本校學位論文庫
CITYU Theses & Dissertations
論文詳情
袁畅
LiuTing Yao
國際旅遊與管理學院
國際酒店管理碩士學位課程(中文學制)
碩士
大同市黃花旅遊體驗如何影響遊客重遊意願
Impact of Datong Yellow Flower TourismExperience on Tourists' Re-visit Intention
目的地感知屬性 ; 難忘的旅遊體驗 ; 情感反應 ; 行為意圖
Destination awareness attribute ; An unforgettable travel experience ; Emotional response ; Behavioral intention
本研究旨在通過結構方程模型（SEM）驗證目的地感知屬性（包括自然環境、文化資源、服務品質與基礎設施）、難忘的旅遊體驗、情感反應與最終行為意圖之間的因果關係。特別地，本研究關注情感反應在旅遊體驗與行為意圖之間的仲介作用，探索如何通過情感影響遊客的行為決策，進而推動旅遊目的地的品牌建設與口碑傳播。通過檢驗這些關係，本研究希望為旅遊管理實踐提供理論支持和實務建議，幫助提升遊客的重遊意向和推薦意圖。為了驗證上述關係，本研究採用了結構方程模型（SEM）進行數據分析。研究樣本來自 309 名遊客，通過問卷調查收集了有關遊客對目的地感知屬性、旅遊體驗、情感反應和行為意圖的自評數據。通過AMOS 軟件進行 SEM 分析，研究探討了目的地感知屬性對難忘旅遊體驗的影響、旅遊體驗對情感的影響，以及情感反應如何在旅遊體驗與行為意圖之間發揮仲介作用。此外，為了進一步驗證模型的穩健性，本研究還使用了 Bootstrap 方法進行了仲介效應的檢驗。研究結果表明，目的地的感知屬性，包括自然環境、文化資源、服務品質和基礎設施，均對難忘的旅遊體驗產生了顯著的正向影響。難忘的旅遊體驗進一步激發了遊客的情感反應，並通過情感反應顯著影響遊客的重遊意向和推薦意向。特別是，情感反應在旅遊體驗與行為意圖之間起到了重要的仲介作用，驗證了情感在遊客決策過程中不可忽視的作用。最終，研究結果為旅遊目的地管理者提供了提高遊客滿意度、增強情感聯結以及通過情感提升遊客忠誠度的實踐策略。
The purpose of this study is to verify the causal relationship between destination perceived attributes (including natural environment, cultural resources, service quality and infrastructure), memorable tourism experiences, emotional responses and ultimate behavioral intentions through structural equation modeling (SEM). In particular, this study focuses on the mediating role of emotional response between travel experience and behavioral intention, and explores how to influence tourists' behavioral decisions through emotion, so as to promote the brand building and word-of-mouth communication of tourist destinations. By examining these relationships, this study hopes to provide theoretical support and practical suggestions for tourism management practice, and help improve tourists' re-visit intention and recommendation intention.In order to verify the above relationship, the structural equation model (SEM) was used to analyze the data. The sample of the study was 500 tourists, and self-rating data on tourists' perceived attributes of the destination, travel experience, emotional response and behavioral intention were collected through questionnaires. Through the SEM analysis using AMOS software, this study explores the influence of destination perception attributes on unforgettable travel experience, the influence of travel experience on emotion, and how emotional response plays a mediating role between travel experience and behavioral intention. In addition, in order to further verify the robustness of the model, the Bootstrap method was also used to test the mediator effect.The results show that the perceived attributes of a destination, including natural environment, cultural resources, service quality and infrastructure, have a significant positive impact on unforgettable travel experiences. Unforgettable travel experience further stimulates tourists' emotional response, and significantly influences tourists' re-visit intention and recommendation intention through emotional response. In particular, emotional response plays an important intermediary role between tourist experience and behavioral intention, which verifies the non-negligible role of emotion in tourist decision-making process. Finally, the research results provide practical strategies for tourism destination managers to improve tourist satisfaction, enhance emotional connection and enhance tourist loyalty through emotion.
2025
中文
69
執行摘要.................................................................................................. II
Executive Abstract............................................................................ IV
目 錄.......................................................................................................VI
圖目錄....................................................................................................... X
表目錄......................................................................................................XI
第一章 緒 論.............................................................................................1
1.1 研究背景....................................................................................... 1
1.2 研究目的....................................................................................... 3
1.3 研究問題....................................................................................... 4
1.4 研究過程....................................................................................... 6
第二章 文獻綜述.....................................................................................7
2.1 SOR 理論....................................................................................... 7
2.1.1 SOR 理論的基本構成.........................................................7
2.1.2 SOR 理論在旅遊研究中的應用.........................................9
2.2 目的地感知屬性（PDA）.........................................................10
2.2.1 目的地感知屬性對旅遊體驗的影響................................11
2.2.2 目的地感知屬性對情感反應的影響................................11
2.2.3 目的地感知屬性在旅遊研究中的應用........................... 12
2.2.4 基礎設施在目的地感知中的重要性............................... 13
2.3 旅遊體驗（MTE）.................................................................... 13
2.3.1 旅遊體驗的定義與維度...................................................13
2.3.2 旅遊體驗對情感反應和滿意度的影響.......................... 14
2.3.3 旅遊體驗在旅遊研究中的應用.......................................15
2.4 情感反應（EMO）....................................................................16
2.4.1 情感反應的定義與測量...................................................16
2.4.2 情感反應對滿意度和重遊意願的影響.......................... 17
2.4.3 情感反應在旅遊研究中的應用.......................................17
2.5 滿意度（SAT）..........................................................................18
2.5.1 滿意度的定義與測量.......................................................18
2.5.2 滿意度對重遊意願的影響...............................................19
2.5.3 滿意度在旅遊研究中的應用...........................................19
2.6 重遊意願（ITR）...................................................................... 20
2.6.1 重遊意願的定義與測量...................................................20
2.6.2 重遊意願的影響因素.......................................................21
2.6.3 重遊意願在旅遊研究中的應用.......................................21
2.7 SOR 模型概述.......................................................................... 22
第三章 研究方法及設計.....................................................................23
3.1 概念模型與研究假設.................................................................23
3.1.1 研究假設........................................................................... 23
3.1.2 概念模型........................................................................... 24
3.2 案例地和抽樣方法.....................................................................25
3.3 問卷設計..................................................................................... 26
3.4 預調研......................................................................................... 27
1. 預調研目的：........................................................................28
2. 預調研實施：........................................................................28
3. 預調研結果與調整：............................................................28
第四章 結果與討論..............................................................................30
4.1 預調研......................................................................................... 30
4.2 主調研......................................................................................... 32
4.2.1 社會人口概況...................................................................32
4.2.2 因素分析........................................................................... 34
4.3 主調研信度分析..........................................................................38
4.3.1 目的地感知屬性量表信度檢驗.......................................38
4.3.2 情感反應量表信度檢驗...................................................39
4.3.3 旅遊體驗感表信度檢驗...................................................39
4.3.4 滿意度量表信度檢驗.......................................................40
4.3.5 重遊意向量表信度檢驗...................................................41
4.4 主調研效度分析.........................................................................42
4.4.1 目的地感知屬性量表效度分析.......................................42
4.4.2 情感反應量表效度分析...................................................43
4.4.3 旅遊體驗量表效度分析...................................................44
4.4.4 滿意度量表效度分析.......................................................44
4.4.5 旅遊意向量表效度分析...................................................45
4.5 結構分析..................................................................................... 46
4.6 仲介效應檢驗.............................................................................47
4.7 假設檢驗..................................................................................... 49
第五章 結論與展望..............................................................................51
5.1 研究結論...................................................................................... 51
5.2 理論意義..................................................................................... 54
5.3 實踐意義..................................................................................... 55
5.4 仲介作用的理論說明.................................................................56
5.5 局限性和未來研究.....................................................................58
參考文獻................................................................................................ 60
作者簡歷................................................................................................ 66
附錄......................................................................................................... 67
圖 1 研究過程圖......................................................................................6
圖 2 概念模型圖...................................................................................25
圖 3 模型路徑分析圖..........................................................................50
表 1 SOR 理論基本構成量表............................................................. 9
表 2 目的地感知屬性量表................................................................ 10
表 3 各題對應編碼表......................................................................... 27
表 4 預調研探索性因數分析結果....................................................31
表 5 基本資訊特徵分佈表................................................................ 32
表 6 因數分析結果表......................................................................... 34
表 7 判別效度檢驗.............................................................................. 36
表 8 目的地感知屬性信度檢驗表....................................................38
表 9 目的地感知屬性量表專案整體統計量..................................38
表 10 情感反應檢驗表...................................................................... 39
表 11 情感反應量表專案整體統計量.............................................39
表 12 旅遊體驗信度驗表.................................................................. 39
表 13 旅遊體驗量表專案整體統計量.............................................40
表 14 滿意度信度檢驗表.................................................................. 40
表 15 滿意度量表專案整體統計量.................................................40
表 16 重遊意向檢驗表...................................................................... 41
表 17 重遊意向量表專案整體統計量.............................................42
表 18 目的地感知屬性量表 KMO 與 Bartlett 檢驗................. 42
表 19 情感反應量表 KMO 與 Bartlett 檢驗.............................. 43
表 20 旅遊體驗量表 KMO 與 Bartlett 檢驗.............................. 44
表 21 滿意度量表 KMO 與 Bartlett 檢驗.................................. 44
表 22 旅遊意向量表 KMO 與 Bartlett 檢驗.............................. 45
表 23 模型整體擬合度指標.............................................................. 46
表 24 仲介效應檢驗結果（Bootstrap = 5000 次）.................48
表 25 假設檢驗結果........................................................................ 49
Executive Abstract............................................................................ IV
目 錄.......................................................................................................VI
圖目錄....................................................................................................... X
表目錄......................................................................................................XI
第一章 緒 論.............................................................................................1
1.1 研究背景....................................................................................... 1
1.2 研究目的....................................................................................... 3
1.3 研究問題....................................................................................... 4
1.4 研究過程....................................................................................... 6
第二章 文獻綜述.....................................................................................7
2.1 SOR 理論....................................................................................... 7
2.1.1 SOR 理論的基本構成.........................................................7
2.1.2 SOR 理論在旅遊研究中的應用.........................................9
2.2 目的地感知屬性（PDA）.........................................................10
2.2.1 目的地感知屬性對旅遊體驗的影響................................11
2.2.2 目的地感知屬性對情感反應的影響................................11
2.2.3 目的地感知屬性在旅遊研究中的應用........................... 12
2.2.4 基礎設施在目的地感知中的重要性............................... 13
2.3 旅遊體驗（MTE）.................................................................... 13
2.3.1 旅遊體驗的定義與維度...................................................13
2.3.2 旅遊體驗對情感反應和滿意度的影響.......................... 14
2.3.3 旅遊體驗在旅遊研究中的應用.......................................15
2.4 情感反應（EMO）....................................................................16
2.4.1 情感反應的定義與測量...................................................16
2.4.2 情感反應對滿意度和重遊意願的影響.......................... 17
2.4.3 情感反應在旅遊研究中的應用.......................................17
2.5 滿意度（SAT）..........................................................................18
2.5.1 滿意度的定義與測量.......................................................18
2.5.2 滿意度對重遊意願的影響...............................................19
2.5.3 滿意度在旅遊研究中的應用...........................................19
2.6 重遊意願（ITR）...................................................................... 20
2.6.1 重遊意願的定義與測量...................................................20
2.6.2 重遊意願的影響因素.......................................................21
2.6.3 重遊意願在旅遊研究中的應用.......................................21
2.7 SOR 模型概述.......................................................................... 22
第三章 研究方法及設計.....................................................................23
3.1 概念模型與研究假設.................................................................23
3.1.1 研究假設........................................................................... 23
3.1.2 概念模型........................................................................... 24
3.2 案例地和抽樣方法.....................................................................25
3.3 問卷設計..................................................................................... 26
3.4 預調研......................................................................................... 27
1. 預調研目的：........................................................................28
2. 預調研實施：........................................................................28
3. 預調研結果與調整：............................................................28
第四章 結果與討論..............................................................................30
4.1 預調研......................................................................................... 30
4.2 主調研......................................................................................... 32
4.2.1 社會人口概況...................................................................32
4.2.2 因素分析........................................................................... 34
4.3 主調研信度分析..........................................................................38
4.3.1 目的地感知屬性量表信度檢驗.......................................38
4.3.2 情感反應量表信度檢驗...................................................39
4.3.3 旅遊體驗感表信度檢驗...................................................39
4.3.4 滿意度量表信度檢驗.......................................................40
4.3.5 重遊意向量表信度檢驗...................................................41
4.4 主調研效度分析.........................................................................42
4.4.1 目的地感知屬性量表效度分析.......................................42
4.4.2 情感反應量表效度分析...................................................43
4.4.3 旅遊體驗量表效度分析...................................................44
4.4.4 滿意度量表效度分析.......................................................44
4.4.5 旅遊意向量表效度分析...................................................45
4.5 結構分析..................................................................................... 46
4.6 仲介效應檢驗.............................................................................47
4.7 假設檢驗..................................................................................... 49
第五章 結論與展望..............................................................................51
5.1 研究結論...................................................................................... 51
5.2 理論意義..................................................................................... 54
5.3 實踐意義..................................................................................... 55
5.4 仲介作用的理論說明.................................................................56
5.5 局限性和未來研究.....................................................................58
參考文獻................................................................................................ 60
作者簡歷................................................................................................ 66
附錄......................................................................................................... 67
圖 1 研究過程圖......................................................................................6
圖 2 概念模型圖...................................................................................25
圖 3 模型路徑分析圖..........................................................................50
表 1 SOR 理論基本構成量表............................................................. 9
表 2 目的地感知屬性量表................................................................ 10
表 3 各題對應編碼表......................................................................... 27
表 4 預調研探索性因數分析結果....................................................31
表 5 基本資訊特徵分佈表................................................................ 32
表 6 因數分析結果表......................................................................... 34
表 7 判別效度檢驗.............................................................................. 36
表 8 目的地感知屬性信度檢驗表....................................................38
表 9 目的地感知屬性量表專案整體統計量..................................38
表 10 情感反應檢驗表...................................................................... 39
表 11 情感反應量表專案整體統計量.............................................39
表 12 旅遊體驗信度驗表.................................................................. 39
表 13 旅遊體驗量表專案整體統計量.............................................40
表 14 滿意度信度檢驗表.................................................................. 40
表 15 滿意度量表專案整體統計量.................................................40
表 16 重遊意向檢驗表...................................................................... 41
表 17 重遊意向量表專案整體統計量.............................................42
表 18 目的地感知屬性量表 KMO 與 Bartlett 檢驗................. 42
表 19 情感反應量表 KMO 與 Bartlett 檢驗.............................. 43
表 20 旅遊體驗量表 KMO 與 Bartlett 檢驗.............................. 44
表 21 滿意度量表 KMO 與 Bartlett 檢驗.................................. 44
表 22 旅遊意向量表 KMO 與 Bartlett 檢驗.............................. 45
表 23 模型整體擬合度指標.............................................................. 46
表 24 仲介效應檢驗結果（Bootstrap = 5000 次）.................48
表 25 假設檢驗結果........................................................................ 49
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24. Lee T.-H., & Crompton J. (1992). Measuring novelty seeking in tourism. Annals of Tourism Research, 19(4), 732–751. https://doi.org/10.1016/0160-7383(92)90064-V
25.Li, T. (Tina), Liu, F., & Soutar, G. N. (2021). Experiences, post-trip destination image, satisfaction and loyalty: A study in an ecotourism context. Journal of Destination Marketing & Management, 19, 100547. https://doi.org/10.1016/j.jdmm.2020.100547
26.Lin J.-H., Fan D. X. F., Tsaur S.-H., & Tsai Y.-R. (2021). Tourists’ cultural competence: A cosmopolitan perspective among Asian tourists. Tourism
Management, 83, 104207. https://doi.org/10.1016/j.tourman.2020.104207
27.Lin, M. (2024). Understanding the influencing factors of tourists’ revisit intention in traditional villages. Heliyon, 10(15), e30929. https://doi.org/10.1016/j.heliyon.2024.e30929
28.Mai, L. W., & Ness, M. (2006). A structural equation model of customer satisfaction and future purchase of mail-order speciality food. International
Journal of Business Science and Applied Management, 1(1), 1–13. https://doi.org/10.69864/ijbsam.1-1.1
29.Mandić, A., Mrnjavac, Ž., & Kordić, L. (2018). Tourism infrastructure, recreational facilities and tourism development. Tourism and Hospitality
Management, 24(1), 41–62. https://doi.org/10.20867/thm.24.1.12
30.Marpaung, B. O. Y., & Tania, F. (2021). Visitor satisfaction and tourist attraction image. International Journal of Psychological Studies, 13(2), 33. https://doi.org/10.5539/ijps.v13n2p33
31.Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. Cambridge, MA, USA: The MIT Press. Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460–469. https://doi.org/10.2307/3150499
32.Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63(4_suppl1), 33–44. https://doi.org/10.1177/00222429990634s105
33.Parasuraman, A., Berry, L. L., & Zeithaml, V. A. (1991). Refinement and reassessment of the SERVQUAL scale. Journal of Retailing, 67(4), 420–451.
34.Peng J., Yang X., Fu S., & Huan T.-C. (T. C. ). (2023). Exploring the influence of tourists’ happiness on revisit intention in the context of
Traditional Chinese Medicine cultural tourism. Tourism Management, 94, 104647. https://doi.org/10.1016/j.tourman.2022.104647
35.Pine, B. J., & Gilmore, J. H. (1999). The experience economy: Work is theatre & every business a stage. Boston, MA, USA: Harvard Business School Press
36.Prayag, G., Hosany, S., Muskat, B., & Del Chiappa, G. (2017). Understanding the relationships between tourists’ emotional experiences, perceived overall image, satisfaction, and intention to recommend. Journal of Travel Research, 56(1), 41–54. https://doi.org/10.1177/0047287515620567
37.Prayag, G., Hosany, S., & Odeh, K. (2013). The role of tourists’ emotional
experiences and satisfaction in understanding behavioral intentions. Journal
of Destination Marketing & Management, 2(2), 118–127. https://doi.org/10.1016/j.jdmm.2013.05.001
38.Rasoolimanesh, S. M., Seyfi, S., Hall, C. M., & Hatamifar, P. (2021). Understanding memorable tourism experiences and behavioural intentions of
heritage tourists. Journal of Destination Marketing & Management, 21, 100621. https://doi.org/10.1016/j.jdmm.2021.100621
39.Rezaei, N., Huang, W.-J., & Hung, K. (2023). Tourist’s achievement emotions and memorable experience in visiting the middle east. Tourism
Management Perspectives, 47, 101129. https://doi.org/10.1016/j.tmp.2023.101129
40.Russell, J. A. (1980). A circumplex model of affect. Journal of Personality and Social Psychology, 39(6), 1161–1178. https://doi.org/10.1037/h0077714
41.Su, H.-J., Cheng, K.-F., & Huang, H.-H. (2011). Empirical study of destination loyalty and its antecedent: The perspective of place attachment. The Service Industries Journal, 31(16), 2721–2739. https://doi.org/10.1080/02642069.2010.511188
42.Suban, S. A. (2024). Visitor’s emotional experience in predicting destination image, satisfaction and intention to revisit: A spa tourism perspective. International Hospitality Review. https://doi.org/10.1108/IHR-05-2023-0032
43.Tung, V. W. S., & Ritchie, J. R. B. (2011). Exploring the essence of memorable tourism experiences. Annals of Tourism Research, 38(4), 1367–1386. https://doi.org/10.1016/j.annals.2011.03.009
44.Wu, H. C., Hsieh, C.-M., Yang, C.-H., Huang, W.-S., & Ku, G. C.-M. (2022). Mediating role of attitudinal and behavioral loyalty between
destination attractiveness and environmentally responsible behavior based on stimulus-organism-response model. Asia Pacific Journal of Tourism
Research, 27(7), 712–725. https://doi.org/10.1080/10941665.2022.2119420
45.Yoon, Y., & Uysal, M. (2005). An examination of the effects of motivation and satisfaction on destination loyalty: A structural model. Tourism Management, 26(1), 45–56. https://doi.org/10.1016/j.tourman.2003.08.016
46.Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31–46. https://doi.org/10.2307/1251929
47.Zhang Y., Prayag G., & Song H. (2021). Attribution theory and negative emotions in tourism experiences. Tourism Management Perspectives, 40, 100904. https://doi.org/10.1016/j.tmp.2021.100904
