襲產旅遊遊客文化認同、場所依戀與重遊行為意圖之研究

Effect of Cultural Identity, Place Attachment on Heritage Tourists’ Revisiting Behavioral Intention

襲產旅遊是觀光產業中持續成長的一種類型，本研究目的為探討襲產旅遊遊客文化認同、場所依戀與重遊行為意圖間之關係，以了解遊客重遊行為意圖之發展與形成。透過旅遊區現地自填式調查問卷收集遊客資料，選擇鹿港老街旅遊區為研究基地，經資料分析結果顯示遊客的文化認同影響場所依戀，且文化認同與場所依戀兩者皆對重遊行為意圖產生影響，表示文化認同與場所依戀為遊客重遊行為意圖重要的前置變項。研究結論為遊客對旅遊區文化的認同能增進遊客場所依戀與重遊行為，且旅遊區無形的文化要素也是形成遊客對旅遊區情感連結的重要因素。建議襲產旅遊經營單位可依據，作為擬定遊客行銷計畫之參考。

Heritage tourism is one of the growth sectors in the tourism industry. The purpose of this study is to examine cultural identity and place attachment on tourists’ revisit behavioral intention. A self-administered survey was conducted on heritage tourists in the historic town of Lu-Kang. The results indicated that cultural identity influenced place attachment, which in turn cultural identity and place attachment influenced tourists’ revisit behavioral intention. Overall, the results confirmed that cultural identity and place attachment are important antecedents of tourists’ revisiting behavioral intention. The findings suggested that the cultural identity plays a significant role in place attachment and revisit behavioral intention. Therefore, intangible cultural elements generate tourists’ emotional bonding with destination. Implications for theory and practice are provided.