旅遊意象、遊憩體驗與行為意向之研究──以桃園市大溪老街為例

A Study of Relationship among Tourism Image , Recreation Experience and Behavioral intentions --The Case study on Daxi Historical street, Taoyuan City

近年來國內旅遊消費型態的改變，深度、體驗的旅遊方式受國人青睞。大溪於2019年交通部觀光局推出的「經典小鎮」票選活動，被票選為桃園市最高票。大溪的好山好水、大溪老街的地方特色與景觀風貌，讓旅客在整體的遊憩休閒體驗上有較高評價及好的口碑，進而帶動地方觀光產業發展，並能根據研究結果提出建議，給予大溪老街作為改善的依據。本研究主要以桃園市大溪老街遊客為研究對象，探討旅遊意象、遊憩體驗與行為意向等變數之因果關係，以信度分析及迴歸分析法進行統計分析。研究結果發現：分析旅遊意象與遊憩體驗對行為意向的關聯性，發現旅遊意象對遊憩體驗有顯著影響、旅遊意象對行為意向有顯著影響、遊憩體驗對行為意向顯著影響均得到支持;旅遊意象透過遊憩體驗對行為意向有中介效果。

In recent years, domestic tourism consumption patterns have changed, and in-depth and experiential tourism methods have been favored by Chinese people. Daxi's ''Classic Town'' voting campaign launched by the Tourism Bureau of the Ministry of Transport in 2019 was voted the highest in Taoyuan City. The beautiful mountains and rivers of Daxi, the local characteristics and landscapes of Daxi Old Street, allow tourists to have a high evaluation and good reputation in the overall recreational experience, and then promote the development of local tourism industry, which is a topic that cannot be ignored. And can make suggestions based on the research results, and can give Daxi Old Street as a basis for improvement. This study mainly takes tourists from Daxi Old Street in Taoyuan City as the research object to explore the causal relationship among variables such as tourism imagery, recreational experience, and behavioral intentions, and conduct statistical analysis by reliability analysis and regression analysis.The results of the study found that: Analyzing the relevance of tourism imagery and recreational experience to behavioral intention, it is found that tourism imagery has a significant impact on recreational experience, tourism imagery has a significant impact on behavioral intention, and recreational experience has a significant impact on behavioral intention.