聚落遊客之旅遊動機類型、選擇準則與態度之研究

A Research on Visitors' Travel Motivation, Evaluation Criteria, and Attitude toward Traditional Settlement Travels

本研究之目的在歸納國內旅客從事原住民部落與客家聚落旅遊時之動機、涉入、考量準則與態度之特徵。研究首先分析受測者旅遊動機、對聚落歷史文化涉入度、服務屬性重視程度、服務滿意度與再遊意願之間的關聯性，接著以集群分析技術，將366位受測者依照其旅遊動機區隔成幾個旅遊動機集群，並借用「推敲可能性模式」推論各集群的聚落類型選擇、涉入度、聚落服務內外屬性重視度、滿意度與再遊意願程度。結果顯示，旅遊動機強度與旅客對聚落歷史文化的涉入度、屬性重視度、滿意度與再遊意願存在顯著正相關，而「隨遇而安」族、「文史生態」族與「同聚共用」族，無論在聚落類型選擇、考量的屬性、服務滿意度以及再遊意願等態度亦有顯著差別。最後，本研究透過改善係數分析，為原住民部落與客家聚落觀光經營業者提供服務缺失改善方向，以及針對三個動機集群之行銷推廣手法之建議。 The purposes of this research are to induct the characteristics of tribe visitors' travel motivation, involvement toward settlement's history and culture, travel destination choice criteria, and the levels of their satisfaction with service attributes and willingness to revisit. First, the positive correlations were demonstrated between variables as mentioned above. Furthermore, a cluster analysis was applied to group tree clusters on the basis of 366 participants' patterns of travel motivation. Finally, based on the rationales of Elaboration Likelihood Model, the current research found that Culture-Ecology Enthusiasts, a cluster with the highest travel motivation, prefer to visit indigenous tribe rather than visit Hakka villages. Also, they highly involve in Taiwanese settlements' history and culture in Taiwanese features, more focus on intrinsic service attributes provided from travel agents, more satisfied with the service qualities, and as anticipated, have higher re-visit tendency than the other two clusters.