博物館觀眾之目的地意象與忠誠度的關係：以新北市立淡水古蹟博物館為例

The Relationship between Destination Image and Loyalty of Museum Visitors: Case of Tamsui Historical Museum, New Taipei City

本研究運用結構方程模型，探討目的地意象、評量因子（服務品質、知覺價值、整體滿意度）與忠誠度的關係，希望從整體面向綜觀的角度提供博物館與地方文化觀光發展的參考依據。本研究以新北市立淡水古蹟博物館為對象，面對面問卷調查1,628位觀眾。結果顯示，到訪前對博物館的目的地意象是影響觀眾未來忠誠度的最主要因素，忠誠度並進一步受到三項評量因子不同程度的中介影響。在本研究模型中，目的地意象雖然直接且顯著正向的影響服務品質、知覺價值與忠誠度，但是卻沒有直接且顯著正向的影響整體滿意度，而是必須透過服務品質與知覺價值的中介因子來影響整體滿意度。意即，目的地意象透過服務品質和知覺價值兩者的中介效果，正向影響觀眾對博物館的整體滿意度，進而影響其對博物館的忠誠度。本模型具體驗證博物館目的地意象的重要，博物館藉由其形象的建立與其他競爭者區隔，吸引觀眾前來和再訪，或許是博物館在時代的變革與競爭中永續發展和成功的重要關鍵。

This study proposes a museum visitor behavior model by establishing a relationship between destination image, evaluative factors (service quality, perceived value and overall satisfaction) and loyalty using structural equation modeling. Our results are expected to provide the macro understanding for development of museum and cultural tourism. A total of 1,628 face-to-face questionnaires are collected from a sample of Tamsui Historical Museum, New Taipei City. The results show that destination image is a main factor affecting visitors' loyalty; not only does it have a positive and direct effect, but also an indirect one through increased awareness in evaluative factors, which act as mediators in this relationship. The results show that destination image has significantly positive effects on service quality, perceived value and loyalty, and has a positive effect on overall satisfaction through the mediators of service quality and perceived value. Therefore, projects to build the destination image of museums should help facilitate revisits from loyal visitors. This is critical to the successful management and sustainable development of museums.