[[alternative]]Study on Tourist Image, Experience Value' Tourism Benefit and Willingness to Travel in Free Travel--Taking Kinmen as an Example

[[abstract]] 近年來，家庭自助行乃至個人背包客自由行日漸增加，主要因素在於自由行旅遊擺脫旅行業者制式化的旅遊模式，旅人在旅遊景點安排、行程時間與路線的規劃上有更大的自由度及選擇性。在這個過程中，旅人所經歷旅遊意象、體驗價值、旅遊效益與重遊意願間的交互效應，藉由了解其效應，對於往後觀光業者及地方政府擬定觀光軟硬體發展與經營策略上更有參考價值。本研究透過分析自由行遊客旅遊意象、體驗價值、旅遊效益及重遊意願，了解自由行遊客旅遊意象、體驗價值、旅遊效益及重遊意願之現況與當中相互關聯性影響。 本研究以金門自由行遊客為研究對象，係採立意抽樣(purposive sampling)方式進行問卷調查，正式問卷施測共計發出 300 份，有效問卷為 264份，並以階層迴歸分析(hierarchical regression)進行假說驗證。經由研究結果發現：1.受訪者的旅遊意象與體驗價值分別對旅遊效益和重遊意願有正向的影響效果；2. 受訪者的旅遊意象與體驗價值原本對重遊意願有顯著影響，但會透過旅遊效益完全中介效果而變為不顯著。根據研究結果，進以提出具體建議做為自由行遊客和旅遊相關單位之參考。[[abstract]] In recent years, the number of family package tour travelers, even individual backpackers has increased. The main factor is that free travel has escaped the travel agency's dull mode. Travelers have more freedom and options in the planning of tourist attractions, travel time and route planning. In this process, the interaction between tourist image, experience value, benefit and the willing of revisiting will give referential value for tour industry and local government when they're formulate the policy about software and hardware developing and strategies. This study analyze the tourist image, experience value, benefit and willing to people who travel freely, and understands the current situation of the tourist image, experience value, tourism benefit and willingness to travel and how do they influence to each other. In this study, the free travelers who come to Kinmen were selected as the research object. The survey was conducted by purposive sampling. 300 questionnaires were issued in the formal questionnaires, and 264 valid questionnaires were used. And verified the hypothesis with hierarchical regression. Through the research results, we found that: 1. Both the tourist image and experience value have positive effects on tourism benefits and willingness to revisit; 2. The tourist image and experience value of the respondents have a significant impact on the willing to revisit. However, it will become insignificant through the full intermediary effect of tourism benefits. Based on the research results, we will make specific recommendations for free travelers and tourism-related institutions