Tourists' Experience and Perception Toward Recreational Fishing

遊客對於休閒漁業體驗感受之研究

10.29429/JSLHR.201712_12(4).05

鍾政偉(Cheng-Wei, Chung)；曾宗德(Tzong-Der, Tzeng)；劉嘉麒(Chia-Chi, Liu)

Destination image ； Experiential marketing ； Destination loyalty ； 體驗行銷 ； 體驗價值 ； 目的地忠誠

運動休閒餐旅研究

12卷4期（2017 / 12 / 01）

75 - 93

英文

The rise and growth of recreational fishing in recent years has attracted more attention both nationally and internationally. With a growing demand in leisure life, recreational fishing is a new option among leisure activities. This study thus discusses the experience behavior of recreational fishing and its experiential values, the place attachment feeling produced by the experience perception of tourists, and loyal behavior to the tourist destination. This study takes tourists at Taiwan Kaohsiung Kezailiao Holiday Fish Market as the sampling subjects, collecting a total of 496 valid samples. The results show that experiential marketing, destination image, and recreational involvement have a positive and significant impact on experiential value and place attachment. Importantly, experiential marketing has the greatest effects on experiential value toward loyalty to the destination. Destination image does not significantly influence experiential value, but experiential value and place attachment do exhibit a significant impact on loyalty to the destination. Finally, this study proposes management implications and future research direction.

近年來休閒漁業的興起與成長，加上國人休閒活動的意識提高，休閒漁業儼然成為一種新的休閒活動選擇。然而，休閒漁業發展起步較晚，國內外過往以旅遊決策的角度探討遊客對於休閒漁業體驗感受的研究甚少，是為本研究重要的缺口。本研究以南台灣高雄蚵仔寮休閒漁港的遊客為抽樣對象，回收496有效問卷。研究結果顯示，體驗行銷、目的地意象與遊憩涉入對於體驗價值與地方依附呈現正向顯著影響，但目的地意象對於體驗價值未呈現顯著影響。重要的是，體驗行銷對於體驗價值至目的地忠誠之關係效果最為強烈。而體驗價值與地方依附對於目的地忠誠呈現正向顯著影響。此外，體驗價值與地方依附在休閒漁業的體驗行為中扮演重要的中介角色。最後，本研究提出管理意涵與未來研究方向給予學術界與實務界參考建議。

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