當遺產遇上觀光──遊客真實性知覺、滿意度對忠誠度之影響

The Effects of Tourists' Perceived Authenticity and Satisfaction on Loyalty in Heritage Tourism

真實性被視為遺產景點的核心發展要素，滿意度則在觀光領域被認為是提高忠誠度首要工作，但兩者在遺產觀光中扮演之角色尚缺乏足夠比較與討論。本研究解構真實性為客體真實性、個人內在真實性、人際之間真實性等獨立概念，探討與滿意度、忠誠度之關係。實證研究於台南北門進行，總共調查395份有效問卷，測量項目獲得信度、效度檢驗。研究結果發現，若總體考量直接效果與間接效果，客體真實性、個人內在真實性、人際之間真實性對忠誠度的整體影響都大於滿意度，結構方程模式中各構念的路徑關係獲得確認，也共同解釋了比過去相關研究更高比率的忠誠度變異量。文末並針對理論與管理提供建議，為真實性理論及遺產觀光管理單位帶來適當貢獻。

Authenticity is a core developmental factor for heritage sites, and satisfaction is the first stage in establishing consumer loyalty in tourism. However, few studies have discussed and compared the role of authenticity and satisfaction in the context of heritage tourism. This study classifies authenticity into object-related, intra-personal, and inter-personal authenticity and examines their relationship with satisfaction and loyalty. An empirical analysis is conducted in Beimen, Tainan. Data from 395 valid questionnaires are used to test the reliability and validity of the measurement items. The results indicate that both the direct and indirect effects of object-related, intra-personal, and inter-personal authenticity on loyalty are greater than those of satisfaction. Moreover, the path relations of each construct in the model are confirmed, explaining the higher variation of loyalty compared with that reported in previous studies. The findings have key implications for authenticity theory and heritage tourism management.