[[alternative]]A Study On The Relationship Among Destination Image, Leisure Benefit, Place Attachment And Behavioral Intention--A Case Study Of Pan Tour Cultural And Arts Community, Hsinkang Township, Chiayi County

[[abstract]] 本研究主要目的在於探討遊客的目的地意象、休閒效益、地方依附與行為意圖之關係，以位於嘉義縣新港鄉的板頭文化藝術村為個案分析對象，共發放450份問卷，回收有效問卷407份，有效量表回收率為90%；並以描述性統計、因素分析、信度分析、t考驗、單因子變異數分析及Lisrel路徑分析等統計方法進行驗證分析。研究結果發現：一、到板頭文化藝術村的遊客以女性、已婚、21~30歲、大專院校、服務業、收入20001~40000元、居住於南部者居多。二、不同「年齡」的板頭文化藝術村遊客之目的地意象有顯著差異。三、不同「年齡」的板頭文化藝術村遊客之休閒效益有顯著差異。四、不同「年齡」、「職業」的板頭文化藝術村遊客之地方依附有顯著差異。五、不同「年齡」的板頭文化藝術村遊客之行為意圖有顯著差異。六、板頭文化藝術村遊客的目的地意象、休閒效益、地方依附與行為意圖之關係的路徑分析顯示：目的地意象對於休閒效益有顯著正向影響；目的地意象對於地方依附有顯著正向影響；地方依附對於行為意圖有顯著正向影響。[[abstract]] The purpose of this study, a case study of Pan Tour cultural and arts community, was to investigate the relationship among visitors' destination image, leisure benefit, place attachment and behavioral intention. The samples were the visitors of the Pan Tour cultural and arts aommunity. A total of 450 questionnaires were sent out and 407 valid questionnaires were received. The response rate of valid questionnaires was 90%. The descriptive statistics, factor analysis, reliability analysis, t-test, one-way ANOVA, and path analysis of Lisrel were used to analyze the collected date. The findings of this study were stated as follows: First, most of the visitors were female, married, aged 21 to 30, college students, in the service sector, income of 20,001 to 40,000 dollars and lived in southen Taiwan. Second, there was a significant difference between visitors' destination image and age. Third, there was a significant difference between visitors' leisure benefit and age. Fourth, there was a significant difference between visitors' place attachment, age and occupation. Fifth, there was a significant difference between visitors' behavioral intention and age. Sixth, the path analysis of the relationship among visitors' destination image, leisure benefit, place attachment and behavioral intention showed that there was a positive correlation between destination image and leisure benefit; there was a positive correlation between destination image and place attachment; there was a positive correlation between place attachment and behavioral intention