| 研究生: |
林彧君 LIN, Yu-Chun |
|---|---|
| 論文名稱: |
探討知覺風險與地方依附對災後目的地意象與重遊意願的交互效果 Interactive Effects of Perceived Risk and Place Attachment on Post-disaster Destination Image and Revisit Intention |
| 指導教授: |
陳勁甫
Chen, Ching-Fu |
| 學位類別: |
碩士 Master |
| 系所名稱: |
管理學院 - 交通管理科學系 Department of Transportation and Communication Management Science |
| 論文出版年: | 2015 |
| 畢業學年度: | 103 |
| 語文別: | 英文 |
| 論文頁數: | 78 |
| 中文關鍵詞: | 知覺風險 、地方依附 、認知意象 、情感意象 、重遊意願 |
| 外文關鍵詞: | perceived risk, place attachment, cognitive image, affective image, revisit intention |
| 相關次數: | 點閱:160 下載:3 |
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儘管現有文獻證實知覺風險與目的地意象的關係與地方依附與目的地意象的關係相當重要,但很少研究探討知覺風險與地方依附的調節作用對目的地意象(包括認知意象與情感意象)的影響。本研究透過探討 (1)重遊風險地區旅客對到該觀光目的地旅遊的知覺風險、對該觀光目的地的地方依附程度、對該觀光目的地的意象與重遊該觀光目的地的意願間的關係 ;(2) 將重遊風險地區旅客對地方依附的程度視為調節效果,檢視此調節效果在重遊風險地區旅客的知覺風險與對觀光目的地意象間是否存在,以此提供不同的見解。
本研究共回收732份網路問卷,扣除無效問卷後,有效問卷663份,以此進行統計分析,問卷有效率為90.57%。利用驗證性因素分析、人口統計變數分析與結構方程模型進行分析,研究發現如下:ㄧ、知覺風險同時對認知意象與情感意象有顯著且負向之影響。二、地方依附同時對認知意象與情感意象有顯著且正向之影響。三、認知意象與情感意象對重遊意願有顯著且正向之影響。四、地方依附在知覺風險以及目的地意象(認知意象與情感意象)間扮演干擾的角色。
本研究亦討論給予觀光目的地當局一些管理意涵建議,關於當災害發生時,降低旅客知覺風險策略;平常經營公共關係與加強與建立旅客對於觀光目的地的依附程度。
Despite the significance of perceived travel risk and destination image and the significance of place attachment and destination image, relatively few studies have addressed the moderating effect of place attachment and perceived risk on destination image including cognitive image and affective image. This study draws new insights by examining (1) the relationship among perceived risk, place attachment, destination image and revisit intention of repeat tourists to a risky destination, and (2) the moderating role of place attachment between perceived risk and destination image.
A total of 732 on-line questionnaires were issued; 663 valid questionnaires were collected and analyzed, with an effective retrieval rate of 90.57%. Statistical methods used to examine the overall model include a confirmatory factor analysis, a descriptive univariate analysis and structural equation modeling. The conclusions are as follows:
1. Perceived risk has a significantly negative influence on both cognitive image and affective image.
2. Place attachment has a significantly positive influence on both cognitive image and affective image.
3. Cognitive image and affective image have a significantly positive influence on revisit intention.
4. Place attachment significantly moderates the relationships among perceived risk, cognitive image and affective image.
Several managerial implications concerning the management of risk reduction strategy, operating public relationships, enhancing and constructing attachment with tourists, and the promotion of risky destinations are discussed in this study.
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校內:2020-08-26公開