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題名:文青的旅遊目的地體驗景觀量表的建構 —兼論對難忘性、顧客認同及顧客公民行為之影響
作者:葉穎
作者(外文):YE, YING
校院名稱:國立高雄餐旅大學
系所名稱:觀光研究所
指導教授:黃榮鵬
陳光華
學位類別:博士
出版日期:2022
主題關鍵詞:文青旅遊目的地體驗景觀難忘性顧客認同顧客公民行為WenqingTourism destinationExperiencescapeMemorabilityCustomer identificationCustomer citizenship behavior
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貼著「文青」標籤的產品和服務於旅遊體驗場景中呈現出特定的符號和風格。為明 晰文青的旅遊目的地體驗環境,本研究引入體驗景觀的概念框架,採用建構主義紮根理 論質化方法分析線上網路評論和訪談文本,歸納文青的旅遊目的地體驗景觀要素和屬性, 揭示文青的旅遊目的地體驗景觀要素參與和刺激遊客全遊程的旅遊體驗,並詮釋了遊客 對文青的旅遊目的地體驗景觀的體驗路徑;先後操作預試、先導研究、兩次正式問卷調 查,透過數量分析,發展和驗證文青的旅遊目的地體驗景觀量表,明確該測量量表包含 公共環境、旅遊資源、感知空間環境、社交互動、體驗行為、接待人員六大因素。操作 多元尺度分析,繪製知覺感受(主觀-客觀)/體驗範圍(整體-局部)二維知覺圖對文 青的旅遊目的地體驗景觀作進一步的詮釋。基於刺激-機體-反應理論,以文青的旅遊目 的地體驗景觀作為「刺激」變項,以關照遊客個體內部心理感受的難忘性與反映遊客對 外部環境的觀感的顧客認同為「機體」變項,以反映遊客角色外行為的顧客公民行為作 為「反應」變項。基於正式問卷 2 回收的數據,操作結構方程模型分析,研究發現:文 青的旅遊目的地體驗景觀分別正向影響難忘性和顧客認同;難忘性和顧客認同分別正向 影响顧客公民行為;文青的旅遊目的地體驗景觀會直接影響顧客公民行為;文青的旅遊 目的地體驗景觀分別透過難忘性與顧客認同的中介作用間接影響顧客公民行為。研究結 果和發現將致力於深化對旅遊目的地「文青」標籤的理解,並提出貢獻於旅遊業發展的 管理實務意涵。
Products and services labeled wenqing presented in the tourism fields with specific symbols and styles. In order to clarify wenqing tourism destination experience environment, this study introduced the conceptual framework of experiencescape, adopted the qualitative method of constructivist grounded theory to analyze online reviews and interview texts, extracted the elements and attributes of wenqing tourism destination experiencescape, and uncovered wenqing tourism destination experiencescape participating in and stimulating tourists’ travel experience throughout the journey, and summarized tourists’ experience path to on-site experiencescape. Then, pre-test, pilot study, and two formal questionnaire surveys were successively conducted. Wenqing tourism destination experiencescape scale was developed and verified by quantitative analysis with six factors of public environment, tourism resource, perceived space and environment, social interaction, experience behavior, and reception staff. By multidimensional scaling analysis, a two-dimensional perceptual map of perceptions (subjective to objective) and experience scope (whole to partial) was drawn to further interpret wenqing tourism destination experiencescape. Based on the stimulus-organism-response theory, wenqing tourism destination experiencescape was used as the “stimulus” variable, memorability that reflects tourists’ internal psychological feelings and customer identification that reflects tourists’ perception of the external environment were used as the “organism” variables, and customer citizenship behavior that reflects tourists’ extra role behavior was used as “response” variable. By conducting structural equation modeling analysis based on the data collected from the second formal questionnaire survey, it is found that wenqing tourism destination experiencescape positively influences memorability and customer identification, respectively; memorability and customer identification positively influence customer citizenship behavior, respectively; wenqing tourism destination experiencescape directly influences customer citizenship behavior; wenqing tourism destination experiencescape indirectly influcences customer citizenship behavior through the mediating roles of memorability and customer identification. The results and findings will be devoted to deepening the understanding of wenqing label of tourism destinations, and management practical implications is proposed for the development of tourism.
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