尋求新奇傾向對重遊意願之影響

Abstract

新潮的景點在剛開幕時，常能吸引大量初訪遊客，但一景點要能持續營運往往需仰賴重遊遊客，發生重遊之原因常與過去造訪經驗相關，當遊客對於目的地擁有滿意的經驗時，其重遊的可能性較高，但亦有部份感到滿意的遊客不會產生重遊，可能是由於其尋求新奇之特性造成，而重遊意願亦可能隨時間不同而有變化，過去尋求新奇與重遊意願之關係多針對大眾活動地點進行討論，故本研究目的為探討尋求新奇傾向與重遊意願之相關性，以及當活動類型不同時重遊意願是否會有所差異。研究中使用沙灘遊玩、健行爬山及攀登高山來區分不同活動類型，將尋求新奇傾向細分為尋求刺激、尋求異於日常生活、尋求緩解無聊、尋求驚奇等面向，而不同時間間隔重遊意願則分為一年內、三年內及五年內重遊意願。研究問卷共收集有效填答者302位，三個活動分別有沙灘遊玩121筆、健行爬山241筆、攀登高山87筆資料。研究結果顯示在沙灘遊玩部份，尋求異於日常生活、尋求驚奇分別與一年內及三年內重遊意願呈負相關；在健行爬山部份，尋求異於日常生活分別與一年內及三年內重遊意願呈負相關，尋求驚奇僅與一年內重遊意願呈負相關；在攀登高山部份，僅尋求異於日常生活與一年內重遊意願呈負相關。使用迴歸分析不同活動的重遊意願影響因素，沙灘遊玩與健行爬山兩者的尋求新奇傾向對重遊意願均呈負向影響，整體滿意度及時間因素則對於重遊意願均呈正向影響，但僅在健行爬山活動中距離因素與重遊意願呈負向影響，而攀登高山活動中只有整體滿意度及時間因素對重遊意願呈正向影響。

Once a brand new tourist attraction is opened, it often attracts lots of first time visitors, while repeat visitors are the key factor for tourist attraction to maintain its revenue. In general, people decide to revisit a spot according to their past experience. Visitors may return to the destination when they have a satisfied experience with it. However, some visitors won’t return to it though they had a satisfied experience. The difference between these two groups may due to one’s novelty seeking degree and changes of willingness to revisit a place by time. The purpose of this study is to discuss about whether different types of destinations will affect the relevance between one’s novelty seeking level and intention of revisiting a place. The study selected beach activities, hiking and mountain climbing to distinguish different types of activities. The study divided novelty seeking into four aspects including thrill, change from routine, boredom alleviation and surprise. The time periods of willing to revisit a place were sort into one year, three years and five years. The study used an online questionnaire to survey, and a total of 302 valid questionnaires were collected, including 121 data of beach activities, 241 data of hiking, and 87 data of mountain climbing. The results showed that in beach activities, change from routine and surprise were negatively related to revisit intentions within next one year and next three years. The data of hiking showed that change from routine were negatively related to revisit intentions within next one year and next three years, and surprise were negatively related to revisit intentions within next one year. The data of mountain climbing showed that change from routine were negatively related to revisit intentions within next one year. The study used regressions to analyze the influence of novelty seeking, distance, satisfaction, and time factor on the revisit intentions of different activities, and on one hand, it showed that the novelty seeking was negatively affect revisit intentions, satisfaction was positively affect revisit intentions, and time factor was positively affect revisit intentions both in beach activities and hiking. On the other hand, in mountain climbing activities, satisfaction and time factor were positively affect revisit intentions.