創意旅遊遊客旅遊體驗、休閒效益與行為意圖之關係

Exploring the Relationship among Creative Tourist Experience, Leisure Benefit and Behavioral Intention

隨著文化創意產業的發展以及人們消費型態改變，不斷追求高層次的需求滿足，使創意旅遊成為一種新興旅遊型態。創意旅遊提供不同的旅遊體驗模式，透過直接參與體驗和工藝坊之活動，瞭解旅遊目的地傳統文化，讓旅客獲得休閒效益。過去研究，對於創意旅遊之休閒效益尚未有深入的探討，因此，本研究以遊客觀光體驗的觀點切入，來探討創意旅遊體驗對休閒效益與行為意圖之關係。本研究以台中光復新村、宜蘭國立傳統藝術中心、羅東林業文化創意園區為研究地點，採便利抽樣法針對滿18歲以上參與體驗活動之旅客，調查時間為106年4月至5月間，共發出377份問卷，有效問卷348份。研究結果發現旅遊體驗對休閒效益及行為意圖有顯著正向相關，休閒效益對行為意圖亦有顯著正向相關本研究之結果，可提供創意旅遊業者進行產品的規劃及開發，思考如何提供遊客優質的觀光休閒體驗。

The development of culture and creative industry and consumption patterns transformation with the pursuit of high-level consumer need satisfaction, the creative tourism has become a new type of tourism to provide a different manner of tourism experience, through direct participation in the experience and craft square activities in understanding destination traditional culture. The experience of creative tourism provides the opportunity to fulfill tourists’ needs in obtaining the leisure benefits. However, from tourist’s experience perspective, the question as to whether taking a leisure trip to creative tourism sites relates to leisure benefits has yet to be fully explored. To supply the above deficiencies, this research is in an attempt to investigate the effects of creative tourist experience on behavioral intention and leisure benefits. The research sites are Taichung Guangfu Village in Taichung, National Center for traditional Arts in Ilan, Luo Donglin cultural and creative industry park in Ilan. The participants are the visitors who visit those three tourism attractions and participated in creative activities. The survey was conducted from April to May in 2017 obtaining 377 valid questionnaires. The results show that the creative tourism experience has a positive effect on the leisure benefits as well as behavioral intentions. The leisure benefit has a significant effect on the behavior intention. This study is to provide management and policy implications for creative tourism industry in planning high-quality creative tourism environment.