科技部專題研究計畫主持人
MOST-110-2410-H-424-006-SSS
峰終法則? 追蹤遊客體驗、情緒對回顧評估之影響
Peak-end rule? Tracing experiences, emotions and their impact on retrospective evaluations
科技部
Ministry of Science and Technology
開南大學
Kainan University
林裕強
YU CHIANG LIN
開南大學
Kainan University
林裕強
教授
03-3412500,6109
purechiang@gmail.com
計畫執行期間起:2021-08-01
計畫執行期間迄:2022-07-31
2021-12-01
2022-01-31
猴硐地區遊客
1
001,009
01
峰終法則;經驗取樣法;體驗;情緒;滿意度
Peak-end rule;experience sampling method;experience;emotion;satisfaction
峰終法則說明個體在峰/谷、終時刻的體驗會關鍵性的影響整體回顧評估,體驗過程持續時間則沒有顯著影響。體驗是當代遊客追尋的重要價值,但過去研究較少關注體驗也可能引起遊客負向情緒,正負向情緒可能混合出現在旅遊過程中,目前不清楚如何對回顧評估產生影響。本研究引入峰終法則理論探討此研究缺口,利用經驗取樣法追蹤遊客在峰、谷、終時刻之情緒正負向、情緒高低、滿意度,對遊後評估之影響,以及與體驗持續時間進行比較。在觀光區域招募遊客參與,透過智慧型手機進行經驗取樣法調查,運用通訊軟體在旅遊當日特定時間間隔隨機發送數次訊號,讓受訪者即時填答當下情緒、滿意度,每次填答時智慧手機會記錄並送出時間資訊,並在旅程結束兩週後另外進行回顧評估調查。從觀光發展的角度,本研究主要貢獻為引入峰終法則理論進行探討,以及使用經驗取樣法在較高生態效度下實際瞭解旅遊過程中情緒效價、喚起及滿意度,在峰、谷、終時刻對遊後行為產生之影響。實務上可提供景點及旅行社參考,瞭解會產生極端正、負向體驗之建築設施、文化活動、景觀、環境等,尤其從文化資產保存與遺產觀光之角度,有些負向真實的歷史文化仍應予以保存與展示,但或許可依據本研究發現,從遊程設計角度適當規畫遊程、安排特定導覽順序,仍可能提高遊客整體回顧評估及遊後行為意圖,協助遺產景點在保存真實與觀光發展之間尋求適當平衡。
The peak-end rule indicates that an individual’s experience at the peak, trough, and end moments critically affects the overall retrospective evaluation; the average values of the experience process and duration have no significant impact. Travel experiences are an important value pursued by tourists when they visit attractions. However, existing literature has paid less attention to the negative emotions that can also be caused by authentic experiences. During a tour, mixed feelings of positive and negative emotions may arise, and it remains unclear how post-trip behavior is affected. This research introduces the peak-end rule theory to mend the research gap and understand the emotions, and satisfaction of tourists at the peak, trough, and end moments. Subsequently, it will compare these with the duration of the experience process. Tourists each will be asked to participate in the attraction area. The communication software will randomly send the signals several times per time interval on the day of the visit, allowing the interviewees to fill in current emotions, and satisfaction in real-time. The smartphones will record and send information every time they fill in the answer. A post-trip retrospective evaluation survey will be conducted through smartphones after two weeks. From the perspective of development of tourism, the main contribution of this study is to introduce the peak-end rule theory and the use of post-trip evaluation and achieve a realistic understanding of the experiences of valences, arousals, and satisfactions brought by a tour under a high level of ecological validity. This study found the experiences at the peak, trough, and end moments of some construct affect post-visiting behavior. In practice, it can provide a reference for attraction planning and itinerary design and help to understand which experience, such as architectural facilities, cultural activities, and landscapes, can cause positive and negative attitude. Specific sequences of guided tours can be arranged according to the information. This may improve the tourists’ willingness to revisit and recommend tourist attractions during retrospective evaluations and assist such attractions to advance toward the direction of preservation and sustainable development.
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