應用結構方程模式探討遊憩動機、滿意度與行為意向關係之研究─以林美石磐步道為例

Abstract

本研究主要目的為透過結構方程模式進行遊客遊憩動機、滿意度以及行為意向間因果關係之探討，經相關研究與文獻探討後透過遊憩動機、分項滿意度、整體滿意度與行為意向建構假設結構模型並進行問卷設計，本研究選擇位於宜蘭之區域型國家步道─林美石磐步道進行現場問卷調查，共獲得有效問卷415份。經分析後顯示研究假設模式適配良好。模式結果顯示，遊憩動機對遊客分項滿意度、整體滿意度與行為意向有正向影響；分項滿意度正向影響整體滿意度，且分項滿意度與整體滿意度對行為意向有正向影響；遊客整體滿意度對行為意向有顯著正向影響。因此根據研究結果，經營管理單位可藉由提升遊客之遊憩動機、分項滿意度與整體滿意度，以增加遊客重遊以及推薦他人前往等行為，期能帶動步道周圍社區之經濟發展。

The objective of this study was to understanding the causal relationship between tourist motivation, satisfaction and behavior intention. The hypothetical model was constructed by motivation, attribute satisfaction, overall satisfaction and behavior intension, and then was examined by questionnaire investigation. The survey was proceeded at Linmei Shihpan Trail with a total number of 415 valid questionnaires. After data analysis using Structural Equation Modeling (SEM), the results indicate a good-fit of the hypothetical model. The hypotheses in this study: (1) tourist motivation has positive influence on attribute satisfaction, overall satisfaction and behavior intention; (2) attribute satisfaction has positive influence on overall satisfaction, and futher both of attribute satisfaction and overall satisfaction have positive influence on behavior intension; (3) overall satisfaction has significant positive influence on behavior intension. According to the results, managers can set up the proper management for raising the economic benefits of the community by promoting tourist behavior such as tourists revisit intension and recommendations for increasing tourist motivation and satisfaction.