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題名：澎湖地質公園遊客觀光意象與旅遊動機對旅遊滿意度之影響
書刊名：運動與遊憩研究
作者：梁家祜／梁榮達 引用關係／王翰元
作者(外文)：Liang, Joy Chia-huh／Liang, Rong-da／Wang, Han-yuan
出版日期：2010
卷期：4:4
頁次：頁116-138
主題關鍵詞：澎湖玄武岩地質公園；旅遊動機；觀光意象；旅遊滿意度；Penghu Basalt Geopark；Tourist motivation；Tourist image；Tourist satisfaction
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遊客的旅遊行爲決策過程，已是觀光領域近年來重要的研究課題。其中，遊客的旅遊滿意、觀光意象與旅遊動機關係之實證研究，乃是學者建議應進行之重要研究方向。因此，本研究結合文獻探討之成果，組構建立一完整模式進行分析。本研究針對澎湖六個地質公園之遊客進行問卷調查，共得有效問卷458份，同時以結構方程模式(Structural Equation Modeling, SEM)進行統計分析。研究結果顯示：第一，遊客對旅遊動機的認知會對觀光意象，造成直接且正向的影響。第二，遊客的觀光意象會對旅遊滿意度造成正向且顯著的影響。第三，遊客的旅遊動機，會透過觀光意象對其旅遊滿意度造成間接的影響。遊客動機會透過觀光意象間接影響遊客之旅遊滿意度，此亦爲本研究觀光領域的重要發現。最後，作者根據研究結果提出建議，以作爲澎湖縣政府在擬定地質公園行銷策略之依據。
Tourists' travel decision making process is an important research issue of tourism field in recent year. Scholars suggested that empirical study should examine the relationships among tourists' satisfaction, tourism image and tourists' motivation. Therefore, this study established a comprehensive research model based on literature review. The empirical data was collected from 6 Basalt Geoparks in Penghu inlands. A total of 458 questionnaires were returned and the data was analyzed using Structural Equation Modeling (SEM). The results showed that: First, visitors' cognitive tourist motivation had direct and positive impact on image. Second, tourist image had significant positive influence on tourist satisfaction. Third, unlike previous research, this study identifies the tourist image as a mediating variable between motivation and satisfaction. Tourist motivation will be through image and will have impact on tourists' satisfaction. This is an important discovery of tourism-based theory. Finally, Implications for marketing decision makers were suggested, and recommendations for future researchers were made.
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會議論文
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