遊客知覺價值、滿意度與重遊意圖之研究──以鹿港老街為例

Effect of Perceived Value and Satisfaction on Tourist Revisiting Intention: A Case of Lu-Kang

本研究目的為發展一個遊客重遊意圖與前置變數間的關係模式，探討老街觀光遊客的知覺價值、滿意度以及重遊意圖間之關係。以彰化縣鹿港老街旅遊區為研究基地，經由遊客自填式問卷收集調查資料，依據資料分析顯示遊客的知覺價值影響滿意度與重遊意圖，且滿意度也影響重遊意圖。此研究結果發現知覺價值、滿意度與重遊意圖三者間為一穩定的結構關係，且遊客滿意度為知覺價值與重遊意圖間的中介變數。依據研究結果，提供老街旅遊經營者擬定觀光發展計畫與行銷策略之參考。

The purpose of this study was to develop an integrated model to examine the antecedents to tourists’ revisit intentions. This study was to examine perceived value and satisfaction on historical street tourism tourists’ revisit intentions. Data were collected from tourists to Lu-Kang. The results indicated that perceived value influenced tourists’ satisfaction and revisit intention; and satisfaction impacted tourists’ revisit intention. Overall, the results confirmed that the stable relationship among perceived value, satisfaction and revisit intention. Tourists’ satisfaction was a mediator between perceived value and revisit intention. Further, the implications of the findings for marketing and historical street tourism development were discussed.