[[alternative]]A Study on the Relationship among Travel Motivation, Service Quality, Experiential Value and Travel Intention of Tourist--Take Huko Old Street for Example

[[abstract]] 近年來，國人生活水平的提升及消費市場的轉變，休閒旅遊活動蓬勃發展，隨著週休二日的實施、國人國民所得的提高，國人參與旅遊的頻率亦日漸增加當中，民眾在週末兩天的假期安排也變得更加豐富多元，旅遊的型態也隨之改變。休閒活動包羅萬象，漸漸地假日到老街走走，也成為許多人休閒活動的方式。 本研究旨在探討湖口老街遊客的旅遊動機、服務品質、體驗價值與旅遊意願等變數之關係及影響，並探討不同背景的遊客對於湖口老街之旅遊動機、服務品質、體驗價值與旅遊意願的差異與相互影響情形，提供地方政府對於保存湖口老街一個良好的推動觀光建設的參考。本文採問卷調查法進行資料收集並參考相關文獻，分析工具是使用 SPSS18 統計軟體，以描述性統計分析、信效度分析、t 檢定、單因子變異數分析、迴歸分析等進行統計分析。 研究的結果顯示：遊客的旅遊動機對體驗價值有顯著影響；遊客的服務品質對體驗價值有顯著影響；遊客的旅遊動機對旅遊意願有顯著影響；遊客的服務品質對旅遊意願有顯著影響；遊客的體驗價值對旅遊意願有顯著影響；遊客的旅遊動機、服務品質、體驗價值對旅遊意願有顯著影響。根據上述研究結果，提供管理單位於規劃或推廣湖口老街觀光時之建議，除了保有古蹟文物也能招攬更多觀光人潮，並提高遊客的旅遊意願。[[abstract]] In recent years, people life level of ascension and the transition of the consumer market, leisure tourism activities to flourish, along with the implementation of the two days weekend, the improvement of Chinese national income, the frequency of the people involved in tourism is also growing number of people over the weekend two days of holiday arrangement is also becoming more diverse, rich tourism forms also changed. Leisure activities include everything, gradually holiday to walk to the old street, has also become a way of leisure activities for many people. Hukou old street of this study was to explore tourists experience of tourism motivation, service quality, value and willingness to travel variables such as the relationship and its influence, and to explore different background of tourists for 13 old street of tourism motivation, service quality, value and experience the will of the differences and influence each other, provide the local government to save the hukou street a good place to promote the construction of tourist's reference.In this paper, data were collected by questionnaire survey and related literatures were referred. The statistical software SPSS18 was used to conduct statistical analysis with descriptive statistical analysis, reliability and validity analysis, t test, ANOVA, regression analysis, etc. The results show that: the tourists' motivation to travel has a significant impact on the experience value; The service quality of tourists has a significant impact on the experience value; The motivation of tourists has a significant effect on their intention to travel; The service quality of tourists has a significant impact on their intention to travel; The experience value of tourists has a significant impact on their intention to travel; Tourists' motivation, service quality and experience value have significant influence on their intention to travel. On the basis of the above research results, it is suggested that the management units should provide suggestions for the planning and promotion of hukou old street tourism, which can not only retain the historical relics but also attract more tourists and increase the willingness of tourists to travel