探討深度休閒特質對旅遊行為意圖之影響－－旅遊部落格認知功能與目的地意象之中介效果

To Explore the Influence of Serious Leisure Characteristics on Travel Behavioral Intentions: Perceived Functions of Travel Blogs and Destination Image as Intermediated Variables

本研究以立意抽樣方式進行問卷施測，驗證深度休閒特質對旅遊行為意圖之影響，並檢視部落格認知功能與目的地意象是否具有中介變項效果。深度休閒是人們有系統的從事一項可能是業餘、興趣或志願性的活動，可說是一種充實、有趣，並且非常有意義的休閒活動，在不屈不饒、堅持不懈的精神中，藉由活動的參與獲得技能、知識或經驗。本研究以新北市北海岸地區為研究範圍，研究對象為深度喜愛騎自行車的觀光旅遊者，調查期間為2011年9月1日到2011年12月30日，共獲得有效問卷371份。經由參數估計加以分析顯示：（1）目的地意象會顯著的影響旅遊行為意圖，此結果大致支持過往學者的研究發現。（2）深度休閒特質會顯著的影響旅遊行為意圖與目的地意象，此結果驗證本研究的推論，深度休閒特質與目的地意象、旅遊行為意圖之間確實存在某種程度的影響關係，因此對觀光業者而言深度休閒者是一群值得開發的顧客。（3）深度休閒特質會顯著的影響部落格認知功能，由此可推知具備深度休閒特質的遊憩者會有使用旅遊部落格的傾向，且認為部落格的資訊性、有趣性與互動性是非常重要的功能。（4）部落格認知功能會顯著的影響目的地意象與旅遊行為意圖，此結果顯示因部落格具有溝通與分享的特性，藉由瀏覽旅遊部落格可讓網友對景點產生深刻印象，最終促使他們產生旅遊動機甚至推薦景點給朋友。（5）研究結果亦顯示部落格認知功能與目的地意象在本研究中確具中介變項的效果，此一發現值得觀光業者的關注，耕耘旅遊部落格應可改善目的地的印象，進而促進遊憩者的旅遊意願。

This study applied purposive sampling to investigate perceived functions of travel blogs and destination image serving as the intermediated variables in the research model. Serious leisure is the systematic pursuit of an amateur, hobbyist, or volunteer core activity that is highly substantial, interesting, and fulfilling and where, in the typical case, participants find a (leisure) career in acquiring and expressing a combination of its special skills, knowledge, and experience. In this study, the participants were cyclists with serious leisure characteristics in the north coast region, New Taipei City. Data were gathered from September to December 2011. A total of 371 valid questionnaires were collected for analysis. By using parameter estimates to conduct the analysis, some conclusions were presented as follows: (1) the findings of this study indicated that destination image had positive effects on travel behavioral intentions. This result generally supports previous studies. (2) Serious leisure characteristics had positive effects on travel behavioral intentions and destination image. The results verify the inferences of this study: there is a relationship between serious leisure characteristics, destination image, and travel behavioral intentions. The tourism industry should be developed in such a way as to target people interested in serious leisure concepts. (3) Serious leisure characteristics had positive effects on the perceived functions of travel blogs. The results indicate that travelers with serious leisure characteristics will have a tendency to use a travel blog and that they think a blog with informative, interesting, and interactive features may have an important function in motivating travel. (4) The perceived functions of travel blogs had positive effects on travel destination image and behavioral intention. The results indicate that users may gain a profound impression of the destination by browsing travel blogs. Thus, travel blogs may motivate them to travel to a destination and ultimately even recommend destinations to their friends. (5) The results also verify that the perceived functions of travel blogs and destination image may serve as intermediated variables in the research model, therefore these variables are worthy of consideration by the tourism industry. Placing more emphasis on managing travel blogs may improve the destination image and enhance travelers' motivation to sightsee.