[[alternative]]A Study of the Relationship among Tourism Experience, Tourism Image, Satisfaction and Loyalty--A Case Study of Gukeng HuaShan

[[abstract]]本研究以遊客體驗、旅遊意象、滿意度及忠誠度之影響關係為研究主題，並以華山咖啡為實證對象。研究結果顯示：1.遊客對華山較佳的旅遊意象為欣賞夜景及休閒的好去處、約會的好地方，較差之旅遊意象為華山地區的產品價格不合理公道及咖啡店的服務品質問題。2.遊客體驗之重要影響因素，以情感體驗、感官體驗較易為遊客所知覺，而思考體驗、行動體驗及關聯體驗較不容易為遊客所知覺。3.分析遊客體驗、旅遊意象、滿意度及忠誠度的直接影響及中介影響關係模式，旅遊意象及滿意度均為遊客體驗對忠誠度影響關係之重要中介變數，遊客體驗透過旅遊意象及滿意度，更能對忠誠度產生更大的影響效果。 The main topic of this discussion focuses on the relationships among tourism experience, tourism image, tourist’s satisfaction and loyalty. Based on the visitors’ opinions surveys in Gukeng HuaShan, we found:1. Huashan’s tourism images is that it is an excellent place for night scenery seeing, spending leisure time and a good place for dating; however, there were unreasonable consumption and poor service quality. 2. Among the key factors influencing tourists’ experience, “feeling” and “sense” were the most easily to be recognized by the tourists, while “thinking”, “action” and “relation” were the least. 3. Analyzing the direct and indirect affect relation model upon tourism experience, tourism image, satisfaction and loyalty, tourism image and satisfaction were the important indirect parameters influencing the tourism experience and loyalty. Through tourism image and satisfaction, tourism experience can have a greater influence on loyalty