大陸遊客對於旅行社品牌意象、旅遊記憶觀光體驗與重遊意願關係之研究

The Study of China Tourist on the Relationship among Brand Image, Travel Memorable Tourism Experiences and Revisit Intention

在過去研究顯示有品牌的旅行社，遊客對其整體意象有顯著的助益，遊客對於旅行社的品牌意象是否會影響重遊意願，此為旅行社經營重要之課題，但過去的研究較不多見。再者，影響重遊意願的因素也非常多，而以旅遊記憶觀光體驗作為影響因素也較少研究文獻進行探討。因此，本研究目的希望瞭解遊客對於旅行社品牌意象，是否會受到遊客旅遊記憶觀光體驗之影響，進而是否產生重遊意願。本研究樣本對象以來臺灣2次以上（含2次）觀光旅遊之大陸遊客為研究範圍，其中有效問卷為236份，經統計分析後發現，遊客對於旅行社的品牌意象會正向影響重遊意願，且遊客旅行社品牌意象對於重遊意願會受到旅遊記憶觀光體驗中介效果的影響。本研究最後提出實務與理論之結論與建議，以供後續相關研究者或旅行社經營管理人員做為參考之依據。

In the past studies showed that the brand of travel agencies had significant benefits to overall image of tourist. Whether the tourist on brand image of travel agency was affect revisit intention, this would be an important issue for travel agencies. But it was relatively rare researches in the past. Moreover, there were many factors that affect revisit intention, and the travel memorable tourism experiences as the influencing factors were also less literatures of review. Therefore, the purpose of this study was to understand the tourists for brand image of the travel agency, whether it were going to be tourists travel memorable tourism experiences, and then bring about revisit intention. The study of the sample objects who were mainland tourists have visited to Taiwan more than 2 times (including 2 times). There were 236 valid questionnaires, after statistical analysis found that tourist on brand image of travel agency were going to positively affect revisit intention. And the tourists travel memorable tourism experiences had mediating effect between brand image of travel agency and revisit intention. Based on the study results, it was suggested that the researchers or managers of travel agency concerned pay special attention to this aspect.