新冠肺炎疫情下藥局從業人員工作壓力、休閒阻礙與休閒行為意圖之研究

Influence of place attachment, cultural attractiveness, and motivation to visit on temple visitors' intention to revisit

台灣許多家庭的生活都與廟宇合而為一，廟宇除了是居民的信仰中心，其古蹟、文化及周邊美食，都極具觀光魅力。觀光局公佈2020年國內旅遊總支出為117.59億元；其中，旅客最喜愛的景點比率，廟宇就佔14.5%。因為信仰、宗教活動，人氣廟宇吸引大量人潮並帶來觀光財；鎮瀾宮透過相互聯合進香，每年吸引超過十萬人次遶境；南鯤鯓代天府每年近500萬觀光人潮。廟宇結合夜市的艋舺龍山寺、基隆廟口夜市等，都因信仰與美食互相拉抬，創造廟宇、夜市雙贏。不過，因為競爭、信仰線上化等因素衝擊下，廟宇因收不到香油錢倒閉不在少數。近年來，地方依附、景點吸引力、參訪動機研究大量應用於觀光領域，學者發現前述構面對遊客再訪意向有影響。本研究以遊客對廟宇的地方依附、文化吸引力、參訪動機為自變數，再訪意向為依變數，透過描述性統計分析及結構方程式模式探討自變數、依變數之現狀，驗證自變數對依變數之影響。研究結果顯示，3個自變數對依變數均有正向顯著影響。本研究將依據研究結果提供實務建議予廟宇經營者、周邊觀光景點店家，以提升遊客再訪意向。

In addition to being a center of faith for the residents, temples are also a tourist attraction for their monuments, culture and surrounding food. The Tourism Bureau announced that the total domestic tourism expenditure in 2020 was 11.759 billion yuan; among them, temples account for 14.5% of the most popular attractions for tourists. Because of faith and religious activities, popular temples attract a large number of people and bring in tourism profit. Dajia Jenn Lann Temple attracts more than 100,000 people per year through joint pilgrimage. The annual number of visitors to Nankunshen Daitian Temple is nearly 5 million. Temples combined with night markets, such as the Bangka Longshan Temple and Keelung Temple Market, have both created a win-win situation for temples and night markets. However, under the impact of competition and the on lineization of beliefs, temples have collapsed due to failure to collect money of the offering box. In recent years, studies on place attachment, travel attractiveness, and motivation to visit have been applied to the tourism field. Scholars have found that the aforementioned variables have an impact on tourists' intention to revisit. In this study, visitors' place attachment, cultural attractiveness, and motivation to visit are the independent variables, and intention to revisit is the dependent variable. Through descriptive statistical analysis and SEM, we investigate the status of independent variables and dependent variables, and verify the effect of independent variables on dependent variables. The results show that three independent variables have positive and significant effects on dependent variables. Based on the research results, this study will provide practical suggestions to temple operators and stores in the surrounding tourist spots to enhance tourists' intention to revisit.