探討文化遺產真實性對旅遊忠誠度之影響

Exploring the Effect of Authenticity on Loyalty in Culture Heritage Tourism

文化遺產逐漸成為遊客重要旅遊目的地之一，也在整體觀光市場中佔有越形重要的地位，過去研究已顯示遊客對景點真實性的感受可能對忠誠度有所影響，本研究希望以會安古城為例，探討拜訪文化遺產之遊客，是否也存在同樣的關係。會安古城是越南中部地區重要的遺產觀光景點，以其特殊的文化建築吸引了眾多遊客前往觀光，本文以「會安古城」越南籍遊客作為實證研究對象，探討客觀真實性、存在真實性以及忠誠度之間的關係。研究於越南會安古城老街進行問卷調查，共回收285份有效問卷。研究結果透過迴歸分析顯示，客觀真實性顯著影響存在真實性，客觀真實性及存在真實性皆對忠誠度達到顯著影響，其中，客觀真實性對忠誠度有較高的影響，意味著遊客若越喜歡會安古城安的建築、設計、街景及販賣的商品等，則會有較高的忠誠度。本研究結果預期能對會安古城及相關文化遺產等管理單位之經營規劃帶來適當貢獻。Culture heritage tourism has been a popular tourists' destination choice in recent years,heritage tourism are thus playing more and more important roles in the tourism markets. Among, tourists enjoy authentic experiences in destination now is as experience the heritage tourism is an important factor. Hoi An Ancient Town is one of Vietnam's premiere World Heritage sites with Its special cultural buildings attract many visitors to coming. This study examines 'Hoi An Ancient Town' Vietnamese tourists as an empirical research. We examined the relationship among object-based authenticity, existential authenticity and loyalty, and finally obtained 285 valid samples. The results indicate that object-based authenticity has positive influence on the existential authenticity. Additionally, object-based authenticity, existential authenticity has positive influence on the loyalty. Among them, existential authenticity has the highest influence on loyalty, which means if more visitors prefer Hoi An Ancient Town scheduled events, celebrations, the more experience the historical experience of Hoi An Ancient Town, and feel the atmosphere of calm and tranquility, then they have higher loyalty. The results of this study are expected to be able to Hoi An Ancient Town and the relevant Culture Heritage management plan and other management units to provide an adequate contribution.