目的地依附之中介效果對於遊客行為的實證研究:以台灣主題樂園為例

Empirical Study of the Mediating Effect of Destination Attachment on Tourist’s Behavior: A Case of Theme Parks in Taiwan

"意象"、與 "依附"兩個字句已廣泛地應用在心理學、行銷學與觀光學的研究。前者意指人們對特定對象的感官認知 ( 心理 ); 後者則意指人和特定對象間的情感連結 ( 情感 ) 。而這個特定對象可以是人，物品，當然也可以是目的地 ( 或是地方 ) 。然而環顧過去的文獻，鮮少以主題樂園為研究主題。 本研究將從"刺激(S)有機體(O)反應(R)" 的概念來檢視目的地意象、目的地依附、目的地滿意與目的地忠誠度的關聯性。藉由結構方程模型並搭配335份有效樣本來驗證五個研究假設。實證結果顯示：目的地意象僅能藉由目的地依附來影響目的地滿意度；而目的地依附亦僅透過目的地滿意度來影響目的地忠誠度。 換言之，目的地依附與目的地滿意度皆扮演目的地意象與目的地忠誠度關聯之間的完全中介角色。因此，業者在面對國內主題樂園林立的高同質性競爭下，除了應思考如何建立自身特有的園區特色來凝聚遊宝的情感依附之外，也必須重視遊宝在每次入園的遊園體驗及目的地滿意度對其後續重遊意願與忠誠度的影響力。最後，本研究將會有討論、管理意涵與建議以提供國內相關主題樂園業者做為參考。

 

Both"Image" and "Attachment" have widely applied to many research fields, including psychology, marketing and tourism and so on. The former refers to one’s sensory cognition (psychological) of a specific object, while the latter refers to the emotional connection (emotion) between a person and a specific object. This specific object can be a person, a product and a destination/place, of course. However, past studies have rarely paid attention to the theme parks. Based on the model of Stimulus-Organism-Response (S-O-R), therefore, this paper would examine the relationships among destination image, destination attachment and tourist’s behavior (destination satisfaction and destination loyalty). Collecting 335 valid respondents and using structural equation modeling to validate five research hypotheses, the empirical results show that destination image can only influence destination satisfaction through destination attachment, while destination attachment can influence destination loyalty by destination satisfaction only. In a word, destination attachment and destination satisfaction both act as a complete mediator on the destination image-destination loyalty relationship. Facing today’s homogeneous competition of theme parks, these owners must not only establish their unique features to condense tourists’ destination attachment, but also seriously consider the impacts of tourists’ experiences and satisfaction in their each entrance on destination loyalty and revisit intention. Finally, this paper ends with discussions, managerial implications and suggestions to provide references to those owners of theme parks.