遊憩吸引力與體驗價值之研究──以某渡假村為例

The Research of Leisure Attraction and Experiential Value-A Case Study of A Resort

旅遊業者會透過增強自己的服務的其他相關設施來增加遊憩吸引力，遊客也會透過多方感官，如視覺與聽覺來接收旅遊業者想要透漏的細節，而當遊客實際參與旅遊行程後的感觸，以及旅遊過後對生活的影響等附加價值都會變動遊客的忠誠度和滿意度，對於未來旅遊業者在規劃行銷計劃時，能有具體的建議與方向，使得行銷計畫於執行時能更有效率與效能，因此本研究假設遊憩吸引力會影響忠誠度與滿意度，體驗價值也同時會影響忠誠度與滿意度，最後滿意度會影響忠誠度，導致滿意度為中介因素影響體驗價值對忠誠度的關係。因此本研究結果發現遊憩吸引力會影響忠誠度與滿意度，體驗價值也同時會影響忠誠度與滿意度，最後滿意度會影響忠誠度，導致滿意度為中介因素影響體驗價值對忠誠度的關係。目前行銷通路的發達並且不斷推陳出新，相對也延伸出許多能刺激消費者的手段與方法，遊憩吸引力就扮演相當重要的角色，遊憩吸引力越強化越能刺激到消費者的關注，比起過去的行銷環境，目前的行銷環境的加強更能有效吸引到消費者的目光，再者當遊客在實際體驗旅遊的過程中與最初旅遊的目的一致性，在體驗旅遊後的生活回應和正向影響也會促使在旅遊體驗後知覺的提升，在體驗旅遊行程前被吸引的期待感，然後在體驗旅遊過程中以及旅遊後的生活迴響都會影響遊客之忠誠程度與滿意程度，最後對於遊客的原地再次旅遊意願，以及願意主動推薦親友前往都是關鍵的影響因素。 Travel agencies always enhance service quality or related equipment for leisure attraction promotion. Tourists use sense like sight and hearing to receive information which travel agencies delivery, also tourists change their mind about the degree of loyalty and satisfaction after they experience travel schedules reality and value added of travel schedules. This work would like to recommend suggestion and aspect when travel agencies plan marketing strategy for effectiveness and efficiency. So that this work supposes leisure attraction affect the degree of tourist loyalty and satisfaction, experiential value affect the degree of tourist loyalty and satisfaction as well. And the degree of tourist satisfaction affects the degree of tourist loyalty too. At last above leads to the degree of tourist satisfaction is mediator to affect the relationship between experiential value and tourist loyalty. This work gets the result that leisure attraction is significantly affect loyalty and satisfaction, also experiential value significantly affect loyalty and satisfaction, and satisfaction significantly affect loyalty. At last, satisfaction is a mediator of a relationship between experiential value and loyalty. So far marketing channel changed rapidly extends more methods to excite consumers to purchase. Leisure attraction is a very important role to catch consumers’ eye so that makes leisure attraction more strong is work than past. When tourists in the travel feel the experience as beginning they thought and then experiential value would be higher after travel. Tourists always expect travel schedule lead the process and experience of travel respond loyalty and satisfaction intensively and these are key point of repurchase intention and recommendation.

Travel agencies always enhance service quality or related equipment for leisure attraction promotion. Tourists use sense like sight and hearing to receive information which travel agencies delivery, also tourists change their mind about the degree of loyalty and satisfaction after they experience travel schedules reality and value added of travel schedules. This work would like to recommend suggestion and aspect when travel agencies plan marketing strategy for effectiveness and efficiency. So that this work supposes leisure attraction affect the degree of tourist loyalty and satisfaction, experiential value affect the degree of tourist loyalty and satisfaction as well. And the degree of tourist satisfaction affects the degree of tourist loyalty too. At last above leads to the degree of tourist satisfaction is mediator to affect the relationship between experiential value and tourist loyalty. This work gets the result that leisure attraction is significantly affect loyalty and satisfaction, also experiential value significantly affect loyalty and satisfaction, and satisfaction significantly affect loyalty. At last, satisfaction is a mediator of a relationship between experiential value and loyalty. So far marketing channel changed rapidly extends more methods to excite consumers to purchase. Leisure attraction is a very important role to catch consumers’ eye so that makes leisure attraction more strong is work than past. When tourists in the travel feel the experience as beginning they thought and then experiential value would be higher after travel. Tourists always expect travel schedule lead the process and experience of travel respond loyalty and satisfaction intensively and these are key point of repurchase intention and recommendation.