本研究希望探討影響Y世代遊客對於文創觀光景點-駁二藝術特區忠誠度的因素。模式分析以獨特性、認同感及吸引力做為知覺的酷之前因，而滿意度、地方依附與目的地忠誠度則是其文創觀光目的地消費過程中的後果。 本研究使用實地發放問卷的方式蒐集資料， 於2016年2月初發放289份問卷，其中實際有效問卷共281份。結構方程模式分析結果顯示獨特性、認同感及吸引力皆會顯著正向影響知覺的酷，雖然知覺的酷並不會顯著目的地忠誠度，但是會正向顯著影響滿意度及地方依附，而滿意度跟地方依附都會顯著正向影響目的地忠誠度。最後本研究將依據分析結果提出管理意涵以及未來研究方向建議。

This study is to investigate the factors that determine Generation Y tourist’s loyalty to the Pier-2 Art Center. Our analysis focus on uniqueness, identification, and attractiveness as the antecedents of perceived coolness, while satisfaction, place attachment, and destination loyalty as the consequences of their creative tourism destination consumption. An on-site questionnaire survey is conduct to collect data for our study. A total of 289 questionnaires are distributed and 281 useful samples are obtained during two weeks period in early February, 2016. The results of the structural model show that antecedents such as uniqueness, identification, and attractiveness are found to have significant, positive effects on perceived coolness. While perceived coolness is not significantly related to destination loyalty, it is found to have a significant, positive effect on satisfaction and place attachment. Both satisfaction and place attachment have significant, positive effect on destination loyalty. Managerial implications and suggestions for future research are discuss and provided.

Chapter 1 Introduction .………………………………………………………1
1.1 Background ..………………………………………………………………1
1.2 Motivation …………………………………………………………………2
1.3 Research objectives ….…………………………………………………….4
1.4 Research procedure ….…………………………………………………….4
Chapter 2 Literature review …...……………………………………………...6
2.1 Destination consumption of creative tourism …..…………………………..6
2.2 Generation Y ..……………………………………………………………....8
2.3 Perceived coolness …………………………………………………………10
2.4 Antecedents of perceived coolness ..……………………………………….12
2.4.1 Uniqueness ..………………………………………………………...12
2.4.2 Identification .……………………………………………………….13
2.4.3 Attractiveness ….……………………………………………………13
2.5 Consequences of perceived coolness ..……………………………………..14
2.5.1 Satisfaction ..………………………………………………………...14
2.5.2 Place attachment .……………………………………………………15
2.5.3 Destination loyalty ….……………………………………………….17
Chapter 3 Research design and methodology ....……………………………19
3.1 Research framework ………………………………………………………..19
3.2 Research hypothesis …………………………………………………….......20
3.3 Measures …………………………………………………………………….23
3.4 Research site .………………………………………………………………..27
3.5 Sample and data collection ………………………………………………….28
3.6 Analytical methods ………………………………………………………….29
Chapter 4 Results ……………………………………………………………..32
4.1Sample characteristics ……………………………………………………….32
4.2 Dimensionality of uniqueness, identification, and attractiveness …………...34
4.3 Reliability analysis …………………………………………………………...36
4.4 Estimation results ……………….....………………………………………....38
4.4.1 Measurement model analysis ..………………………………………..38
4.4.2 Structural equation modeling analysis .……………………………….41
4.4.3 Test for mediation .……………………………………………………45
Chapter 5 Conclusions and suggestions ……………………………………..50
5.1 Conclusions and discussion ………………………………………………….50
5.2 Practical implications ……………………………………………………......52
5.3 Limitations and directions for future research……………………………….54

References..……………………………………………………………………56
Appendix A Chinese Questionnaire…………………………………………62
Appendix B English Questionnaire………………………………………….65

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