Study on the Correlation between Memorable Tourism Experiences of Recreational Fisheries and After-Travel Behavior

休閒漁業難忘旅遊體驗與遊後行為關聯之研究

10.6157/ALRR.201807_10(1).0005

鍾政偉(Cheng-Wei,Chung)；曾宗德(Tzong-Der,Tzeng)；劉嘉麒(Chia-Chi,Liu)

Memorable tourism experiences ； Satisfaction ； Loyalty ； Virtual community knowledge sharing ； Recreational fisheries ； 難忘旅遊體驗 ； 滿意度 ； 忠誠度 ； 虛擬社群知識分享 ； 休閒漁業

休閒與遊憩研究

10卷1期（2018 / 07 / 01）

137 - 181

英文

Recreational fisheries developed have outstanding characteristics and novelty in Taiwan, which leads to unique experiences and memories for tourists. Based on the destination attributes of MTEs (DAMTEs) and memorable tourism experiences (MTEs), the purpose of this study is to explore the factors of memorable recreational fisheries experiences and the effect of after-travel behavior, includes satisfaction, loyalty, and virtual community knowledge sharing. The main subjects are the tourists who participated in the package tours of Erjen River Recreational Fishing in Taiwan. This study collects a total of 429 valid questionnaires. Research findings shows that destination attributes positive significantly influence memorable tourism experiences; for tourists, among the memorable tourism experience factors of recreational fisheries, Meaningfulness is the most important, and it positive significantly influences satisfaction and virtual community knowledge sharing; satisfaction and loyalty also positive significantly influence virtual community knowledge sharing. Finally, this study proposes managerial implications and future research directions.

近年來，由於政策提倡與產業轉型，休閒漁業在休閒遊憩活動上越來越受到大眾的重視，因此，發展出的休閒漁業活動也非常的具有特色與新奇，讓遊客留下特殊的經驗與回憶。本研究主要目的是探討休閒漁業難忘體驗的因素以及遊後行為影響效果。基於難忘旅遊體驗目的地屬性（DAMTEs）與難忘旅遊體驗（MTEs）模型進行模型建構進行研究，進而探討對於滿意度、忠誠度與虛擬社群知識分享的影響效果。本研究以參與高雄市二仁溪休閒漁業套裝旅遊行程的遊客為主要之研究對象，共收集429份有效問卷。研究結果顯示，目的地屬性會正向顯著影響難忘旅遊體驗；而遊客對於休閒漁業的難忘旅遊體驗因素以意義性為最重要，並會正向顯著影響滿意度與虛擬社群知識分享；滿意度與忠誠度亦會正向顯著影響虛擬社群知識分享。最後，本研究提出管理意涵與未來研究方向給予學術界與實務界參考建議。

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