從襲產觀光的觀點探討地方美食　知覺價值與重遊意願之關係

A Study on the Relationships between Perceived Value of Local Gastronomy and Intention of Revisit- the heritage tourism perspective

10.6157/2017.9(1).3

汪芷榆(Chih-Yu Wang)

襲產觀光 ； 網路口碑 ； 知覺價值 ； 重遊意願 ； 地方美食 ； heritage tourism ； electronic word-of-mouth(eWOM) ； perceived value ； Intention of revisit ； local gastronomy

休閒與遊憩研究

9卷1期（2017 / 07 / 01）

91 - 120

繁體中文

以參觀古蹟活動的旅遊型態正在世界各地掀起風潮，而為了滿足遊客對過去生活的好奇心以及獲得懷舊的體驗等需求，襲產觀光被視為一種「商品」。近年來各縣市政府無不精心規劃，紛紛以老街吸引觀光客前往消費；有學者認為遊客是基於懷舊心理、追尋文化根源、體驗過去的生活方式及歸屬感，而前往襲產觀光景點遊玩。本研究針對最近3年內，曾經前往台南進行美食暨襲產觀光之旅遊者做為抽樣對象。試圖瞭解受網路口碑影響之旅遊者，並探討其知覺價值與重遊意願間之關係；因此，本研究之目的為：1.剖析網路口碑與重遊意願間之關係2.了解知覺價值與重遊意願間之關係3.探究知覺價值對網路口碑與重遊意願間之中介效果4.分析受網路口碑影響之旅遊者，其人口統計變項之現況。經由問卷發放，總樣本共計480份，去除無效問卷或未填寫完成者，實際回收有效樣本為41份，回收率86%。利用階層迴歸方法分析，獲得以下實證結果：1.網路口碑與遊客重遊意願間有顯著正向相關。2.網路口碑與遊客知覺價值間有顯著正向相關。3.知覺價值與遊客重遊意願間有顯著正向相關。4.遊客知覺價值對網路口碑與重遊意願間有顯著中介效果。

Packaged tours visiting architectural relics have been thriving all over world. Furthermore, heritage tourism has been seen as a kind of ＂commodity＂ marketed to satisfy the tourists‘ thirst for nostalgic experiences, and their curiosity regarding how people have lived in the past. The recent years have seen local governments at city and county levels carefully mapping out strategies to attract visitors to their old streets. Some members of the academic believe that tourists, who travel to heritage tourism sites, are driven by feelings of nostalgia, pursuit of cultural roots, desire to experience past lifestyles, and a sense of belonging. This study focuses on the tourists who have visited Tainan for gastronomic and heritage travel in the last three years. It tries understanding visitors who were influenced by electronic word-of-mouth as well as exploring the relationship between perceived value and intention of revisit. Consequently, the purpose of this study is: 1. To analyze the relationship between electronic word-of-mouth and intention of revisit; 2. To understand the relationship between perceived value and intention of revisit; 3. To explore the mediation effect of perceived value on electronic word-of-mouth and intention of revisit and; 4. To analyze visitors who are influenced by electronic word-of-mouth, looking at the status of these demographic variables. A total of 480 questionnaires were distributed. Eliminating invalid samples as well as unfilled or incomplete ones, actual valid samples came up to 412; a recovery rate of 86%. Using the hierarchical regression analysis method, the study obtained the following empirical results: 1. There is a positive relationship between electronic word-of-mouth (eWOM) and tourist‘s intention of revisit. 2. There is a positive relationship between electronic word-of-mouth (eWOM) and perceived value of the tourist. 3. There is a positive relationship between perceived value of the tourist and intention of revisit. 4. Perceived value of the tourist has a significant mediation effect on electronic word-of-mouth (eWOM) and intention of revisit.

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