體驗為休閒涉入影響顧客價值之中介模式之研究：以溫泉旅遊遊客為例

Experience as leisure involvement’s mediator that influences customer value: A case study in hot spring tourists

旅遊的核心價值在於提供遊客深刻難忘美好的體驗，使得遊客感受到旅遊的價值，而遊客對旅遊活動的涉入程度，能否影響體驗與價值﹖體驗是否為涉入影響價值的中介變項﹖皆為頗富研究價值的課題。本研究以休閒涉入、體驗及顧客價值的影響關係為研究主題，研究方法與結果將包括如下：(1)描述性統計分析結果顯示，遊客之休閒涉入，以愉悅性最高；遊客之體驗，以情感體驗最高。遊客之顧客價值，以解壓放鬆為最高。(2)線性結構方程式分析結果顯示，休閒涉入對體驗與顧客價值有正向影響關係。體驗對顧客價值也有正向影響關係。(3)體驗是休閒涉入影響顧客價值的重要中介變數。本研究所得之研究相關結果，也將作為相關業者提升遊客休閒涉入、體驗與顧客價值的參考。

The core value of tourism is to provide wonderful and unforgettable experiences so that tourists could feel the value of the trip. Whether if tourist’s level of involvement could influence their experience and value toward the tourism activity or not, and whether the experience is the important mediating variable are the subject worth discussing. This study chose the relationship among leisure involvement, experience, and customer value as research topic. Research method and results are included in the following: (1) Results of descriptive statistical analysis showed pleasure had the highest score in tourists’leisure involvement, emotional experience had the highest score in tourists’experience, and stress release was the highest in tourists’customer value. (2) The analysis result from linear structural equation model showed leisure involvement had positive influence on experience and customer value; experience also had positive influence on customer value. (3) Experience was an important mediator for leisure involvement to influence customer value. The results from this study would be a good reference for related industry to promote tourist’s leisure involvement, experience, and customer value.