計畫關係理論在旅遊目的地關係上的應用－貴州茅台智慧酒文化旅遊為例

The applications of Theory of Planned Relationship on destination relationships-an empirical study of smart tourism of wine culture at Maotai, Guizhou

10.29429/JSLHR.201812_13(4).02

顏財發(Tsai-Fa Yen)

計畫關係理論 ； 計畫行為理論 ； 智慧旅遊 ； 酒文化旅遊 ； 茅台 ； theory of planned relationship ； smart tourism ； tourism of wine culture ； Maotai

運動休閒餐旅研究

13卷4期（2018 / 12 / 01）

16 - 38

繁體中文

計畫行為理論與關係行銷理論都是預測消費者決策行為的實用工具，被廣泛應用於旅遊決策中。然而，較少研究探討兩者結合在旅遊方面的應用，本文之研究目的即為探討計畫關係理論在智慧酒旅遊的應用。透過對參與貴州省茅台鎮智慧酒旅遊的遊客的調查，共發放400份問卷，獲得396份有效樣本，有效樣本率99%。數據分析結果顯示，計畫關係理論模式可適用於衡量智慧酒旅遊目的地與遊客關係，且具有良好預測遊客行為意願的能力。據此，提出相關建議，如目的地管理與接待機構應該對交通、用餐、物價以及服務品質等方面留言建議中進行改善。

Both TPB and theory of relationship marketing (TRM) are useful tools for predicting consumers' decision-making behavior and have been widely applied to tourism industry. Fewer studies, however, study its integration and application to tourism industry. Therefore, the objective of this study is to verify the application of the integration of both theories, named theory of planned relationship (TPR), on smart tourism. Questionnaire survey was taken on those visitors who have taken part in smart tourism of wine culture at Maotai, Guizhou. Finally, 400 questionnaires were delivered and a total of 396 valid samples were received with a response rate 99%. The results of data analysis showed that TPR can be applied to measure the relationships between the destination of smart tourism of wine culture and its visitors. It also revealed that the predicted power for predicting visitors' behavior intention was adequate. Consequently, such the improvement on traffic tools, dinning location, goods price, and service quality for destination managers and host institutes were suggested.

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