| 摘要: | 近年來觀光的發展重點著重於體驗與評價，為營造我國成為亞洲旅遊重要目的地，多處遊憩景點透過體驗行程的設計，讓遊客對地方有更深入的認識，建立與旅遊地之情感連結。
然而，目的地意象是影響遊客觀光決策之重要因素，當遊客對旅遊目的地之體驗產生滿意時，極可能影響重遊之意願，並造成再次前往旅遊的意念或是行為。而觀光景點能否永續經營與持續成長，重遊意願將成為其重要關鍵，故本研究主要探討體驗行銷、目的地意象與重遊意願之關係。
本研究採用問卷調查法，針對前往大稻埕之遊客作為研究對象，進行便利抽樣調查。利用SPSS統計軟體分析，並採取敘述性統計分析、信度分析、相關分析及迴歸分析，探討體驗行銷、目的地意象及重遊意願間之影響關係。
而研究結果發現，體驗行銷、目的的意象對重遊意願皆呈正向關係，因此將提出管理實務提供給大稻埕之業者或是政府部門做為參考，促使更多遊客前往觀光，以提升地方的經濟效益。
Focus on the development of tourism in recent years focus on experience and evaluation, in order to create China to become Asia's important tourist destination, many scenic spots through the design experience of the trip, so that visitors have a more in-depth understanding of the emotional place, establishment and tourism links.
However, the destination image is an important factor affecting the tourist deci-sion-making, when tourists experience of travel destinations have satisfied, likely in-fluence the willingness to revisit, and cause again to travel the idea or behavior. The willingness to revisit will be the key to the sustainable development of tourist attrac-tions, so the study focuses on the relationship between experiential marketing, destina-tion image and revisiting intention.
In this study, a questionnaire survey was conducted to study the convenience of sampling tourists. Using SPSS statistical analysis software, and adopt descriptive sta-tistical analysis, reliability analysis, correlation analysis and regression analysis to ex-plore the effect of experiential marketing, destination image and willingness to revisit the relationship between.
The results show that the image of experiential marketing, to revisit intention positively, therefore put forward management practices to Tataocheng industry or government departments for reference, encourage more tourists to go sightseeing, to enhance local economic benefit. |
