旅遊動機、體驗價值與重遊意願之研究－以鹿港遊客為實證

Exploration of Travel Motivation, Experiential Value and Revisiting Willingness-A Case Study based on Lu-Kang

10.6213/JLRIM.2014.7(2)4

劉泳倫(Yung-Lun Liu)；謝龍發(Lung-Far Hsih)

旅遊動機 ； 體驗價值 ； 重遊意願 ； Travel Motivation ； Experiential Value ； Willingness To Revisit

休閒產業管理學刊

7卷2期（2014 / 09 / 01）

75 - 96

繁體中文

本研究目的在探討遊客旅遊動機、體驗價值對重遊意願之影響，以鹿港遊客為研究對象，採便利抽樣方式進行，共發出600份問卷，得到有效問卷542份，以描述性統計、項目分析、因素分析、皮爾森積差相關、多元迴歸進行統計分析，研究結果發現：1.遊客前往鹿港品嚐當地美食小吃為主要動機；2.遊客以認識古蹟建築最具有體驗價值；3.鹿港遊客的重遊意願以會再次光臨為最高；4.旅遊動機、體驗價值與重遊意願呈現正相關；5.旅遊動機、體驗價值對重遊意願具有影響力。根據分析結果，本研究不僅對主管單位提出建議，亦對後續研究者提供後續研究方向。

The purpose of this study was to examine the correlation of the travel motivation, experiential value and behavioral intention. The subjects of this research were the tourists visited at Lu-Kang. The systematic sampling method was used, we issued a total of 600 questionnaires, and 542 efficacious questionnaires were collected. For the data analysis, we used descriptive analysis, Pearson product-moment correlation and stepwise multiple regression analyses. The results are as follows: 1) Tourists’ main motivation was to taste local specialty snacks. 2) The historical building was the most experiential value. 3) The visitors showed a strong willingness to revisit. 4) According to the correlation analysis, travel motivation and experiential value are positive with willingness to revisit. 5) Travel motivation and experiential value have significant influence on the prediction of the willingness to revisit. Based on above findings, this study therefore provides some practical suggestions for operator and program managers; it also offers a specific orientation for academics to conduct future researches.

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