臺灣博碩士論文加值系統

在一般旅遊決策研究裡，主要從遊客的認知觀點來討論旅遊決策模式，認為遊客會以知覺及資訊收集來進行旅遊決策的評估。而過去一般旅遊決策模式文獻，著重在探討模式內的遊客心理變數是如何影響旅遊決策的過程。但在這些研究之下，尚存在著可努力的議題。首先，過去一般旅遊決策模式，未考慮到旅遊決策模式會因群體不同而不同，於是本研究以初次遊客與重遊遊客之觀點來探討不同群體的旅遊決策模式。另外，過去一般旅遊決策研究，會從不同變數的觀念來理解遊客形成旅遊決策模式之過程，但未提及變數對選擇之影響程度，於是本研究以懷舊意象、場所依戀探討對初次遊客與重遊遊客重遊行為意圖之影響強度。研究成果可為旅遊決策模式之理論基礎加入不同之觀點，以便實務上可以更確切掌握初次遊客與重遊遊客之旅遊區選擇行為。
在研究方法裡，以文獻回顧及訪談方式，收集了懷舊意象、場所依戀及重遊行為意圖三構面的問項，利用封閉式結構問卷進行正式調查，以金九襲產旅遊區為調查地點。驗證性因素分析結果，在懷舊意象測量模式裡，初次遊客與重遊遊客皆存有認知性懷舊意象與情感性懷舊意象；場所依戀測量模式裡，亦皆存在場所依賴與場所認同；重遊行為意圖測量模式裡，皆有重遊意圖與推薦意圖的構面，顯示初次遊客與重遊遊客之旅遊決策影響因素的理論構面都相同。
根據資料分析結果，本研究所獲得之結論為初次遊客重遊行為意圖主要是受到懷舊意象之影響，顯示初次遊客是藉由資訊形成之意象而與旅遊區進行選擇交易；而重遊遊客重遊行為意圖主要是受到場所依戀影響，顯示重遊遊客是會對旅遊區有感情。從上述之研究結果與結論，本研究有以下的建議：（1）初次遊客之旅遊決策模式可以從交易行銷之看法來解釋，因初次遊客是注重資訊收集，對旅遊區之情感涉入低；（2）重遊遊客之旅遊決策模式能以關係行銷之觀點來解釋，因重遊遊客在資訊收集需求上是較低的、會對旅遊區有情感上的依戀。

A general model of tourists’ destination choices adopted by most tourism empirical studies focuses on tourist’s cognition and information processing. The central idea of this general model is to identify important socio-psychological variables influencing tourist’s choice and behavior and their final selection. However, there are still two research gaps needed to fill. First, a general model of tourists’ destination choices doesn’t consider that the process of decision-making might vary significantly different among groups of tourists. As a result, the study makes an attempt to understand the differences in revisiting behavioral intentions between first-time tourists and repeat tourists. Second, this general model doesn’t understand the importance of socio-psychological variables might be different between groups of tourists. In this study a model integrating the antecedents of nostalgia image and place attachment to revisiting behavioral intention is equally tested for first-timers and repeaters.
The results indicated that first-time tourists’ revisiting behavioral intentions to destination were mainly affected by nostalgia image; however, repeat tourists’ revisiting behavioral intentions to heritage destination were primarily affected by place attachment. These findings highlight first-time tourist’s information search influences image formation and repeat tourists’ were emotionally attached to a particular destination. Therefore, the study suggests that transactional intentions may be used to explain first-time tourists’ destination choices and relational intentions may be fitted to understand repeat tourists’ destination choice processes.

目 錄
第一章 緒論 1
第一節 問題陳述 1
第二節 研究目的 3
第三節 名詞解釋 4
第四節 研究流程 4
第五節 研究貢獻 6
第二章 文獻回顧 7
第一節 襲產觀光 7
第二節 一般旅遊決策模式 10
第三節 懷舊意象 18
第四節 場所依戀 25
第五節 重遊行為意圖及其與懷舊意象、場所依戀之關係 27
第六節 初次遊客與重遊遊客旅遊決策模式 30
第三章 研究方法 32
第一節 概念性架構與假設 32
第二節 研究基地 33
第三節 資料收集 38
第四節 資料分析方法 44
第四章 資料分析 49
第一節 受訪者之社經背景與旅遊經驗 49
第二節 初次遊客與重遊遊客之旅遊決策影響因子 59
第三節 初次遊客與重遊遊客旅遊決策模式之差異 94
第五章 結論與建議 98
第一節 研究結果摘要 98
第二節 討論 100
第三節 後續研究建議 106
參考文獻 107
附件一： 115
附件二： 118

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