老街目的地意象差異對旅遊滿意度與行爲意圖之影響－旅遊前與旅遊後意象差異

The Influence of Historical Streets' Destination Image Difference on Tourism Satisfaction and Behavior Intention-Image Difference of pre-visit and post-visit

10.29429/JSLHR.201003_5(1).05

林銘昌(Ming-Chang Lin)；邱晏麟(Yen-Lin Chiu)；潘宜鳳(Yi-Feng Pan)

目的地意象 ； 意象差異 ； 旅遊滿意度 ； 行爲意圖 ； destination image ； image difference ； tourism satisfaction ； behavior intention

運動休閒餐旅研究

5卷1期（2010 / 03 / 01）

85 - 102

繁體中文

本研究旨在探討老街遊客於旅遊前與旅遊後的目的地意象差異對旅遊滿意度與行爲意圖之影響，確立三者之關係同時驗證旅遊滿意度對目的地意象差異與行爲意圖關係之中介效果。本研究爲橫斷面研究，採用問卷調查法進行研究資料收集。2009年3月期間於鹿港與安平港老街進行便利取樣，共收集366位老街遊客之問卷資料。之後使用描述性統計與相關分析，了解樣本之人口統計資料與主要研究變項之關係，進一步使用階層迴歸分析進行研究假設之驗證。研究結果發現，老街遊客旅遊前與旅遊後之目的地意象有顯著差異，旅遊後之目的地意象正向差異越大，則旅遊滿意度與行爲意圖越高，同時旅遊滿意度對目的地意象差異與行爲意圖之關係產生部份中介效果。降低旅遊前與旅遊後的目的地意象落差，可以幫助旅遊滿意度與行為意圖的提升。

This study aimed to explore the impact of destination image difference between pre-visit and post-visit on tourism satisfaction and behavior intention. The relationship between these three variables were examined, further the mediating effect of tourism satisfaction on the relationship between image difference and behavior intention was tested. This study was a cross-sectional study. A survey was conducted to collect the research data. In 2009 March the convenient sampling was used and 366 subjects were surveyed at two historical streets. The descriptive statistics and correlation analysis were used to analyze the demographics of subjects and the relationship of major research variables. Also, the hierarchical regression analyses were used to test the hypotheses. There was significant difference between pre-visit and post-visit destination image of historical tourisms. The image difference significantly impacted the tourism satisfaction and behavior intention. And the tourism satisfaction had mediating influence on the relationship between image difference and behavior intention. To decrease the negative image difference may raise the tourism satisfaction and behavior intention.

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