影響『豪華露營場』露客忠誠度的決定因素探討

Determinants of glampers' loyalty in Taiwan

林莉萍(Li-Pin Lin)；謝文凱(Wen-Kai Hsieh)；許哲睿(Che-Jui Hsu)

露營 ； 豪華露營 ； 計畫行為理論 ； 再遊 ； 推薦 ； 忠誠度 ； camping ； glamping ； TPB ； revisit ； recommendation ； loyalty

觀光旅遊研究學刊

16卷2期（2021 / 12 / 01）

1 - 22

繁體中文

「豪華露營」（glamping）是國際上一種新興和另類的戶外遊憩和旅宿型態，在台灣地區引進和較高度的發展也是近三年間的事，然而對於「豪華露營」應該具備的條件和基本內涵各國的發展不一而足，由於在經營上屬於新興產業，更需要有實證上的研究以確認消費者的認知與偏好，進而能提供經營者在管理與行銷上具引導性和健全發展性的參考，然而，國際間在這方面的實證研究非常有限，為了補足這樣的研究缺口，本研究針對台灣北部和中部二個較為知名且具有「豪華露營」特色的場域進行經營者的質性訪談後，再利用TPB（計畫行為）理論建構出研究模型，針對該場域的顧客進行實地問卷調查，以蒐集其對於該場域內的設施、環境、滿足個人需求、符合個人動機、活動的限制、親友的社會壓力等感知資料，經過假設驗證後發現，顧客對於場域的環境和如何滿足個人需求的態度會顯著影響其忠誠度的行為意圖，而對「豪華露營」的「主觀規範」及場所的「知覺行為控制」之於消費者的忠誠度影響則較為薄弱。以上發現能提供給「豪華露營」場域之經營者，作為其場域發展和經營行銷上的重要參考，以使這種特殊的戶外休憩活動在台灣能有健全和永續的發展。

Glamping has been emerging as an alternative type of outdoor recreation and lodging in many countries in the recent years. In Taiwan, it is noted that glamping has been introduced and rapidly developed since 3 years ago. When the development is relatively in a rapid manner, the definition and customers' perceptions all over the world are very diversified. Particularly, the industry, getting noticed and attractive for the young generations of camping participants will demand suggestions and findings of empirical studies. The relevant research is unfortunately scarce. Targeting this research gap, the current study conducted qualitative interviews with mangers of two well-known glamping sites and employed the TPB model to analyzed customers' information via questionnaire surveys. The researchers found customers' attitudes regarding the environmental features of the site and how it met customers' demands on outdoor activities were significant predictors of their loyalties. However, the subject norm and perceived behavior control were relatively less important determinants. The findings are expected to provide references for the developers and managers of sites of this kind in their glamping marketing and management.

1. 林莉萍,黃筱茜,曾靖宇,羅健文(2017)。遊艇俱樂部潛在會員購買俱樂部服務的影響因子研究。觀光旅遊研究學刊，12(1)，53-73。
   連結：
2. 郭彰仁(2019)。露營者露營行為模式—應用計畫行為理論。戶外遊憩研究，32(4)，55-89。
   連結：
3. 楊文廣,楊欽城,曾怡喬,林雅晨(2015)。露營的吸引力、遊憩體驗、滿意度對重遊意願之影響研究。運動休閒管理學報，12(4)，55-72。
   連結：
4. 蔡玲瓏,黃靖雯(2019)。露營者親子互動與幸福感關係之研究:休閒效益之中介效果。運動休閒管理學報，16(4)，1-22。
   連結：
5. 台灣好新聞，(2018)。觀光局公布第 3 波露營場盤點 555 家違規，違反區域計畫法居多。下載日期 April. 1, 2021. https：//tw.news.yahoo.com/。
6. Ajzen, I.(1991).The theory of planned behavior.Organizational Behavior and Human Decision Processes,50(2),179-211.
7. Ajzen, I.,Driver, B. L.(1991).Prediction of leisure participation from behavioral, normative, and control beliefs: An application of the theory of planned behavior.Leisure Sciences,13,185-204.
8. Armitage, C. J.,Conner, M.(2001).Efficacy of the theory of planned behavior: A meta-analytic review.British Journal of Social Psychology,40,471-499.
9. Bamberg, S.,Möser, G.(2007).Twenty years after Hines, Hungerford, and Tomera: A new meta-analysis of psycho-social determinants of pro-environmental behavior.Journal of Environmental Psychology,27,14-25.
10. Brooker, E.,Joppe, M.(2013).Trends in camping and outdoor hospitality? An international review.Journal of Outdoor Recreation and Tourism,3,1-6.
11. CCG. (2020). North American camping and the effects of COVID-19. Sponsored by Kampgrounds of America. https://koa.com/north-american-camping-report/.
12. Chen, C.-F.,Chen, F.-S.(2010).Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists.Tourism Management,31,29-35.
13. Chen, C.-F.,Tsai, M.-H.(2008).Perceived value, satisfaction, and loyalty of TV travel product shopping: Involvement as a moderator.Tourism Management,29,1166-1171.
14. Chen, N.,Dwyer, L.,Firth, T.(2015).Factors influencing Chinese students’ behavior in promoting Australia as a destination for Chinese outbound travel.Journal of Travel & Tourism Marketing,32(4),366-381.
15. Craig, C. A.(2019).The Weather-Proximity-Cognition (WPC) framework: A camping, weather, and climate change case.Tourism Management,75,340-352.
16. Craig, C.A.(2020).Camping, glamping, and coronavirus in the United States.Annals of Tourism Research
17. Dolnicar, S.,Zare, S.(2020).COVID-19 and Airbnb—Disrupting the disruptor.Annals of Tourism Research
18. Dorofeeva A.R.(2020).Glamping in Russia: relevance and development prospects.Human Progress,6,2.
19. Filipe, S.,Santos, C.A.,Barbosa, B.(2018).Tourists’ motivations and obstacles forchoosing glamping: an exploratory study.CBU Int. Conf. Proc,6,113-119.
20. Gallarza, M.G.,Saura, R.G.(2006).Value dimensions, perceived value, satisfaction and loyalty: an investigation of university students' travel behaviour.Tourism Management,27(3),437-452.
21. GLAMP.COM (2019).What is glamping? Travel that transforms you. Retrieved on April 2, 2021. https：//www.glamping.com/what-is-glamping/.
22. Han, H.(2015).Travelers' pro-environmental behavior in a green lodging context: Converging value-belief-norm theory and the theory of planned behavior.Tourism Management,47,164-177.
23. Han, H.,Kim, Y.(2010).An investigation of green hotel customers’' decision formation: Developing an extended model of the theory of planned behavior.Internaitonal Journal of Hospitality Management,29,659-668.
24. Hardeman, W.,Johnston, M.,Johnston, D.,Bonetti, D.,Wareham, N.,Kinmonth, A.L.(2002).Application of the theory of planned behavior in behavior change interventions: A systematic review.Psychology & Health,17,123-158.
25. Hassell, S.,Moore, S.,Macbeth, J.(2015).Exploring the motivations, experiences and meanings of camping in national parks.Leisure Sciences,37,269-287.
26. Jung, K. H. (2019, May 27). Luxury hotels and resorts offer all‐inclusive glamping packages. Tourtimes. Retrieved on April 2, 2021.http://www.tourtimes.net/95840
27. Kampgrounds of America KOA n.d., The 2018 Nord America Camping Report. Retrieved on April 2, 2021. https://koa.com/north-american-camping-report/#lp-findings
28. Kapalan, S.,Manca, F.,Nielsen, T. A. S.,Prato, C. G.(2015).Intentions to use bikesharing for holiday cycling: An application of the theory of planned behavior.Tourism Management,47,34-46.
29. Kline, R. B.(2005).Principles and practice of structural equation modeling.Guilford Press.
30. Kumar, P.(2002).The impact of performance, cost, and competitive considerations on the relationship between satisfaction and repurchase intent in business markets.Journal of Service Research,5(1),55-68.
31. Lai, I. K. W.(2014).The role of service quality, perceived value, and relationship quality in enhancing customer loyalty in the travel agency sector.Journal of Travel & Tourism Marketing,31(3),417-442.
32. Lee, J.,Kyle, G.,Scott, D.(2012).The mediating effect of place attachment on the relationship between festival satisfaction and loyalty to the festival hosting destination.Journal of Travel Research,51(6),754-767.
33. Lee, W.S.,Lee, J.-K.,Moon, J.(2019).Influential attributes for the selection of luxury camping: a mixed-logit method.J. Hosp. Tour Manage,40,88-93.
34. Lin, L.-P.,Huang, S.-C.(2018).Modeling Chinese post-90s’ tourism loyalty to the ex-rival state using the perceived value approach.Tourism and Hospitality Management,24(1),23-40.
35. Lin, L.-P.,Yu, C.Y.,Chang, F.-C.(2018).Determinants of CSER practices for reducing Greenhouse Gas emissions: From the perspectives of administrative managers in tour operators.Tourism Management,64,1-12.
36. Lu, J.,Wang, X.,Dai, Z.,Chen, G.,Feng, Y.(2021).Antecedents of customer WOM in glamping: The critical role of original ecology.International Journal of Hospitality Management,95,102919.
37. Lyu, S.O.,Kim, J.‐W.,Bae, S.W.(2020).Family vacationers' willingness to pay for glamping travel sites: A family functioning segmentation.Int J Tourism Res,22,155-167.
38. McFarlane, B. L.(2004).Recreation specialization and site choice among vehicle-based campers.Leisure Sciences,26,309-322.
39. Milohnić, I,Bonifačić, J.C.,Licul, I.(2019).Transformation of clamping into glamping Trends and perspective.Tourism in Southern and Eastern Europe,5,457-473.
40. Moghimehfar, F.,Halpenny, E. A.,Walker, G. J.(2018).Front-country campers’ constraints, negotiation and pro-environment behavioral intention: An extension to the Theory of Planned Behavior.Leisure Sciences,40(3),174-193.
41. Oliver, R. L.,Swan, J.E.(1989).Consumer perceptions of interpersonal equality and satisfaction in transactions: A field survey approach.Journal of Marketing,53(2),21-35.
42. Simpson, P.,Siguaw, J.(2008).Destination word of mouth: The role of traveler type, residents and identity salience.Journal of Travel Research,47(2),167-182.
43. Song, H.,Hsu, C.H.C.(2013).The Image of Taiwan as a Travel Destination: Perspectives from Mainland China.Journal of Travel & Tourism Marketing,30(3),253-271.
44. Zhang, H.,Fu, X.,Cai, L. A.,Lu, L.(2014).Destination image and tourist loyalty: A metaanalysis.Tourism Management,40,213-223.
45. 賴若函，(2020)。全民瘋露營：營地怎麼找？有哪些要注意？露營新手不可不知的４大重點，11 月 2 日。下載日期 April. 1, 2021. https://www.cheers.com.tw/article/article.action?id=5098086.