薰衣草森林遊憩吸引力、遊客滿意度與重遊意願影響模式建構之研究

A Study of Effect Model of Recreational Attraction, Tourist Satisfaction and Revisiting Intention in the Lavender Cottage

本研究的目的為：(1)探討新社鄉薰衣草森林對於遊客的遊憩吸引力和遊客滿意度。(2)探討遊憩吸引力和遊客滿意度對於重遊意願的影響。本研究以台中縣新社鄉薰衣草森林315 位遊客為研究對象，其中男性包括146 位、女性包括169 位。本研究使用工具為「遊憩吸引力量表」、「遊客滿意度量表」和「重遊意願量表」。並將所蒐集的資料以描述統計、線性結構方程式進行分析探討。研究結果發現：(1)「放鬆身心」為吸引遊客到新社鄉薰衣草森林旅遊的主要吸引力。(2)遊客對於新社鄉薰衣草森林感受到較高的「心理體驗滿意度」。(3)遊憩吸引力和遊客滿意度可以有效的預測重遊意願，並且遊憩吸引力會透過遊客滿意度間接影響重遊意願。

The purposes of this study were (1) to explore the recreational attraction and the tourist satisfaction profile in the Sinshe lavender cottage; (2) to explore the prediction of recreational attraction and the tourist satisfaction on revisiting intention. There were 315 tourists drawn from the Sinshe lavender cottage (146 males and 169 females). All the participants were administered with Recreational Attraction Inventory, Tourist Satisfaction Inventory and Revisiting Intention Inventory. The collected data were analyzed by descriptive analysis and structure equation modeling. The findings were as follows: 1.The recreational attraction of mental and physical relaxation was the major attraction. 2. The tourists feel most satisfy on mental experience. 3. The recreational attraction and tourist satisfaction could validly predict revisiting intention and the recreational attraction could indirect influence revisiting intention through tourist satisfaction.