宗教目的地之消費模式：旅遊態度、滿意及再訪意願

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Title:	宗教目的地之消費模式：旅遊態度、滿意及再訪意願
Other Titles:	Toward a Model of Religious Destination Consumption: Travel Attitude, Satisfaction, and Revisit Intention
Authors:	張女素江 TRUONG, NU TO GIANG
Contributors:	企業管理學系管理科學碩博士班吳萬益;紀信光 WU, WANN-YIH;CHI, HSIN-KUANG
Keywords:	目的地消費;旅遊態度;目的地偏好;旅遊滿意度;重遊意願;宗教參與;網路口碑 Destination consumption;travel attitude;destination preference;travel satisfaction;revisit intention;religious involvement;electronic word-of-mouth
Date:	2021
Issue Date:	2022-08-11 10:11:03 (UTC+8)
Abstract:	隨著國際化和全球化的日益盛行，旅遊業引起了廣泛的關注。如何吸引遊客到訪和重遊目的地已成為最重要的問題之一，因為它是文化活動、社交互動、財政收入和交通規劃的驅動引擎。尤其是作為早期的旅遊形式之一，宗教旅遊已成為該行業成長最快的部分，而學術上的意圖最少。以往的研究傾向於從認知或理性的角度研究目的地消費現象，很少有研究將旅遊的象徵性、體驗性和功能性相結合，以促進目的地偏好，創造旅遊價值以增強重遊意願。本研究旨在開發目的地消費-顧客態度模型，結合目的地偏好和旅行滿意度的連續中介效應，用宗教參與和電子口碑（eWOM）的調節作用來解釋重遊意願。　　本研究分四個階段進行，包括文獻綜述、深度訪談、後設分析，並以前往宗教目的地的遊客為樣本的問卷調查。研究結果顯示，目的地消費對重遊目的地的理性態度和情感態度具有積極且顯著的影響。此外，本研究證實了目的地偏好和旅遊滿意度對目的地消費和旅遊態度對重遊意願之間關係的連續中介作用。最後，本研究支持宗教參與和網路口碑對旅行滿意度對重遊意願的影響的調節作用。由於目的地消費問題仍有待進一步驗證，本研究為目的地行銷制定行銷策略提供了重要參考。本研究結果可以作為進一步實證驗證的理論基礎。　　As the internationalization and globalization become more and more prevalent, tourism industry creates a lot of attention. How to attract tourists to visit and revisit destination has become one of the most important issues because it serves a driving engine for cultural activities, social interaction, financial incomes, and transportation planning. Particularly, as one of the very early forms of tourism, religious tourism has emerged as the fastest-growing part of the industry with the least intention from academic. Previous studies tended to investigate destination consumption phenomena from cognitive or rational point of view, very rare studies have integrated the symbolic, experiential and functional aspects of tourism to promote destination preference and create travel value to enhance revisit intention. This study aims to develop the destination consumption-customer attitude model, together with the serial mediating effect of destination preference and travel satisfaction, to explain revisit intention with the moderating effect of religious involvement and electronic word-of-mouth (eWOM).　　This study is conducted in four stages, including literature review, in-depth interview, bibliometric analysis, and questionnaire survey using tourists who travelled to religious destination as samples. The findings reveal that destination consumption have positive and significant effects on rational attitude and emotional attitude toward revisiting a destination. Furthermore, this study confirms the serial mediating effects of destination preference and travel satisfaction on the relationship between destination consumption and travel attitude on revisit intention. Finally, this study supports the moderating role of religious involvement and eWOM on the influence of travel satisfaction on revisit intention. Since the issues of destination consumption are still subject to further validation, this study provided an important reference for destination marketing to develop marketing strategies. The results are also valuable to provide as a theoretical base for further empirical validation.
Appears in Collections:	[Department of Business Administration, Master/Ph.D Program in Management Sciences] Disserations and Theses(Master and Doctoral Program in Management Sciences)

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