目的地意象、旅遊動機、體驗價值與行為意向之研究──以平溪老街為例

The study of relationship among destination image, travel motivation, experience value and behavioral intention- A case study of Pingxi Old Streets

平溪老街保存許多傳統的長條型街屋，並且具有「天燈、老街、鐵道」等特色，讓旅客不僅能體驗到懷舊的歷史氣息與悠閒的生活步調，更增添旅程中的美好回憶。本研究利用計畫行為理論的概念經由問卷調查法探討我國旅客對平溪老街的目的地意象如何經由旅遊動機、體驗價值對行為意向所產生的影響。所得資料以描述性統計、因素分析、相關分析及迴歸分析等統計方法進行資料處理。研究結果顯示，目的地意象對旅遊動機、旅遊動機對體驗價值、體驗價值對行為意向具有顯著正向影響，以及旅遊動機和體驗價值在目的地意象與行為意向之間具有完全中介效果。本研究基於實證結果提出相關結論及建議，以作為相關單位對平街老街未來觀光規劃與行銷之參考依據。

Many traditional long townhouses have been preserved on the Pingxi Old Streets, which features sky lanterns, old streets, and railroads. These enable tourists to revel in the nostalgic historical atmosphere and leisurely pace of life on the old street, adding to their positive tourism memories. The study use of the theory of planned behavior to investigate destination image influent behavioral intention through travel motivation and experience value by questionnaires. The data were processed through a descriptive statistics analysis, factor analysis, correlation analysis, and regression analysis. The results shows that destination image have positive impact on travel motivation, travel motivation have positive impact on experience value, experience value have positive impact on behavioral intention, and destination image have positive impact on behavioral intention through travel motivation and experience value. Conclusion and suggestions are provided on the basis of the empirical results for relevant units to reference in planning and marketing the tourism of the Pingxi Old Streets.