遺產形象、賽會形象和目的地形象在解釋目的地依戀與目的地忠誠度中的作用
Abstract
採用依戀理論和信任轉移理論來探索非物質文化遺產旅遊領域中重複性運動賽會情境下的運動觀光客之目的地忠誠度。為達此研究目的，本研究采2階段進行，研究一用以檢驗中文化的遺產形象、賽會形象和目的地形象量表之跨文化一致性；研究二用於檢驗遺產形象、賽會形象和目的地形象在解釋其們依戀和目的地忠誠度中的作用。 研究一，針對參加2020年永定土樓馬拉松賽會之參與者（除本地）進行問卷調查，共回收有效問卷278份，並對回收之有效問卷進行驗證性因素分析，表明量表具有較好的信效度。研究二，以參加2021年成都·都江堰三遺馬拉松的運動觀光客（除本地）為調查對象，共回收有效問卷378份，以結構方程模式進行分析，表明遺產形象、賽會形象與目的地形象之間具有直接正向關聯；賽會形象與賽會依戀呈直接正向關聯；賽會形象與賽會忠誠度之間具有正向關聯；目的地形象與目的地依戀、目的地形象與目的地忠誠之間均為直接正向關聯；賽會形象也透過目的地依戀與目的地忠誠度呈現間接正向關聯。研究結果顯示整合依戀理論和信任轉移理論之結構方程模式更能解釋因數間的關聯性，依此建議打造目的地形象和賽會形象，以深化觀光客之體驗和感知；挖掘當地資源與文化，規劃配套休閒娛樂活動；加強賽會與目的地的聯繫，增強觀光客的功能依賴，完善賽會與目的地的服務體系，通過利用非物質文化遺產的力量，增強運動觀光客與目的地之間的心理聯繫，以培養情感認同。以增加運動觀光客與賽會和目的地領域相關的個人體驗，將心理過程從形象轉化為依戀再到忠誠，並在觀光客心目中深化，最終促進運動觀光客目的地忠誠度的形成。
We adopt attachment theory and trust transfer theory to explore sports tourist loyalty in the context of recurring sports events in the heritage tourism field. To achieve thestudy purpose,we conducted a 2-stage empirical study. The first empirical study is used to test the cross-cultural validity of the Chinese Scale of heritage image, event image and destination image. The second empirical study is used to test the role of heritage image, event image and destination image in explaining their attachment and destination loyalty. In the first empirical study, we conducted a questionnaire survey on sports tourists participating in the Tulou International Marathon. A total of 278 valid questionnaires were collected. We conducted confirmatory factor analysis on the collected data to determine the consistency of the psychometric characteristics of heritage, events and destination images, event attachment and destination attachment scale, event loyalty and destination loyalty scales that observed in the Chinese cultural context with those in the original scale.With the second study, we conducted a questionnaire survey on sports tourists participating in the Chengdu Double Heritage Marathon. A total of 378 valid questionnaires were collected and analyzed using the structural equation model. The study showed that the heritage image has a direct and positive relationship with the event image and destination image; image of the event has a positive correlation with its attachment and the event image to the loyalty of the event; destination image has a significant positive correlation with destination attachment and destination loyalty; destination attachment mediated the effect of event image on destiantion.Our results shown that the structural equation model combined with attachment theory and trust transfer theory could better explain the correlation among factors. Based on this, it is recommended to create destinations and event images to deepen tourist experience and perception; exploit local resources and culture and plan supporting leisure and entertainment activities; strengthen the interrelationship between the event and the destination, and enhance the functional dependence of tourists and improve the service system of the event and the destination to cultivate the emotional identity of tourists through using the power of intangible cultural heritage to enhance the psychological connection between the individual and the event/destination in order to increase the personal experience of sports tourists related to the event and the destination field, transform the psychological process from image to attachment to loyalty, and deepen it in the minds of tourists, and finally to promote the formation of tourists destination loyalty.
We adopt attachment theory and trust transfer theory to explore sports tourist loyalty in the context of recurring sports events in the heritage tourism field. To achieve thestudy purpose,we conducted a 2-stage empirical study. The first empirical study is used to test the cross-cultural validity of the Chinese Scale of heritage image, event image and destination image. The second empirical study is used to test the role of heritage image, event image and destination image in explaining their attachment and destination loyalty. In the first empirical study, we conducted a questionnaire survey on sports tourists participating in the Tulou International Marathon. A total of 278 valid questionnaires were collected. We conducted confirmatory factor analysis on the collected data to determine the consistency of the psychometric characteristics of heritage, events and destination images, event attachment and destination attachment scale, event loyalty and destination loyalty scales that observed in the Chinese cultural context with those in the original scale.With the second study, we conducted a questionnaire survey on sports tourists participating in the Chengdu Double Heritage Marathon. A total of 378 valid questionnaires were collected and analyzed using the structural equation model. The study showed that the heritage image has a direct and positive relationship with the event image and destination image; image of the event has a positive correlation with its attachment and the event image to the loyalty of the event; destination image has a significant positive correlation with destination attachment and destination loyalty; destination attachment mediated the effect of event image on destiantion.Our results shown that the structural equation model combined with attachment theory and trust transfer theory could better explain the correlation among factors. Based on this, it is recommended to create destinations and event images to deepen tourist experience and perception; exploit local resources and culture and plan supporting leisure and entertainment activities; strengthen the interrelationship between the event and the destination, and enhance the functional dependence of tourists and improve the service system of the event and the destination to cultivate the emotional identity of tourists through using the power of intangible cultural heritage to enhance the psychological connection between the individual and the event/destination in order to increase the personal experience of sports tourists related to the event and the destination field, transform the psychological process from image to attachment to loyalty, and deepen it in the minds of tourists, and finally to promote the formation of tourists destination loyalty.
Description
Keywords
遺產形象, 重複性運動賽會, 模型建構, 運動觀光客, heritage tourism, recurring sports event, model validation, sport tourists