體驗價值、滿意度與行為意圖之關係研究－－以遊客參觀赤崁樓為例

A Study of the Visitor’s Experience Value, Satisfaction and Behavioral Intention: A Case of the Chihcan Tower in Tainan City

本研究旨在建構並驗證「體驗價值、滿意度與參觀古蹟行為意圖關係模式」，進而了解遊客之體驗價值、滿意度與參觀古蹟行為意圖三者間之關係。研究對象以台南市赤崁樓之遊客進行問卷調查，共獲得有效問卷317份。經文獻回顧相關理論後，以結構方程模式進行分析，研究結果顯示：本研究之「體驗價值、滿意度與參觀古蹟行為意圖關係模式」，整體模式適配程度良好。由該模式得知，遊客體驗價值與滿意度皆顯著正向的影響參觀古蹟行為意圖；而且，體驗價值對滿意度也有顯著正向的影響。依據研究結果對相關單位提出建議，藉由提升遊客體驗價值和滿意度，以期提升參觀古蹟之行為意圖，亦對後續研究提出建議。

The purpose of this study was to establish a conceptual model of tourists integrating three constructs including experience value, satisfaction and behavioral intention. A total of 317 valid questionnaires were collected through from the tourists at Chihcan Tower in Tainan City. The findings indicated an acceptable fit in the overall modified model. Using Structural Equation Modeling analysis, the results showed that the tourists’ experience value and satisfaction influenced behavioral intention for heritage tourism, and their experience value significantly and positively influenced satisfaction. Based on the results derived, we proposed a number of managerial suggestions for the related departments so as to promote the heritage tourism tourists’ experience value, satisfaction and behavioral intention. The recommendations for future research were also provided.