The Study of Tourist Intention on Ecotourism: In the Case of Can Gio Mangrove Biosphere Reserve, Vietnam

遊客對生態旅遊意向之研究：以越南吉奧紅樹林生物圈保護區為例

範泰山(Thai-Son Pham)；陳宏斌(Hung-Bin Chen)

吉奧 ； 行為意圖 ； 生態旅遊 ； Can Gio ； Behavior Intention ； Ecotourism

島嶼觀光研究

8卷3期（2015 / 09 / 01）

23 - 46

英文

近年來旅遊業一直不斷的成長，成為世界各國主要的經濟來源。越南的旅遊業發展已有很長的時間，近年來生態旅遊的興起與其帶來的作用，使當地旅遊業能更朝永續經營方向發展。本研究目的是探討遊客在越南吉奧紅樹林生態保護區公園（CMBR）進行生態旅遊旅後，其對景點意象、地方依戀、滿意度、忠誠度和重遊意願之因果關聯。本研究模型以SPSS18.0進行測試，取得有效樣本468份。並將此研究調查分析結果，提供給相關管理單位及當地政府、投資者及在地居民。研究結果顯示，旅遊景點意象、地方依戀、遊客滿意度、忠誠度和遊客重遊意願都有正向關係，對生態旅遊發展有顯著的影響。特別是景點意象對遊客滿意度、忠誠度，以及地方依戀對重遊意願有顯著的影響關係。此外，地方依戀是提高遊客滿意度和重遊意願的主要因素，亦為開發生態旅遊的重要因素之一。

In recent years, tourism industry has been growing and keeping important role in the economies of the countries in the world. Along with that, ecotourism has gradually asserted its role to be a model of sustainable tourism, and attached to the long term development of local. The objective of this research is to determine the impact of destination image, place attachment, tourists’ satisfaction, tourists' loyalty and their revisit intention on ecotourism and the relationships of these. The model was tested on a sample of Can Gio Mangrove Biosphere Reserve Park (CMBR), resulting with 468 usable questionnaires on which statistical analysis was performed. Then, data will be analyzed through SPSS 18.0. The results reveal that there are close relationships among these factors and these relationships have significantly imparts on the development of ecotourism. In particular, destination image has significant influences on tourists' satisfaction, tourists' loyalty, place attachment and their revisit intention. In addition, place attachment is one of the important factors to improve satisfaction and revisit intention of tourist, develop ecotourism, research implications.

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