軌道經濟與文化資產再現──探討舊山線鐵道自行車之體驗價值、目的地意象、地方依戀與行為意圖之研究

Orbital Economy and Cultural Heritage Representation: A Study on the Experiential Value, Destination Image, Place Attachment, and Behavioral Intention of Old Mountain Line

具有百年歷史的臺鐵舊山線自苗栗縣政府2015年導入Rail Bike系統並經由營運移轉（OT）委由民間單位營運舊山線鐵道自行車後已為三義地區創造了逾百萬的觀光人次並帶來超過二十億元的觀光產值。本研究旨在透過曾搭乘舊山線鐵道自行車的臺灣消費者以探討體驗價值、目的地意象、地方依戀與行為意圖之間的關係。此外，在研究方法上以問卷調查法進行並於苗栗縣三義鄉勝興車站現場發放紙本與網路問卷來蒐集資料，最後一共獲得378份有效樣本。分析結果顯示，體驗價值之美感與趣味對於地方依戀具有正向顯著影響；目的地意象之認知與情感對於地方依戀具有正向顯著影響；地方依戀對於行為意圖具有正向顯著影響。最後，本研究提出四項研究建議提供參考。

Since the introduction of the Rail Bike system by the Miaoli County Government in 2015 and Operate-Transfer (OT) to a private entity to operate the Old Mountain Line Rail Bike, the over-century-old Taiwan Railway has generated more than one million tourist trips and over two billion dollars in tourism revenue for the Sanyi area, making it a rare and important tourism resource for Miaoli County. Next, this study aims to explore the relationship between experiential value, destination image, place attachment, and behavioral intention through Taiwanese consumers who have ridden the Old Mountain Line Rail Bike, in order to gain insight into domestic consumers' attitudes toward the area. In addition, a questionnaire survey was conducted to collect data by handing out paper and online questionnaires at Shengxing Station in Sanyi Township, Miaoli County, and a total of 378 valid samples were obtained. The results of the multiple regression analysis showed that aesthetics and playfulness of experiential value had a positive effect on place attachment, service excellence and consumer return on investment had no significant effect on place attachment, cognitive evaluation and affective evaluation of destination image had a positive effect on place attachment, and place attachment had a positive effect on behavioral intention. Finally, this study proposes four research recommendations based on the results: (1) deepen the historical and humanistic atmosphere of the venue: create a diverse contextual experience; (2) create an unforgettable experience for consumers: make use of storytelling; (3) create a perfect experience environment: enhance parking convenience; and (4) make use of consumers' affective evaluation: create word-of-mouth marketing.