曇花一現？還是旅遊再現！新興旅遊目的地選擇之影響歷程與情境因素的多元論證觀點：推拉動機理論觀點應用

A Flash in the Pan? Or Travel Again! Application of the Push–Pull Motivation Theory to Investigate the Influence Process and Situational Factors in Selecting Emerging Destinations from Multiple Perspectives

新興旅遊目的地已是遊客選擇旅遊的重要動機，並期望在新興旅遊目的地獲得不一樣的旅遊體驗。本研究採用推拉動機理論作為理論切入，與確立目的地熟悉度所扮演的調節角色，並進一步掌握不同旅遊造訪客的目的地選擇差異等多元論證觀點。研究對象為近兩年曾到新興旅遊目的地旅遊的遊客，共計617份有效樣本。本研究採用結構方程模式進行檢驗，假說路徑有8條獲得支持，3條未獲支持；並遊客型態區分為初次與再次造訪客，發現其行為決策過程存在其差異性，再次造訪客相對於初訪遊客，更容易因為好奇心及新穎性影響其造訪新興旅遊目的地意圖；情緒體驗在旅遊動機對行為意圖的關係中扮演部分中介效果。尤其當目的地熟悉度存在時，有助於增強旅遊動機分別對驚喜間的提升效果。最後，提出結論與實務管理意涵，供新興旅遊目的地管理單位營運規劃與改善之參考。

Gaining a unique travel experience has become a key incentive for tourists to flock to emerging destinations. This study applies the push–pull motivation theory and determines the moderating role of destination familiarity. By doing so, the multiple perspectives regarding the difference in tourists’destination selection are further assessed. The participants of this study are tourists having visited an emerging destination in the past two years. A total of 617 valid samples are retrieved. The proposed model is tested with structural equation modeling; eight of the hypothetical paths are supported and three are rejected. After further distinguishing tourists into first-time and revisiting tourists, differences in tourists’behavioral decision-making process are noted. Compared with first-time tourists, revisiting tourists are more susceptible to the influence of curiosity and novelty on their intention of visiting an emerging destination; emotional experience exercises a partial mediating effect on the relationship between travel motivation and behavior intention. Particularly, destination familiarity intensifies the effect of tourists’motivation on surprise. Finally, conclusions and practical managerial implications are drawn for the reference of agencies managing emerging destinations.