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王天雨
連智華
商學院
工商管理碩士學位(MBA)課程(中文學制)
碩士
2023
房車旅遊動機對遊客重游意願的影響研究 : 以地方依戀為調節變數
The Impact of Recreation Vehicle Tourism Motivation on Tourists' Willingness to Revisit: A Moderated by Place Attachment
房車旅遊動機 ; 滿意度 ; 地方依戀 ; 重遊意願
RV tourism ; Satisfaction ; Place attachment ; Willingness to revisit
公開日期：17/5/2027
在當今社會，旅遊已成為人們休閒娛樂的重要方式之一。隨著旅遊出行多樣化的不斷發展，房車逐漸成為旅遊業的新趨勢，受到廣大旅遊者的青睞。然而，如何提高房車營地旅遊消費並激發旅遊者的重遊意願，成為了本研究的核心議題。本文以動機理論、期望理論和社會認同理論為理論基礎，構建了房車旅遊消費者重遊意願理論模型，主要探討旅遊動機和重遊意願間的影響機制，考察滿意度的中介效應，引入地方依戀後的調節效應。為驗證論文假設，本研究採用實證研究方法，在北京星7天房車露營基地等地發放了調查問卷，共收集了321份有效問卷。運用SPSS22.0和AMOS24.0資料處理軟體並進行實證分析，主要包括描述性統計分析、信效度分析、驗證性因數分析、相關性分析、結構方程模型分析等。研究表明：房車旅遊消費者的旅遊動機對重遊意願產生顯著正向影響；旅遊動機通過消費者滿意度的中介作用促進其重遊意願；地方依戀在滿意度與重遊意願間發揮著調節作用，以此驗證了研究假設。最後本文根據研究結果給出了提高消費者滿意度、強化消費者地方依戀和其他提高重遊意願的策略建議。
With the diversification of tourism, tourism has become one of the important leisure and entertainment for people .Recreation Vehicle（RV） has gradually become a new trend in tourism and is favored by tourists However, how to improve the tourism consumption of RV camp and stimulate tourists' willingness to revisit has become the core issue of this study. Based on the motivation theory, expectancy theory and social identity theory, this paper constructs a theoretical model of RV consumers' willingness to revisit，mainly discusses the influencing mechanism between tourism motivation and repeat visit intention, investigates the mediating effect of satisfaction, and introduces the moderating effect of place attachment. With the aim of the hypothesis of this paper, this study adopts an empirical research method, and distributes questionnaires to Beijing SUNDAY RV camping base, collecting a total of 321 valid questionnaires. SPSS22.0 and AMOS24.0 data processing software are used for empirical analysis, mainly including descriptive statistical analysis, reliability and validity analysis, etc. The research shows that: RV consumers' tourism motivation has a significant positive impact on repeat visit intention; tourism motivation promotes repeat visit intention through the mediating effect of consumer satisfaction; place attachment plays a moderating role between satisfaction and repeat visit intention, thus verifying the research hypothesis. Finally, based on the research results, this paper gives some suggestions to improve consumer satisfaction, strengthen consumers' place attachment and other strategies to improve the willingness to return.
2024
中文
104
致 謝 I
摘 要 II
Abstract III
圖目錄 VII
表目錄 VIII
第一章 緒 論 1
1.1 研究背景 1
1.2 研究意義 3
1.2.1 理論意義 3
1.2.2 實踐意義 4
1.3 研究目標 5
1.4 研究創新點 6
1.5研究框架 6
第二章 文獻綜述 9
2.1 理論基礎 9
2.1.1 動機理論 9
2.1.2 期望理論 11
2.1.3 社會認同理論 12
2.2 核心概念界定 13
2.2.1旅遊動機 13
2.2.2滿意度 15
2.2.3地方依戀 17
2.2.4 重遊意願 18
2.3旅遊動機的維度 20
2.3.1學習娛樂動機 22
2.3.2 求新求異動機 22
2.4地方依戀的維度 23
2.4.1地方依賴 24
2.4.2地方認同 25
2.5 旅遊動機與遊客重遊意願的影響機制 26
2.6旅遊動機、滿意度與遊客重遊意願 27
2.7地方依戀的調節作用 28
2.8研究述評 30
第三章 研究設計與方法 33
3.1研究假設與理論模型 33
3.1.1研究假設 33
3.1.2理論模型 37
3.2研究方法 37
3.2.1文獻分析法 37
3.2.2問卷調查法 38
3.2.3定量研究法 39
3.3研究對象 39
3.4抽樣與調查實施 40
3.5變數測量 41
3.5.1旅遊動機的測量 42
3.5.2滿意度的測量 44
3.5.3 地方依戀的測量 44
3.5.4重遊意願的測量 46
第四章 資料分析與檢驗 48
4.1 描述性統計分析 48
4.1.1樣本概況分析 48
4.1.2描述性統計分析 50
4.2信度分析 52
4.3探索性因數分析 54
4.4驗證性因數分析 58
4.4.1收斂效度 60
4.4.2區分效度 61
4.5相關性分析 63
4.6主效應路徑分析 65
4.7中介作用分析 67
4.8調節效應分析 69
4.9結構方程模型 73
第五章 結論與建議 76
5.1研究結論與討論 76
5.2研究啟示與建議 79
5.2.1研究啟示 79
5.2.2 發展建議 79
5.3研究局限與展望 82
參考文獻 84
作者簡歷 101
附 錄 102
摘 要 II
Abstract III
圖目錄 VII
表目錄 VIII
第一章 緒 論 1
1.1 研究背景 1
1.2 研究意義 3
1.2.1 理論意義 3
1.2.2 實踐意義 4
1.3 研究目標 5
1.4 研究創新點 6
1.5研究框架 6
第二章 文獻綜述 9
2.1 理論基礎 9
2.1.1 動機理論 9
2.1.2 期望理論 11
2.1.3 社會認同理論 12
2.2 核心概念界定 13
2.2.1旅遊動機 13
2.2.2滿意度 15
2.2.3地方依戀 17
2.2.4 重遊意願 18
2.3旅遊動機的維度 20
2.3.1學習娛樂動機 22
2.3.2 求新求異動機 22
2.4地方依戀的維度 23
2.4.1地方依賴 24
2.4.2地方認同 25
2.5 旅遊動機與遊客重遊意願的影響機制 26
2.6旅遊動機、滿意度與遊客重遊意願 27
2.7地方依戀的調節作用 28
2.8研究述評 30
第三章 研究設計與方法 33
3.1研究假設與理論模型 33
3.1.1研究假設 33
3.1.2理論模型 37
3.2研究方法 37
3.2.1文獻分析法 37
3.2.2問卷調查法 38
3.2.3定量研究法 39
3.3研究對象 39
3.4抽樣與調查實施 40
3.5變數測量 41
3.5.1旅遊動機的測量 42
3.5.2滿意度的測量 44
3.5.3 地方依戀的測量 44
3.5.4重遊意願的測量 46
第四章 資料分析與檢驗 48
4.1 描述性統計分析 48
4.1.1樣本概況分析 48
4.1.2描述性統計分析 50
4.2信度分析 52
4.3探索性因數分析 54
4.4驗證性因數分析 58
4.4.1收斂效度 60
4.4.2區分效度 61
4.5相關性分析 63
4.6主效應路徑分析 65
4.7中介作用分析 67
4.8調節效應分析 69
4.9結構方程模型 73
第五章 結論與建議 76
5.1研究結論與討論 76
5.2研究啟示與建議 79
5.2.1研究啟示 79
5.2.2 發展建議 79
5.3研究局限與展望 82
參考文獻 84
作者簡歷 101
附 錄 102
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