永續意向與滿意度關聯性：從多重中介角色驗證動機及價值評估

Sustainable Intention to Satisfaction: The Multiple Mediators of Motivation and Value Evaluation

在過去幾年，旅遊研究者開始注重遊憩行為與環境保護間的關聯性。為了凸顯本議題的重要性，本研究發展出一個新的整合模式來驗證永續意向與動機及價值衡量間的關聯性。在主構面分析上，以642位遊客為樣本進行測試，結果顯示，永續旅遊意向可透過動機觸動及價值衡量提升，進而提高旅遊滿意度。在次構面分析上，以放鬆動機為出發點，經由新穎性的探索可以達到刺激及學習效果，並進而增進整體價值。我們經由多重中介效果並透過理論及現象的闡述來解釋這個關鍵議題。

Over the past few years, tourism research has raised critical issues of individual and contextual behavioral factors about environmental protection during leisure activities.To address and extend these issues, the present study developed and tested a new integrated model of how intention towards sustainability affects tourist motivation and value evaluation, and enhances satisfaction.In the main dimension analysis, the results of this study of 642 tourists show that intention towards sustainability was positively related to tourist motivations of relaxation, excitement and learning, and further influences their evaluation of novelty and overall value, thereby improving satisfaction.This study further conducted sub-dimension analysis of motivation and value evaluation. The resultsof the sub-dimension analysis demonstrate relaxation affects excitement and learning via novelty. Thus, the results confirm that novelty, excitement, and learning play a mediating role between relaxation and overall value.We discuss how this intriguing multiple mediation mechanism can be explained by using theory and research.