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題名:尋求新奇對重遊意願影響之研究—以記憶猶新作為干擾變數
作者:羅旭壯
作者(外文):Luo, Shejuang
校院名稱:大葉大學
系所名稱:管理學院博士班
指導教授:顏昌華
學位類別:博士
出版日期:2013
主題關鍵詞:尋求新奇記憶猶新重遊意願novelty seekingvivid memoryrevisit intention
原始連結:連回原系統網址new window
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在觀光旅遊產業中,喜愛尋求新奇的遊客,即使在過去的研究對於遊客重遊意願之間不但有正向而且也有負向的影響,尚未能由既有文獻加以釐清。因此,本研究之目的在於瞭解遊客尋求新奇對於重遊意願的影響,並且進一步研究遊客尋求新奇對於重遊意願是否會受到記憶猶新干擾效果的影響。本研究透過問卷調查方式,進行預試與正式的測試,針對大陸來臺的旅行團以及臺灣出國旅客為樣本,共收集1129份問卷,利用結構方程模式驗證各項假設,結果發現尋求新奇對遊客重遊意願有正向影響,然而,尋求新奇對遊客重遊意願之影響會受到記憶猶新正向干擾效果的影響。再者,大陸與臺灣遊客尋求新奇對於重遊意願的影響受到記憶猶新正向干擾效果影響無顯著差異。本研究進一步釐清尋求新奇對於重遊意願此一關係,換言之,遊客有較高的尋求新奇感則重遊意願越高。如果遊客旅遊建立起穩固且好的記憶或回憶,遊客重遊同一目的地的意願也可能提高。此外,如果旅行業不斷以行銷方式喚起重遊客先前體驗之記憶,對於不同類型遊客皆能維持鮮明旅遊的記憶,或許能引發高尋求新奇感的重遊意願。本研究最後提出結論與建議,除對重遊理論加以延伸解釋外,也提供旅行業者以及旅遊目的地管理人員行銷實務上之建議。
According to past studies about the leisure and tourism industry, for those tourists who either have positive or negative effects of novelty seeking had been found to have more revisit intention. The purpose of this study was to explore whether novelty seeking has the effect on the tourists’ revisit intention, as well as whether vivid memory can bring about significant effects on their revisit intention. A total sample of 1129 inbounding tourists from Mainland China and outbounding Taiwanese tourists was recruited as subjects to conduct with a five-point Likert scale questionnaire. These subjects were administered the pre-test and questionnaire survey. The Structural Equation Modeling was employed to measure the data analysis. The results indicated that novelty seeking has a positive effect on tourists’ revisit intention. Novelty seeking on the influence of tourists’ revisit intention may be affected by the moderating variable of vivid memory in a positive direction. However, there is insignificant difference between tourists from China and Taiwan. The relationship between novelty seeking and revisit intention has the positive effect in this study. In other words, tourists with more novelty seeking have more revisit intention. If tourists have stable and beautiful memory, their revisit intention will be enhanced. Additionally, if travel agencies deliver a higher level of service quality by arousing tourists’ memory, making different types of tourists and keeping the vivid travel memory, tourists’ higher interest of revisit intention will then be aroused. A conclusion and recommendation would be provided in this study to expound further theory on the revisit intention. A practical recommendation would also be provided for the tour operators and tourist managers as a means to increase the development of tourism industry and its promotion as well.
交通部觀光局(2013,2月4日)。綜合旅行社。資料來源:http://www.tbroc.gov.tw/m1.aspx?sNo=0000148&lid=53&t=l3&keyString=^^^53
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