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題名:遊客動機、體驗和涉入對遊客參訪文化創意產業園區的行為意向的影響:知覺酷為調節變數
作者:張雅萍
作者(外文):CHANG, YA-PING
校院名稱:銘傳大學
系所名稱:企業管理學系
指導教授:洪廣朋
學位類別:博士
出版日期:2021
主題關鍵詞:動機體驗活動涉入行為意向知覺酷MotivationExperienceInvolvementBehavioral intentionCoolness
原始連結:連回原系統網址new window
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本研究以觀光產業之文化創意產業園區為背景,探討遊客動機、體驗、活動涉入對遊客行為意向的影響,以體驗、活動涉入為中介變項,以知覺酷為調節變項。本研究對487位曾經造訪過文化創意產業園區的遊客進行調查,並且對研究模型進行分析。研究結果顯示:1. 遊客動機會透過遊客在文化創意產業園區的體驗及現場活動涉入而影響後續的行為意向;2. 遊客的知覺酷越高,遊客造訪文化創意產業園區的動機對遊客體驗的影響會隨著提高。然而,3. 遊客的知覺酷越高,遊客在文化創意產業園區的體驗對後續行為意向的影響卻下降。本研究最後提供學術及實務上的意涵,希望對文化創意產業園區的發展做出貢獻。
In the context of cultural and creative industries parks, this research investigates the effect of tourists' motivation, experience, and involvement on tourists' behavioral intentions, and coolness as a moderator. Results from a survey of 487 tourists visiting cultural and creative industries parks in Taiwan reveal that (a) tourists’ motivation may influence their behavior intentions through experience and activity involvement; (b) coolness is the critical attribute for improving the relationship between tourists’ motivation and experience; however, (c) coolness may play a negative role of moderating the relationship between tourists’ experience and their behavioral intentions. The implications of these findings for theoretical and practical framework are also discussed for the future development of cultural and creative industry parks.
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