银发族旅游目的地意象及其忠诚度之研究-国立中兴大学试验林管理处.pdf

31(1) 25-36, 2009 25 林業研究季刊 ： 研究報告 銀髮族旅遊目的地意象及其忠誠度之研究 -以滿月圓森林遊樂區為例 1 2 3 黃有傑 張桂嘉 羅紹麟 【摘要】本研究旨在瞭解銀髮族對森林遊樂區的意象及其與忠誠度之關係，進而提高銀髮族之到訪 率。若能增加銀髮族遊客量，可改善遊樂區非假日遊客人數不足所衍生之問題，銀髮族群亦獲得休 閒健康之效益。本文研究方式係以問卷調查法，獲得銀髮族之旅遊動機、目的地意象及推薦、重遊 意願，並由路徑分析獲得目的地意象模式。結果顯示，銀髮族對滿月圓森林遊樂區的意象以「活動 / 氣氛」及「天然環境資源」最為鮮明。而目的地意象模式中，銀髮族對遊樂區的知覺認知及情感評 估會影響其忠誠度，尤其在活動氣氛意象及正向情感意象上，銀髮族的旅遊動機直接影響其忠誠 / / 度，也透過知覺認知及情感評估影響忠誠度，而銀髮族的知覺認知評估僅受旅遊動機所影響。 【關鍵詞】銀髮族、目的地意象、忠誠度 Research paper Seniors Tourism Destination Image and Loyalty -A Case Study of Manyueyuan National Forest Recreation Area You-Chie Huang1 Kuei-Chia Chang2 Shaw-Lin Lo3 Abstract The purpose of this study is to understand relationship between destination image and loyalty 【 】 of seniors in national forest recreation areas, and then to raise the number of seniors to visit national forest recreation areas. Seniors visit national forest recreation areas on weekdays not only to make up the expectative number of visitors, but to gain the health when finish the travel. Travel motivation, destination image, willingness to recommend and intention to return of seniors were surveyed by questionnaires in this study. Destination image model was tested by path analysis. The results of this study provided that activity atmosphere and environment resources were the most impressive images of Manyueyuan national forest recreation area for the seniors. Destination image model showed that perceptual/cognitive evaluation and affect evaluation had a positive influence on loyalty, activity 1. 國立中興大學森林系博士 Ph. D, Department of Forestry, National