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    题名: 旅遊意象與遊憩體驗、懷舊情感及行爲意向之研究—以桃園市大溪老街爲例
    其它题名: A Study of Relationship among Tourism Image, Recreation Experience, Nostalgia and Behavioral Intentions--The Case Study on Daxi Historical Street, Taoyuan City
    作者: 吳雪意
    WU, HSUEH-YI
    貢獻者: 旅遊管理學系旅遊管理碩士班
    莊鎧溫
    CHUANG, KAI-WAYNE
    关键词: 旅遊意象;遊憩體驗;懷舊情感;行為意向;大溪老街
    Travel Imagery;Recreation Experience;Nostalgic Emotions;Behavioral Intentions;Daxi Old Street
    日期: 2021
    上传时间: 2022-08-16 11:16:24 (UTC+8)
    摘要: 　　近年來國內旅遊消費型態的改變，深度、體驗的旅遊方式受國人青睞。大溪於2019年交通部觀光局推出的「經典小鎮」票選活動，被票選為桃園市最高票。大溪的好山好水、大溪老街的地方特色與景觀風貌，讓旅客在整體的遊憩休閒體驗上有較高評價及好的口碑，進而帶動地方觀光產業發展，並能根據研究結果提出建議，給予大溪老街作為改善的依據。　　本研究主要以桃園市大溪老街遊客為研究對象，探討旅遊意象、遊憩體驗、懷舊情感與行為意向等變數之因果關係，以信度分析及迴歸分析法進行統計分析。研究結果發現：分析旅遊意象對遊憩體驗、旅遊意象對懷舊情感、遊憩體驗對行為意向、懷舊情感對行為意向的關聯性;發現旅遊意象對遊憩體驗有顯著影響、遊憩體驗對行為意向有顯著影響、旅遊意象對懷舊情感有顯著影響、懷舊情感對行為意向有顯著影響均得到支持。　　本研究採問卷調查法進行資料收集，並以國内外在大溪老街旅遊之遊客為對象，使用SPSS18 統計套裝軟體作爲分析工具，並以數種方法進行統計分析。　　研究發現：旅遊意象以“當地特色”的傾向居多；遊憩體驗以“景觀意象”最高；懷舊情感以“歷史懷舊”的傾向居多；行爲意向多數遊客都會想再到大溪老街旅遊，同時也會向親朋好友推薦到大溪老街旅遊。
    　　In recent years, domestic tourism consumption patterns have changed, and in-depth and experiential tourism methods have been favored by Chinese people. Daxi's “Classic Town” voting campaign launched by the Tourism Bureau of the Ministry of Transport in 2019 was voted the highest in Taoyuan City. The beautiful mountains and rivers of Daxi, the local characteristics and landscape of Daxi Old Street, allow tourists to have a high evaluation and good reputation in the overall recreational experience, which in turn promotes the development of local tourism industry, and can be proposed based on the research results It is recommended to give Daxi Old Street as a basis for improvement.　　This research mainly takes tourists from Daxi Old Street in Taoyuan City as the research object to explore the causal relationship among variables such as tourism imagery, recreational experience, nostalgia and behavioral intentions, and conduct statistical analysis by reliability analysis and regression analysis. The results of the study found that: analysis of the relevance of tourism imagery to recreational experience, tourism imagery to nostalgic emotion, recreational experience to behavioral intention, and nostalgic emotion to behavioral intention; found that tourism imagery has a significant impact on recreational experience, and recreational experience has a significant impact on behavioral intention , Tourism image has a significant influence on nostalgia, and nostalgia has a significant influence on behavioral intentions are all supported.　　This research adopts the questionnaire survey method to collect data, and uses the SPSS18 statistical package software as the analysis tool for domestic and foreign tourists traveling in Daxi Old Street, and carries out statistical analysis by several methods.The study found that: tourism imagery tends to be mostly “local characteristics”; recreational experience is the highest in “landscape imagery”; nostalgia is mostly tended to be “historical nostalgia”; behavioral intentions most tourists would like to travel to Daxi Old Street again, and at the same time Will recommend to friends and relatives to travel to Daxi Old Street.
    显示于类别:[旅遊管理學系(旅遊管理碩士班)] 博碩士論文-旅遊管理碩士班

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