智慧旅遊是萬靈丹？智慧旅遊、目的地競爭力、目的地意象與行為意圖影響關係之探討

Is Smart Tourism a Panacea? Discussion on the Influence Relationship amid Smart Tourism Destination, Destination Competitiveness, Destination Image and Behavioral Intention

政府目前正積極推展智慧城鄉生活應用，希望藉由智慧旅遊改善遊客體驗並提高競爭力。本研究探討智慧旅遊目的地、目的地競爭力、目的地意象與行為意圖之影響關係，結果發現遊客在智慧旅遊目的地部分，都市地區以「智慧可及性」與「智慧包價服務」為最高分，鄉村地區以「智慧包價服務」為最認同；在目的地競爭力部分，都市地區與鄉村地區皆以「支援性要素」最為認同。再者，利用偏最小平方法結構方程式（Partial Least Squares Structural Equation Modeling，PLS-SEM）發現，無論城鄉地區，智慧旅遊對目的地意象雖不具有總效果影響關係，但具有間接影響關係；其餘皆有影響關係。故可得知目的地競爭力為主要影響目的地意象之重要成分，並進而影響遊客之行為意圖，但智慧旅遊目的地可被視為目的地競爭力之一環，作為納入目的地競爭力影響目的地意象之要素。再進一步以偏最小平方多群組分析（Partial Least Squares Multi-Group Analysis，PLS-MGA）與獨立樣本t檢定發現智慧旅遊目的地與目的地競爭力之間的關係與各次指標不具有城鄉差異，上述之結果可供城鄉發展智慧旅遊目的地競爭力資源配置與投入的參考。

For the time being, the government is actively promoting smart urban and rural life applications, hoping to improve tourist experience and enhance competitiveness at smart tourism destinations. This study explores the relationship between smart tourism destinations, destination competitiveness, destination image and behavioral intention. It was found that in terms of smart tourism destinations, tourists in urban areas mostly agree with“smart accessibility”and in rural areas with“smart package service”. In terms of destination competitiveness, both urban areas and rural areas are mostly recognized as“supportive elements”. Furthermore, using the partial least squares structural equation modeling, regardless of urban or rural areas, smart tourism does not have a direct effect on destination image but in contrast has an indirect effect. Therefore, it can be seen that destination competitiveness is an important component that mainly affects the image of the destination, and then affects the behavioral intention of tourists. Smart tourism destinations can be seen as part of destination competitiveness. Furthermore, partial least squares multi-group analysis and independent sample t test were used to find that the sub indicators did not have urban-rural differences. The above results can serve as a reference for urban and rural development smart tourism destinations.