目的地吸引力、地方依附與行為意圖關係之研究－以臺東縣布農部落休閒農場為例

Examining the Relationships of Aboriginal Destination Attractiveness, Place Attachment and Behavior Intention: A Case Study of Bunun Leisure Farm, Taitung

10.6157/2017.9(1).5

江昱仁(Yu-Jen Chiang)；楊蓓涵(Pei-Han Yang)；邱聖光(Sheng-Guang Chiou)

目的地吸引力 ； 地方依附 ； 行為意圖 ； destination attractiveness ； place attachment ； behavior intention

休閒與遊憩研究

9卷1期（2017 / 07 / 01）

155 - 193

繁體中文

原住民文化是臺灣重要資產，有其文化價值和觀光上之吸引力。如何讓遊客透過與原住民觀光地點互動上，在滿足好奇心與一般的愉悅體驗外，也能增進對原住民文化的理解、認同和情感連結，實為一個原住民觀光發展重要的課題。因此，本研究旨在瞭解遊客對原住民觀光地點之目的地吸引力、地方依附與行為意圖的關係。研究對象為布農部落休閒農場之遊客，採問卷調查的方式，回收有效問卷共353份。研究結果顯示，就直接效果而言，目的地核心吸引力與附加吸引力對於地方依賴、地方認同與行為意圖皆有顯著正向影響；目的地核心吸引力路徑負荷量無論對地方依賴、地方認同或行為意圖，皆高於目的地附加吸引力。就間接效果而言，目的地核心與附加吸引力皆可經由地方依賴對行為意圖產生影響。

The study examines a behavioral model using latent variables of destination attractiveness (comprised of core and augmented attractiveness), place attachment(comprised of place dependence and place identity) and behavior intention among visitors in an aboriginal destination. A total of 353 effective questionnaires were collected from the well-known Bunun Leisure Farm, Taitung. The confirmatory factor analysis and structural equation modeling were analyzed using Amos18 for Windows. The empirical results indicate that visitors’ place dependence, place identity and behavior intention are affected by both core and augmented attractiveness. Furthermore, results show that core attractiveness is a stronger predictor of place dependence, place identity and behavior intention compared with augmented attractiveness. In the indirect effect, both core and augmented attractiveness exerts a positive influence on behavioral intention through place dependence. Practical implications and recommendations for further studies are also provided in this study.

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