目的地知名度與知覺品質、目的地忠誠度之關聯－以台中彩虹眷村為例

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Title:	目的地知名度與知覺品質、目的地忠誠度之關聯－以台中彩虹眷村為例
Authors:	曾釋儀
Contributors:	休閒與遊憩管理學系
Keywords:	目的地知名度、知覺品質、目的地忠誠度、彩虹眷村、Destination Awareness、Perceived Quality、Destination Loyalty、Rainbow Village
Date:	2018
Issue Date:	2018-08-13 06:11:19 (UTC+0)
Publisher:	亞洲大學
Abstract:	近年來彩繪村風潮興起，台灣各地陸續都有不同風貌的彩繪村相繼出現，加上現今國人對於旅遊安排相當之重視，當今手機網路使用率普及，許多遊客可依網路進行搜索目的地資訊進而安排出遊活動。目的地之知名度較高，遊客在網上搜尋到有關此地資訊相對較容易，亦可以看到許多評論，以及網路平台的文章中，造訪過的遊客推薦，種種因素都可能增加未前往過此目的地之遊客的興趣。年輕族群對於網路平台的使用相對密切，使得熱門打卡點已經成為遊客在搜尋目的地之資訊時，第一參考首要之件，而網路平台亦成了不可或缺之必要使用之工具。但是許多彩繪村的出現都像是曇花一現，時常紅極一時也就不了了知，經過許多資料顯示，彩虹眷村是眾多彩繪村中仍屹立不搖，且在遊客心中有相當之地位，甚至名揚國際，因此本研究以彩虹眷村為目的地，探討彩虹眷村之遊客對目的地知名度、知覺品質及目的地忠誠度三者間之關聯。　　本研究以問卷調查方式取樣，受測者以至彩虹眷村進行體驗之遊客為主，並於園區內及出入口三處進行問卷發放。一共發放310份問卷，回收307份有效問卷。　　研究結果發現：1:目的地知名度對知覺品質有正向影響。2：目的地知覺品質對目的地忠誠度有正向影響。3:目的地知名度對目的的忠誠度有正向影響。4:知覺品質在目的地知名度及目的地忠誠度之間具有中介效果。　　In recent years, painted villages with different styles have appeared in various parts of Taiwan. Today's Taiwanese people attach great importance to the arrangement of travel itineraries. Many tourists will use the smart phone's network to search for destination information as a reference for arranging travel activities. Higher destination visibility, it's easier to find information about the place on the Internet, also you can see a lot of comments, as well as the content of the articles of association by tourist's message for recommend on the website and various factors will affect the tourists for destination interested. Young people are frequent use of Facebook, Instagram or other online platforms. The most important consideration for visitors to search for destinations of popular punching points. So Internet web has become an indispensable tool for use. However, many of the painted villages are short-lived, there are also some painted villages that have fallen behind for a while, but Rainbow Village is still popular in many painted villages. More data and information illustrate it has famous international even a certain status in tourist's mind. Therefore, this study takes Rainbow Village as a destination to explore the relationship between visitors to Rainbow Village and their Destination Awareness, Perceived Quality and Destination Loyalty. The study was conducted by questionnaire survey. The subjects were mainly visitors to the Rainbow Village in the field, and questionnaires were distributed in the park and at the entrances and exits. A total of 310 questionnaires were distributed, 307 valid questionnaires were collected. The results of the study found that: 1: Destination visibility has a positive impact on perceived quality. 2: Destination perception quality has a positive impact on destination loyalty. 3: Destination visibility has a positive impact on the loyalty of the purpose. 4: Perceptual quality has an intermediary effect between destination popularity and destination loyalty.
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