工業旅遊視角下新奇感對口碑的影響－以四川宜賓為例

The Influence of Novelty on Word of Mouth based on the Perspective of Industrial Tourism: An Empirical Study of Yibin, Sichuan Province

10.29429/JSLHR.202009_15(3).02

顏財發(Tsai-Fa Yen)；王閩紅(Min-Hon Wang)

工業旅遊 ； 新奇感 ； 口碑 ； 酒文化旅遊 ； industrial tourism ； novelty ； word of mouth ； cultural tourism for wine

運動休閒餐旅研究

15卷3期（2020 / 09 / 01）

19 - 44

繁體中文

在工業旅遊背景下，本研究探討旅遊者新奇感與口碑之間的關係。本文以著名的酒文化旅遊地點宜賓為案例地點，通過問卷調查收集資料，共發放430份問卷，其中有效樣本為419份，有效樣本率92%。結構方程模型分析的結果顯示新奇感顯著正向影響感知價值、負向影響節慶滿意度，但對口碑無顯著直接影響。而且，感知價值顯著正向影響節慶滿意度與口碑；節慶滿意度顯著正向影響口碑。進一步地，本文借助“認知－情感－態度－意向”理論模型解釋新奇感對口碑的影響路徑，例如：新奇感→感知價值→口碑”，“新奇感→節慶滿意度→口碑”，“新奇感→感知價值→節慶滿意度→口碑”。本文研究結論對工業旅遊和口碑行銷的從業人員有一定的管理啟示，並未來研究提出了建議。

This study examines the relationship between tourists' novelty and word-of-mouth in industrial tourism context. Data was conducted by questionnaire survey and collected at Yibin, a famous tourist site of culture tourism for wine. A total of 430 respondents were conducted and 419 valid samples were received yielding an effective response rate of 92%. Results of SEM showed that novelty significantly and positively impacts perceived value and negatively influences festival satisfaction, while an insignificant impact on word-of-mouth was met. Moreover, positive effect of perceived value on both festival satisfaction and word-of-mouth, as well as festival satisfaction on word-of-mouth were confirmed. In addition, the possible paths to the effects of novelty on word-of-mouth, such as ＂novelty → perceived value → word-of- mouth＂, ＂novelty → festival satisfaction → word-of-mouth＂, ＂novelty → perceived value → festival satisfaction → word-of-mouth＂ were verified based on the model of ＂cognition-emotion-attitude-intention＂. Managerial implications regarding industrial tourism and word-of-mouth marketing were drawn based on the research findings, and suggestions for future researchers were presented.

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