文化古蹟解說服務品質對遊客忠誠度影響以台南府城文化古蹟為例

The impact of interpretation service quality for cultural heritage on tourist loyalty: An example of cultural heritage in Tainan

本研究目的旨在深入瞭解文化古蹟的解說服務品質（包括解說牌和解說人 員）對遊客地方依附，進而對景點滿意度及忠誠度（包括重遊意願與推薦他人）等變數之影響。以至台南文化古蹟景點（赤崁樓、延平郡王祠、孔廟與安平古堡） 旅遊的遊客為研究對象，並以結構方程模式進行分析。本研究發現解說牌解說服 務品質會正向影響遊客的地方依附、重遊意願與推薦他人；但對遊客的景點滿意 度則無正向影響。解說人員解說服務品質則只有對遊客的推薦他人有正向影響。 地方依附對遊客的景點滿意度和重遊意願有正向影響；地方依附會經由遊客對景 點滿意度與重遊意願間接對遊客的推薦他人有正向影響。景點滿意度對遊客的重 遊意願與推薦他人有正向影響。

The purpose of this study was to deeply examine the impact of “interpretation service quality (including interpretative sign and narrator)”on “place attachment”，and further on “destination satisfaction” and “loyalty (including revisit intention and willingness to recommend)” of tourists. The research target was visitors in cultural historical sites of Chihkan Tower， Koxinga Temple， Confucius Temple and Anping Fort in Tainan. The data were analyzed by conducting the structural equation modeling. The results of the empirical study show that interpretive sign’s interpretation service quality has positive influences on tourist’s place attachment， revisit intention and willingness to recommend; however， the influence on destination satisfaction cannot be corroborated. Narrator’s interpretation service quality only has a positive influence on willingness to recommend. Place attachment of tourists has positive influences on destination satisfaction and revisit intention， but place attachment has a positive influence on willingness to recommend through destination satisfaction and revisit intention. Destination satisfaction of visitors has positive influences on revisit intention and willingness to recommend.