文創園區遊客體驗、滿意度與忠誠度-旅遊動機的角色探討

Tourist experience, satisfaction, and loyalty in Cultural and Creative Parks- Exploring the role of travel motivation

隨著休閒意識普及和文化創意產業蓬勃發展，文創園區成為現代旅遊重要目的地。本研究在探討遊客在華山/松山文創園區的體驗是如何影響其滿意度和忠誠度，並檢驗旅遊動機的調節作用。本研究使用結構方程式(SEM)與SPSS 25分析297份有效樣本，實證結果顯示：遊客體驗對滿意度和忠誠度有顯著正向影響，但滿意度對忠誠度的影響卻不顯著，且旅遊動機並未對遊客體驗與忠誠度關係產生顯著調節效果。本研究建議文創園區管理者應透過提供互動性和多樣性活動來強化遊客體驗以利提升遊客滿意度和忠誠度。

With the growing awareness of leisure and the development of cultural and creative industries, cultural and creative parks have become key tourism destinations. This study explores how tourists' experiences at Huashan and Songshan parks impact their satisfaction and loyalty, and examines the moderating role of travel motivation. Using Structural Equation Modeling (SEM) and SPSS 25 on 297 valid samples, empirical results show that tourist experience significantly impacts both satisfaction and loyalty, but satisfaction does not significantly impact loyalty. Travel motivation does not significantly moderate the experience-loyalty relationship. It suggests park managers enhance tourist experiences with interactive and diverse activities to boost satisfaction and loyalty.