旅客美感知覺、地方依附與口碑推薦之研究－以日月潭為例

Examining the Relationships among Tourist Aesthetic Perception, Place Attachment and Word-of-mouth Recommendations: A Case of Sun Moon Lake

10.6213/JLRIM.202403_17(1).0001

劉盈嬋(Ying-Chan Liu)

美感知覺 ； 地方依賴 ； 地方認同 ； 口碑推薦 ； 日月潭 ； Aesthetic perception ； Place dependence ； Place identity ； Word-of-mouth Recommendation

休閒產業管理學刊

17卷1期（2024 / 03 / 01）

1 - 16

繁體中文;英文

美感知覺在自然旅遊領域中佔有很重要的角色，然而，過去鮮少有研究從旅客的美感知覺與其影響效果之結果。本研究以日月潭國家風景區的遊客為對象，以旅客美感知覺為前因變數，探討其對地方依附（地方依賴、地方認同）以及口碑推薦的影響。本研究發放400份問卷，有效問卷351份，問卷回收率87.5%，研究結果顯示，旅客美感知覺對地方依賴、地方認同和口碑推薦均有正向且顯著的影響。此外，地方依賴對地方認同產生正向影響，而地方依賴和地方認同皆對口碑推薦有正向且顯著的影響。本研究根據結果提出相關研究結論並提供未來研究建議。

Aesthetic perception plays a crucial role in nature tourism; however, limited research has delved into the influence of tourist aesthetic perception and its consequential effects. This study focuses on tourists visiting the Sun Moon Lake National Scenic Area, using tourist aesthetic perception as the place attachment variable to explore its impact on place dependence, place identity, and word-of-mouth recommendations. A total of 351 valid questionnaires were collected for analysis. The results indicate that tourist aesthetic perception significantly and positively influences place dependence, place identity, and word-of-mouth recommendations. Additionally, place dependence exhibits a positive impact on place identity. Ultimately, both place dependence and place identity significantly contribute to affecting word-of-mouth recommendations. Based on these research findings, the study concludes with relevant insights and suggestions for future research.

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