為因應個人化時代的來臨，特殊旅遊（special interest tourism）已成為旅遊市場中的重要型態，而冒險旅遊也蔚為風潮。而且，近年來由於體驗經濟的來臨，在個人心中無形的體驗逐漸受到重視。因此，本研究著重於旅客觀點，了解冒險旅遊者心中之情緒與體驗價值，期盼提升業者規劃冒險旅遊行程之深度，以符合旅客之真正需求。 本研究基於消費者行為學的體驗觀點，以遊客個人特質、旅遊動機、旅遊情緒與體驗價值等變項建構觀念性架構，主要目的在於探究冒險旅遊者之個人特質、旅遊動機對其旅遊情緒之影響，並進而瞭解情緒與最終體驗價值之關係。同時，本研究採用相關量表設計問卷，在正式量測前先以溯溪活動的教練群和38位曾參與過溯溪活動的旅客進行前測，刪除或修正不良問項，之後針對參與溯溪俱樂部活動之233位旅客，於活動結束後進行正式問卷施測。問卷回收後，則以因素分析進行變項萃取，確保信效度，隨後以階層迴歸分析驗證變項間之關係。 研究結果顯示，遊客的參與活動動機與本身的人格特質顯著影響其活動中的情緒，且進而影響其最終的體驗價值。同時，參加溯溪活動的遊客大部份都是喜好冒險、喜愛戶外活動的人，且遊客從溯溪活動中也獲取娛樂、美感、經濟與逃避等體驗價值，同時感受到可支配感與快樂的情緒。 Responding to the arrival of personalized era, special interest tourism has become a major kind of traveling in the tourism market while adventure tourism is gaining its momentum in popularity. Besides, as the times of experience economy has arrived, intangible experience in one’s mind becomes more and more emphasized. Therefore, this study focuses on the viewpoints of tourists to understand the emotions and experiential values in the minds of those adventure tourists, hoping the industry may reinforce the depth of such traveling through better-designed programs in order to fulfill the authentic needs of tourists. Based on the experiential viewpoint of the theory of consumer behavior, this study has constructed its conceptual framework on the variables such as tourist’s personality, travel motives, experiential emotion and experiential value. The main purpose of this study is to discuss the impact on traveling emotion from adventure tourist’s personality and travel motives, and their experiential value. This study adopts relevant assessment tables to design questionnaire. Before formal survey, a personal interview with River Tracing coaches and 38 tourists who ever joined the activity is conducted to delete or modify some inappropriate questions. Afterwards, a formal questionnaire survey was conducted on 233 tourists after they participate in the River Tracing activity. Factor Analysis is applied to proceed reliability analysis after the questionnaires are collected, and Hierarchical multiple regression is used to verify the relationships among the variables. The study result indicates that tourists have gained experiential values such as entertainment value, economic value, escapism value from River Tracing activity, and their emotions of dominance and happiness are also felt at the same time. Based on the result, this study may provide marketing strategies for the industry of adventure tourism as references for practical business operation.
