2024臺灣國際蘭展遊客觀光意象、滿意度及重遊意願之關係研究

A Study on the Relationship among Sightseeing Image, Tourist Satisfaction and Intention to Visit at the 2024 Taiwan International Orchid Exhibition

陳春安(Chun-An Chen)；楊蓓涵(Pei-Han Yang)

蘭展 ； 觀光意象 ； 滿意度 ； 重遊意願 ； orchid exhibition ； sightseeing image ； tourist satisfaction ； intention to revisit

資訊與管理科學

17卷1期（2024 / 07 / 30）

23 - 38

繁體中文;英文

本研究旨在了解2024臺灣國際蘭展遊客觀光意象、滿意度及重遊意願之關係。採便利抽樣方式，以參觀2024臺灣國際蘭展的遊客為研究對象，共計獲得337份有效問卷，採用敘述性統計與迴歸分析進行統計分析。研究結果發現：觀光意象正向且顯著影響滿意度與重遊意願，滿意度正向且顯著影響重遊意願，滿意度於觀光意象與重遊意願間具有中介效果。結論：2024臺灣國際蘭展遊客觀光意象、滿意度與重遊意願之關係密切。因此，建議承辦單位透過各種媒體加強宣傳，建立2024臺灣國際蘭展在遊客認知中的良好觀光意象，提升遊客實際參觀2024臺灣國際蘭展的滿意程度，遊客在透過整體感受之評估後，願意向他人推薦且再次參觀2024臺灣國際蘭展。

This study aimed to understand the relationship among sightseeing image, tourist satisfaction and intention to revisit at the 2024 Taiwan International Orchid Exhibition. Convenience sampling was adopted, and tourists who visited the 2024 Taiwan International Orchid Exhibition were used as the research objects. A total of 337 valid questionnaires were obtained. Descriptive statistics and regression analysis were used for statistical analysis. The research results found that: sightseeing image positively and significantly affects tourist satisfaction and intention to revisit, tourist satisfaction positively and significantly affects intention to revisit, and tourist satisfaction has a mediating effect between sightseeing image and intention to revisit. Conclusion: There is a close relationship between sightseeing image, tourist satisfaction and intention to revisit at the 2024 Taiwan International Orchid Exhibition. Therefore, it is recommended that the organizers to strengthen a good tourism image through various media, so as to enhance tourists' satisfaction when they actually visit the 2024 Taiwan International Orchid Exhibition. Through the overall evaluating, tourists willing to recommend it to others and come back to visit the 2024 Taiwan International Orchid Exhibition.