[[alternative]]A Study on Experience Quality, Perceived Value, Satisfaction and Post--Visitation Behavior Intentions for Heritage Tourism--A Case of Tainan City

[[abstract]] 近年來古蹟旅遊已成為重要的旅遊型態，而體驗經濟時代的來臨，如何透過古蹟旅遊創造遊客的體驗價值，進而帶動地方產業的發展是一個值得研究的課題。本研究以台南市一級古蹟安平古堡、孔子廟、億載金城與赤崁樓等作為研究範圍，以便利抽樣針對遊客進行實地問卷調查，問卷發放時間為95年11月7日至11月17日，共得477份有效樣本。資料分析先以探索性因素分析萃取體驗品質因素，分別為「沉浸體驗」、「關聯體驗」、「思考體驗」因素，透過重要性-績效分析法對遊客體驗品質的期望與感受程度差異標示於二維座標，並透過單因子變異數分析與T檢定以鑑定各項變數與人口統計變項及旅遊特性的關係，最後採取結構方程模式進行實證分析，探討遊客在古蹟旅遊的體驗品質、知覺價值與滿意度影響遊後行為意圖的程度與關係。 研究結果顯示，旅客在古蹟旅遊感受的體驗品質內涵，特別對人文景觀、舒暢與時間易逝感覺、平靜沉思與人文故事等體驗有非常顯著的需求與滿意的感受，對解說服務的互動與驚喜的體驗期望很高卻最不滿意。遊客的體驗品質會直接顯著正向影響知覺價值、滿意度和遊後行為意圖，知覺價值對滿意度與遊後行為意圖有直接正向影響效果，滿意度對遊後行為意圖也有直接正向影響效果。而體驗品質會透過知覺價值和滿意度為中介變數對遊後行為意圖產生正向間接影響效果，但體驗品質對遊後行為意圖的直接影響效果不如透過知覺價值和滿意度的間接影響效果；體驗品質對滿意度影響的總效果大於對知覺價值的總效果。[[abstract]] Visiting historic sights has become a significant touring type in recently years. However in order the local economics and industries can be developed via this type of trip has become a worth investigating topic. This study aims the Tainan City 1st rated historic sights, AnPing Fort, Confucius Temple, Eternal Golden Castle, and Chikan Tower as research scope. Practicing on-site questionnaires’ investigation on tourists via convenience sampling, the issuing of these questionnaires began on 7th day of November to 17th day of November 2006, a total of 477 valid samples. Initiating information analysis, per Exploratory Factor Analysis, then contracting Perceived Quality Factor including ＂Immersion Perception＂, ＂Correlative Perception', and ＂Thinking and Perception＂. As well as it evaluates per item variables and popularity statistics varied items and their relationship with touring features via Single-Factor ANOVA and T-test. At last, this study provides an on-site analysis using SEM (Structural Equation Modeling) and discusses visitors’ perspectives towards historic sights touring in perception quality, cognitive value, and level of satisfaction to level of and relation of after-touring behavioral intentions. Per the research result, tourists leans their most intense demands and satisfactions towards perception quality and contents which include cultural sights, cozy and time-fleeing feelings, calm pondering, and historical stories; yet they are most dissatisfied by interactive service quality and joyful perceptional experiences which they think is most worth observing. Tourists’ perception quality will directly and positively relate to cognitive value, level of satisfaction, and after-touring behavioral intensions. Cognitive value will directly and positively relate to level of satisfaction and after-touring behavioral intensions. And, level of satisfaction will directly and positively relate to after-touring intensions. Moreover, perception quality via cognitive value and level of satisfaction as intermediate variables will indirectly and positively relate to after-touring behavioral intentions. However perception quality has less direct impact over after-touring intensions compared to its indirect impact over cognitive value and level of satisfaction. Perception quality to level of satisfaction influence sums up a larger impact over its influence to cognitive value