遊客遊憩涉入、體驗價值與地方依戀關係之研究──以新竹縣內灣風景區為例

The Relationships among Recreation Involvement, Experiential Value and Place Attachment: The Study of Neiwan Scenic Area, Hsinchu

涉入的產生原因來自於人的關切與興趣，亦來自其情節刺激及活動方式。而遊憩涉入為參與者從事遊憩活動時投入程度，及衍生出整體表現，亦可作為瞭解參與者遊憩行為之重要變項。本研究旨在探討新竹縣內灣風景區遊客遊憩涉入對體驗價值及地方依戀之影響。採便利取樣方式進行問卷調查，計蒐集352份有效問卷（回收率88%），以驗證性因素分析及複迴歸法進行統計分析，同時驗證遊客體驗價值在遊憩涉入及地方依戀間的中介效果。研究結果顯示：（一）遊憩涉入三個構面（吸引力、中心性、自我表現）皆對地方依戀有顯著正向影響；（二）遊憩涉入的吸引力、自我表現兩個構面對體驗價值具有顯著正向影響；（三）體驗價值在自我表現涉入與地方依戀間具有部分中介效果；體驗價值在吸引力涉入與地方依戀間具有完全中介效果。建議管理單位可以透過體驗價值的強化，進而提升遊客對內灣風景區的依戀程度。

The reasons of recreation involvement not only come from people's concerns and interests, but also from the way of stimulation and activities. This study aims to investigate the causal relationship between recreation involvement, experiential value and place attachment. For the final sample the response rate was 88% (i.e. 352 usable surveys were collected from the 400 questionnaires distributed). The techniques for testing the hypotheses are based on multiple regression analysis and mediated regression analysis. The results of survey show: (1) three components of involvement “attraction”, “centrality” and “self-expression” had a significant effect on consumer place attachment; (2) two components of involvement “attraction” and “self-expression” had a significant effect on consumer experiential value; and (3) Experiential value fully mediates the effects of the “attraction” involvement on place attachment; “self-expression” involvement is partially mediated through experiential value in influencing place attachment.