科技部專題研究計畫主持人
MOST 107-2628-H-130 -002 -SS2
目的地困擾:量表發展、前因後果及調節模式
Destination hassles: Scale development, antecedent, consequences, and moderators
科技部
Ministry of Science and Technology
銘傳大學
Ming Chuan University
林濰榕
WEI-RONG LIN
銘傳大學觀光事業學系
Department of Tourism, Ming Chuan University
林濰榕
助理教授
03-350-7001 # 3585
wrlin@mail.mcu.edu.tw
計畫執行期間起:2018-08-01
計畫執行期間迄:2020-07-31
2019-10-05
2019-11-30
遊客
1
001
01
目的地困擾
Destination hassles
遊客在目的地中經常面臨到許多困擾而感到厭煩、挫折或惱人,產生負面的旅遊體驗。過去研究鮮少辨別目的地中的困擾。因此,本研究發展一套具信效度之衡量工具以衡量目的地困擾,再者亦建構一個目的地困擾的前因後果及調節模式。首先,本研究依循量表建構程序發展用以測量目的地困擾之工具。目的地困擾量表經過三個階段的建構:階段一基於半結構式問卷方式發展初始題項,基於99位受訪者的意見歸納出初始困擾題項共48項。階段二調查385位遊客,以探索性因素分析探究量表的因素結構,得到六個因素被命名為:「目的地的高消費」、「當地旅遊服務接待差」、「目的地環境髒亂」、「目的地缺乏特色」、「目的地設施不充足」以及「當地交通不便」,量表總題項數為25題。階段三再以驗證性因素分析,確認目的地困擾量表的六個因素結構,再進行信度、建構效度及理論效度之分析,證實該量表具有良好的信效度。量表發展完成後,本研究收集648份來自日月潭、九份及平溪景點之遊客的有效問卷。經過階層回歸分析法進行簡設檢定。研究結果指出,遊客的目的地美感會負向影響目的地困擾;目的地困擾會負向影響心流體驗、目的地依附、目的地愛慕、目的地忠誠度以及正向影響負面口碑;問題導向調適則是會調節目的地困擾與目的地依附之間的關係。本研究亦提出若干管理意涵與未來研究方向之建議。
Visitors often face many hassles in travel destinations, getting bored, frustrated or annoying that creating a negative travel experience. Little literature identified hassles in destinations. Therefore, this study explores the travel destination hassles and develops a reliable and valid measurable scale. Furthermore, this study also proposed a causal and moderated model of destination hassles. We followed the procedure of scale development to establish the instrument which was measured destination hassles. First, to generate the initial items based on results of semi-structure questionnaires. Based on the opinions of 99 respondents, this study summarized 48 initial items. Second, an exploratory factor analysis was performed by investigating 385 visitors. Six factors were identified: High consumption at destination, poor local service, dirty destinations, lack of uniqueness, insufficient destination facilities, and inconvenient local transportation. Third, confirmative factor analysis was employed in order to confirm the six factor structure of scale by performing the same samples. The destination hassles scale has a good reliability and validity through examining internal consistency, and construct validity. After the completion of the scale development, this study collected 648 valid questionnaires from tourists from Sun Moon Lake, Jiufen and Pingxi scenic spots. The relationships were tested using a hierarchical regression analysis. The research results point out that the destination aesthetics has a negative influence on destination hassles. Destination hassles has a negative influence on flow experience, destination attachment, destination brand love, and destination loyalty. In addition, destination hassles have a positively effect on negative word of mouth. Problem-focused coping strategy is to moderate the negative relationship between destination hassles and destination attachment. Implications and suggestions for future research are provided.
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僅就有無可識別個人身份資料進行檢查及處理,不對變項名稱、變項及選項數值說明與問卷是否一致或有定義進行核對或修改。
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