遊客對老街的旅遊動機、體驗價值與旅遊意願關係之研究──以湖口老街為例

A Study on the Relationship among Travel Motivation, Experiential Value and Travel Intention of Tourist - Take Huko Old Street for Example

隨著全球觀光熱潮蔓延，政府實施周休二日的政策後，興起國人對休閒的重視，假日到老街走走，也成為許多人休閒活動的方式，近年來老街也增設許多體驗活動，增加遊客的體驗價值進而增加遊客前往的意願，在台灣存在著許多已經高度商業化的老街，這讓每條老街變得越來越相似。目前已經有關於老街的討論，包含國家政策、社區營造推動、文化商品建立，也探討老街的建構面向，反思老街經營的方式。本研究主要以湖口老街遊客為研究對象，探討旅遊動機、體驗價值與旅遊意願等變數之因果關係，以信度分析及迴歸分析法進行統計分析。研究結果發現：分析旅遊動機與體驗價值對遊客旅遊意願的關聯性，發現旅遊動機對體驗價值有顯著影響、旅遊動機對旅遊意願有顯著影響、體驗價值對旅遊意願有顯著影響均得到支持 ，旅遊動機透過體驗價值對旅遊意願有仲介效果。遊客的體驗價值能正向影響其旅遊意願，建議將湖口老街附近三元宮、老街街屋、天主堂等納入政策的規劃中，期待三元宮能夠保有百年古蹟的價值並能根據研究結果提出建議，給予湖口老街作為改善的依據。

With the spread of the global tourism boom, after the government implemented the policy of two days off every week, the rise of Chinese people's emphasis on leisure. Walking in the old street on holidays has also become a way for many people to relax. In recent years, many experience activities have been added to the old street. Increase the experience value of tourists and increase the willingness of tourists to go. The highly commercialized old streets in Taiwan make them all being similar. Currently, to improve the manage way of old steet, the discussion concept includes national policy, community construction, cultural product and the construction of old steet. The purpose of this research is to analyze the effect of travel motivation and experiential value visitor satisfaction for Huko Old Street. The conclusions and suggestions were listed as follows. The tools used for data analysis are correlation analysis and regression analysis. The results of this research are as following: To analyze the correlation among travel motivation, experiential value and travel intention of tourist. The result reveals that travel motivation has an significant effect on travel motivation, experiential value and travel intention of tourist. Besides, travel motivation has much influence on experiential value as well. In other words, experiential value has mediating effect, on tourism attraction and visitor satisfaction. The experience value of tourists can positively affect their willingness to travel. It is recommended that Sanyuan Palace, old street houses, and the Catholic Church near Huko Old Street be included in the policy planning. It is expected that Sanyuan Palace can retain the value of a century-old monument and can be proposed based on the research results. It is recommended to give Huko Old Street as a basis for improvement.