目的地意象對旅遊品質，知覺價值與遊後行為意圖之影響－以新北市鶯歌陶瓷博物館為例

The Effects of Destination Image on Trip Quality, Perceived Value, and Post-Visit Behavioral Intentions: Evidence from New Taipei City Yingge Ceramics Museum

10.6338/JDA.201602_11(1).0001

林寬裕(Kuanyuh Tony Lin)；李慶華(Ching-Hwa Lee)

結構方程模型 ； 目的地意象 ； 旅遊品質 ； 知覺價值 ； 行為意圖 ； structural equation modeling ； destination image ； trip quality ； perceived value ； behavioral intentions

Journal of Data Analysis

11卷1期（2016 / 02 / 01）

1 - 26

繁體中文

本研究利用結構方程模型（Structure Equation Modeling, SEM）探討遊客對新北市立鶯歌陶瓷博物館的目的地意象對旅遊品質、知覺價值及遊後行為意圖的影響。本研究除了探討旅遊品質對遊後行為意圖的影響，也探討目的地意象對旅遊品質、知覺價值與遊後行為意圖的影響，並探討知覺價值對遊後行為意圖的影響。SPSS 21.0 和Amos 21.0 統計軟體被使用來檢驗上述變數之間的關係。結果顯示目的地意象對遊後行為意圖有最大的影響效果。遊客對某一目的地的正向鮮明意象，則與遊後行為意圖的忠誠度成正向關係。目的地意象也和遊客對旅遊品質的滿意度成正向關係，並透過其知覺感受度而影響遊後行為意圖的忠誠度。因此可以確立目的地意象在目的地行銷的重要性。此外，旅遊品質透過遊客的知覺感受，對遊後行為意圖的間接影響效果大於其本身對遊後行為意圖的直接影響效果。

This study investigates the impact of destination image on trip quality, perceived value, and behavioral intentions by using a structural equation modeling to analyze the questionnaire from the tourists in New Taipei City Yingge Ceramics Museum. Different from the previous museum visitor studies, this study proposes an integrated visitor behavioral model by including destination image and perceived value into the ＂trip quality→behavioral intentions＂ path pattern. SPSS (ver. 21.0) and Amos (ver. 21.0) are employed to examine the relationships among all variables. The results show that destination image has the most important effect on behavioral intentions. Destination image not only has a positive and direct effect on behavioral intentions, but also has a positive and indirect effect, through the trip quality and perceived value, on behavioral intentions. The role of destination image as a key factor in destination marketing is thus confirmed. In addition, the indirect effect of trip quality, through the perceived value, on behavioral intentions is stronger than the direct effect of trip quality on behavioral intentions.

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