流不流漣、百年依戀：陸客來臺自由行之行為意圖

Lingering upon Century-old Sentiment: Chinese Tourists’ Behavioral Intention of Independent Travel in Taiwan

兩岸歷經60餘年的分隔，無論政治發展、社會系統、生活方式與思維定勢均呈現明顯差距，賦予臺灣獨特神祕感的目的地意象。即便人員往來及經貿熱絡，卻因長期隔閡，政治氛圍顯現外弛內張的冷和態勢。陸客進行目的地選擇之際，可能會在旅遊阻礙、旅遊動機及目的地意象之間忐忑，並對來臺自由行的行為意圖產生影響。本研究應用結構方程模型探究構念之間的脈絡關係，發現 (1) 旅遊動機對目的地意象呈現顯著影響；(2) 目的地意象在旅遊動機與行為意圖之間扮演關鍵的中介角色；(3) 旅遊阻礙對目的地意象呈現顯著負向影響；(4) 目的地意象對於行為意圖具有顯著的正向影響。建議當局善用地方依附之情感連結，形塑「在地獨特性」的意象，挖掘並啟動目標客群的價值體驗。

Taiwan and China have been separated across the Taiwan Strait for more than60 years, and there is a significant gap in political development, social system,lifestyle and thinking between the two areas. Taiwan thus has a unique andmysterious “destination image”. Although tourist visits, as well as economic andtrading cooperation, are frequent, there remains a cold peace between Taiwan andChina. When selecting destinations to visit, Chinese tourists might take intoaccount with regard to travel constraints, travel motivation and destination image,which can reduce their behavioral intention to carry out independent travel inTaiwan. Using structural equation modeling, this study examines the relationshipsamong various constructs, and found the following: (1) travel motivationsignificantly influences destination image; (2) destination image plays a significantmediating role between travel motivation and behavioral intention; (3) travelconstraints significantly and negatively influence destination image; and (4)destination image significantly and positively influences behavioral intention. Thisstudy suggests that the government should establish the image of “localuniqueness” by cultivating emotional connections with regard to attachment to aplace, and that it should do so by discovering and triggering the target customers’value experiences.