玩興、團體氣氛、體驗經濟、地方依附與重遊意願之關係—以實境解謎遊戲為例

Abstract

實境解謎遊戲近年在各觀光遊憩據點愈來愈盛行，是頗為熱門的一項團體休閒活動。遊戲結合行動應用程式，引導遊客在真實場景中一邊旅遊一邊解謎，並在遊戲過程中吸收有關當地的特色、資源、歷史與文化等知識。截至2022年為止，活動總參與人次已超過十萬人。為深入瞭解此類新興的遊戲化休閒旅遊項目能否促進當地永續經營與發展，本研究首先以體驗經濟理論探討實境解謎遊戲的體驗，接著依此概念探索體驗經濟與重遊意願之關係，最後比較不同體驗類型對於重遊意願的影響力。 體驗經濟目前在旅遊的研究領域中仍有待發展。為擴展體驗經濟之框架，本研究以具備豐富體驗項目之實境解謎遊戲作為研究案例，根據遊戲操作方式，發掘可能潛藏於其中的機制，探索遊客玩興特質、團體氣氛與地方依附等變項和體驗經濟之關係。 本研究以具有戶外遊憩景點之遊戲經驗的遊客為研究對象，共獲得166份有效問卷，資料以偏最小平方法結構方程模式進行分析，結果顯示：（1）玩興和團體投入氣氛正向影響體驗經濟；（2）地方依附在體驗經濟與重遊意願間扮演中介角色；（3）在各類體驗項目中，當逃離現實體驗、審美體驗與娛樂體驗愈高，遊客的地方依附或重遊意願程度皆愈高，相反地，當教育體驗愈高，遊客的地方依附與重遊意願反而愈低。因此在創造豐富體驗的同時，增加遊戲與地方之間的連結，並以提高遊戲中逃離現實、審美與娛樂體驗為目標，將有助於建立遊客的重遊意願。本研究結果期望能協助未來探討體驗經濟框架之相關研究，並提供遊戲公司與未來預開發遊戲項目之觀光單位有關遊戲設計之參考。

In recent years, reality puzzle games have become increasingly popular at various tourist recreational spots, making them a highly popular group leisure activity. These games combine mobile applications to guide tourists in solving puzzles while exploring real-life settings, allowing them to absorb knowledge about the local characteristics, resources, history, and culture. As of 2022, the number of participants in these activities has exceeded one hundred thousand. To further understand whether such emerging gamified leisure travel projects can promote local sustainable operation and development, this study first explores the experiential types of reality puzzle games using experience economy theory. Then explore the relationship between the experience economy and revisit intention based on this concept, and finally compares the influence of different experiential types on revisit intention. The experience economy is still an area of development in tourism research. To expand the framework of the experience economy, this study uses reality puzzle games with rich experiential elements as a research case. Based on the content and gameplay of the game, the study aims to uncover potential mechanisms hidden within it and explore the relationship between visitor playfulness, group climate, place attachment, and other relevant variables of the experience economy. This study took visitors with game experience in outdoor recreational attractions as the research object, and obtained a total of 166 valid questionnaires.The data were analyzed using partial least squares structural equation modeling. The results show that: (1) Playfulness and group engagement climate positively influence the experience economy; (2) Place attachment plays an mediating role between the experience economy and revisit intention; (3) Among various experiential elements, when levels of escapist, esthetic, and entertainment experience are higher, visitors' place attachment and revisit intention are also higher. Conversely, when the level of educational experience is higher, visitors' place attachment and revisit intention are lower. Therefore, creating rich experiences, enhancing the connection between the game and the location, and aiming to increase escapist, esthetic, and entertainment experiences in the game will help establish visitor's revisit intention. The results of this study are expected to assist future research on the framework of the experience economy and provide references for game design for game companies and tourism units planning to develop future game projects.