吸引力上扮演著一個重要的角色，且會影響遊客的態度與行為。本研究目的在針對自行車道遊客之目的地意象與重遊意願間之關係進行探討，並分析不同背景變項遊客在目的地意象與重遊意願之差異，利用便利取樣方式進行資料收集，共計發出560份問卷，回收之有效問卷為533份，有效問卷回收率為95%。經統計分析後結果如下：（一）自行車道遊客主要來自台中縣，多自備自行車，其訊息來源主要是透過親朋好友的介紹，來訪次數以第5次以上者最多，且多以家人為騎乘夥伴，每次騎乘時間以1～2小時者為最多。（二）自行車道遊客之目的地意象高低依序為心理體驗、自然環境、交通便利、設施規劃；而遊客對此目的地之重遊意願也頗高。（三）不同來訪次數、騎乘夥伴自行車道遊客在目的地意象無顯著差異；而不同自行車來源、騎乘時間遊客在目的地意象則有顯著差異。（四）不同自行車來源、騎乘夥伴、騎乘時間自行車道遊客在重遊意願上均無顯著差異；不同來訪次數遊客在重遊意願上有顯著差異。（五）自行車道遊客的目的地意象能正向有效地預測遊客之重遊意願。

Tourists' destination image plays an important role in the overall attractiveness of a tourist location, and influences tourists' attitudes and behavior. The purpose of this study is to analyze the relationship between the destination image and revisiting willingness of bikeway tourists, and analyze the differences among tourists regarding destination image and willingness to revisit. We used a convenient sampling method to collect data. A total of 560 copies were distributed, and 533 valid copies were retrieved (providing a valid retrieval rate of 95%). Statistical analysis of the data revealed the following results: (1) Most of the bikeway tourists were from Taichung County, owned their own bicycles, obtained information from friends, have visited the location at least five times, typically ride with family members, and generally ride for 1 to 2 hours each session. (2) Tourists' perception of the destination, from the most frequently to the least citied, were that it provides a psychological experience, natural environment, convenient transportation, and is a well-planned facility. Additionally, most bikeway tourists reported a high willingness to revisit. (3) Factors such as varying visit frequencies and whether visitors cycled with partners showed no significant influence on destination image. However, different bicycle suppliers and the duration of bicycle rides resulted in significant differences in destination image. (4) Factors such as different bicycle suppliers and the duration of bicycle rides showed no significant influence on revisiting willingness. However, tourists' visit frequency caused significant differences in revisiting willingness. (5) The destination image of bikeway tourists can positively affect and effectively predict their willingness to revisit.

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