觀光意象對遊客滿意度與行為意向影響之研究－－以九份老街為例

The Impact of Tourism Image on Tourists'　Satisfaction and Behavioral Intentions:A Case of Jiufen Old Street

觀光發展造就了當地經濟的蓬勃發展，但也因過度重視觀光經濟層面的發展，忽略了人文風俗的維護與保存，進而影響原本的風貌與純樸。唯有尊重文化的發展與存續，追求經濟效益的目的才會為大眾所支持，故本研究以九份老街為例，從觀光意象的角度來探討不同遊客屬性對九份老街之觀光意象、滿意度、行為意向是否有顯著差異，其次進而分析遊客對當地觀光意象、滿意度、行為意向之關係。本研究提出之建議如下：（1）遊客對九份老街形象受到個人旅遊體驗後的影響較深，且是適合家庭和朋友旅遊；（2）遊客對九份老街餐飲、非餐飲之軟、硬體設施皆感到滿意，則認為停車便利性、交通便利性較需改進；（3）遊客願意在網路上推薦九份老街，並做為同類型旅遊第一選擇；（4）遊客對於九份老街「觀光意象」重視程度越高，其「滿意度」越高；（5）遊客對九份老街「觀光意象」與「滿意度」愈高，其「行為意向」也愈高；（6）遊客「車程時間」、「交通費用」、「停留時間」與「旅遊總支出」呈正相關。而本研究亦自實證結果中提出建議，供政府與業者對於九份老街進行相關規劃與經營之參考。

Tourism expansion can inspire vigorous economic development of the local spot, but on the contrary, if economic development of tourism are emphasized too excessively, maintenance and preservation of humane customs might be neglected, further influencing the original styles, features, and primitives. Only if the development and preservation of the original culture are highly-respected, the goal of pursuing economic benefits could receive the public's support. As a result, this paper considers the case of Jiufen Old Street from the viewpoint of tourism image to investigate whether various tourists' attributes have remarkable difference on tourism image, satisfaction, and behavioral intentions of Jiufen Old Street. Furthermore, the relationships of tourists on tourism image, satisfaction, and behavioral intentions are analyzed. The analyzed results show that (1) tourists' images on Jiufen Old Street are easily influenced by their personal travel experiences, and the sightseeing spot is suitable for family and friends; (2) tourists are satisfied with food, beverage, as well as software/hardware facility, but think that the convenience of parking and traffic should be improved; (3) tourists are willing to recommend Jiufen Old Street on the Internet, and take it as the first choice among the tourisms of the same type; (4) if tourists pay more attention on the 'tourism image' of Jiufen Old Street,then their degree of 'satisfaction' is higher; (5) if tourists have higher degrees for 'tourism image' and 'satisfaction', then their 'behavioral intentions' are higher; (6) the 'transportation time', 'traffic fee', 'duration of stay', and 'total travel expenses' are in direct proportion. From the empirical results, this paper also provides references to the government and industry on planning and managing the tourism in Jiufen Old Street.