旅遊動機、目的地意象、旅遊滿意度與再訪意圖關係之研究-以臺灣旅客赴義大利旅遊為例

Abstract

隨著旅遊業蓬勃發展，根據臺灣觀光局的統計2017~2020年平均約有40,000位國人將義大利作為旅遊的首站，位列歐洲國家第六名。本研究採用Travel Career Pattern (TCP)作為關鍵理論框架，探討臺灣遊客到訪義大利的旅遊動機與目的地意象、再訪意願及旅遊滿意度之關係。本研究使用問卷調查法，並採用及修改國外學者提出的旅遊動機、目的地意象、再訪意願及旅遊滿意度之量表，建構出合適的量表共56題。問卷採便利抽樣之方式，針對曾經到訪過義大利的臺灣旅客利用SurveyCake線上平台發放問卷，共回收315份有效樣本，使用統計軟體 SPSS 26.0 進行探索式因素分析法確認旅遊動機及目的地意象因素構面，採用多元迴歸分析探討旅遊動機、目的地意象、再訪意願及旅遊滿意度之關係。研究主要結果顯示：(一)旅遊動機共萃取出五個因素：自我實現、刺激與認同、新奇與自然、懷舊及人際關係，並對旅遊滿意度呈部分正向顯著影響；(二)旅遊動機對再訪意願有部分正向顯著影響；(三)目的地意象共萃取出六個因素:建築與歷史、基礎建設與服務、豪華時尚與生活、情感意象、人文風情及美食，對旅遊滿意度有部分正向顯著影響；(四)目的地意象對再訪意願有部分正向顯著影響；(五)旅遊滿意度對再訪意願有正向顯著影響，此外更針對擁有不同外國旅遊經驗之遊客與再訪意願之關係進行探討。由於過去沒有關於臺灣遊客到訪義大利旅遊之相關文獻，而TCP認為遊客通過旅遊經驗進行學習，隨著旅遊經驗以及年齡的增長，會逐漸往更高階層的動機發展，因此本研究將此模型編譯成適用於臺灣遊客的中文量表，也對未來亞洲背景的研究奠定基礎，同時提供業者可以規劃更完善且更深入的旅遊路線及活動規劃的建議。With the vigorous development of the tourism industry, according to statistics from the Taiwan Tourism Bureau, an average of about 40,000 Taiwanese people chose Italy as their first stop for tourism from 2017 to 2020, ranking sixth among European countries. This study uses the Travel Career Pattern (TCP) as the theoretical framework to explore the relationship among Taiwanese tourists' travel motivation, destination image, revisit intention, and travel satisfaction in Italy. Adopting a questionnaire survey approach, this study modifies the scales proposed in previous studies to measure travel motivation, destination image, revisit intention, and travel satisfaction with 56 items. The content validity of the questionnaire was assessed by three professors and two senior tourism experts. A convenience sampling method was used to recruit respondents. The questionnaire was distributed to Taiwanese tourists who had visited Italy through the SurveyCake online platform. A total of 315 valid samples were collected, and the statistical software SPSS 26.0 was used to conduct exploratory factor analysis to identify the underlying travel motivation and destination image factors. Multiple regression analysis was also used to explore the relationship among travel motivation, destination image, revisit intention, and travel satisfaction.The main results of the study show that: (1) five travel motivation factors were identified from the data: self-realization, stimulation and identification, novelty and nature, nostalgia, and interpersonal relationship, which had a partially positive and significant impact on travel satisfaction; (2) travel motivation had a partially positive and significant impact on revisit intention; (3) six destination image dimensions were extracted: architecture and history, infrastructure and services, luxury fashion and life, emotional imagery, cultural customs, and food, all of which have a positive impact on travel satisfaction; (4) destination image has a partially positive and significant effect on revisit intention; (5) travel satisfaction has a positive and significant impact on revisit intention. Additionally, this study explores the relationship between travel experiences and revisit intention for tourists.Since there is no relevant literature on Taiwanese tourists visiting Italy in the past, this study is the first attempt to develop appropriate scales suitable for the Taiwanese context. The findings lay the foundation for future investigations applying the TCP in Asian settings, and at the same time provide suggestions for tour operators to design more comprehensive and in-depth travel routes and activities, thereby encouraging more Taiwanese people to visits Italy.