旅客停駐時間對地方認同意向、觀光意象與旅遊行為之關聯性宜蘭的現象觀察

A Study on Relationship between tourists' detention period and Local Identification, Tourist Image and Behavioral Intention--An Observation of Yilan

近年來觀光產業已然成為帶動地方經濟的重要引擎，然而伴隨觀光發展所帶來的負面衝擊亦逐一浮現。其中重要關鍵點在於觀光產業涉入者對於地方認同意向，而遊客於旅遊過程的行為與態度亦奠基於對於地方認同與否。研究指出地方居民於地方居住時間的長短，顯著影響其對地方認同感較強。據此，本研究以宜蘭為探討對象，以遊客停駐時間為變項，探討不同停駐時間與活動模式的遊客特質，以瞭解時間變項對於地方認同意向；觀光意象與旅遊行為之差異。結果顯示遊客停留時間越長對地方認同感與觀光意象皆有正面影響，連帶其相關旅遊行為亦有助於地方發展。此結果可作為地方永續觀光政策引導之調節依據。

Tourism has been the key part for local economics recently while the negative impact emerging. Local Identity of the stakeholder could be the critical item during the process, and the tourists' behaviors and attitudes are both base on the local identity which has close relationship with the time the tourist stays. This paper chooses Yilan county as a case study area, and applies a questionnaires survey to analyze the tourists with different types. The result reveals that the longer the tourist stay in the destination, the positive influence is more obvious which can be adopted to adjust the local sustainable tourism policy.