文化旅遊情境中真實性如何形塑目的地依戀：啟發的中介角色

How Authenticity Shapes Attachment to Cultural Tourism Destinations: The Mediating Role of Inspiration

啟發（inspiration）是一種激發並引導個體行為的內在動機狀態。過往觀光研究鮮少檢視其因果機制，因此本研究以真實性作為啟發的來源、以依戀作為情感後果，探討目的地真實性、目的地啟發與目的地依戀之關係，並檢驗啟發的中介效果。本研究採立意抽樣，針對造訪文化觀光目的地的遊客進行問卷調查，共回收376份有效樣本，並運用結構方程模型（SEM）分析各變數之因果關係。研究結果顯示，目的地真實性對目的地啟發與目的地依戀皆具有正向影響；同時，目的地啟發對目的地依戀亦呈現正向關係。此外，目的地啟發在目的地真實性與目的地依戀之間發揮中介作用。依據研究結果，本研究提出若干管理意涵與未來研究建議，期能協助目的地管理單位與利害關係人於目的地體驗行銷策略之規劃與應用。

Inspiration is an intrinsic motivational state that evokes and guides individual behavior. In the tourism field, few studies have examined its causal mechanisms. Therefore, this study adopts a conceptual framework grounded in previous research, conceptualizing destination authenticity as the source of inspiration and destination attachment as its emotional outcome. The study investigates the relationships among destination authenticity, destination inspiration, and destination attachment, and further examines the mediating role of inspiration. Valid data were collected through purposive sampling from 376 tourists visiting cultural destinations using. Structural equation modeling (SEM) was employed to analyze the hypothesized relationships. The results reveal that destination authenticity has a positive effects on both destination inspiration and destination attachment, while destination inspiration also exerts a positive affect on destination attachment. Moreover, destination inspiration mediates the relationship between destination authenticity and destination attachment. Based on these findings, this study offers managerial implications and future research directions to support destination managers and stakeholders in formulating effective experiential marketing strategies.