[[alternative]]A Study of Relationship among Transport, Tourism Motivation, Tourism Image, Tourism Quality and Tourism Benefits--A Case Study of Yangmingshan National Park

[[abstract]] 異地旅遊為現代人生活的一部分，2016年起全面勞工實施週休二日，更突顯旅遊的重要性，緊鄰大台北地區的陽明山國家公園是一個交通運輸便利且頗享盛名的旅遊熱門地方。本研究以旅遊動機、旅遊意象、旅遊品質、旅遊效益為切入點來探討陽明山國家公園旅客的相關旅遊行為，並以使用自行車、機車、自用汽車與公共運輸四類交通工具的遊客作為實地調查之對象，共實發問卷420分，有效問卷回收率為95.24％。研究結果顯示：(1)旅遊動機對旅遊意象有正向顯著影響。(2)旅遊動機對旅遊品質有正向顯著影響。(3)旅遊動機對旅遊效益有正向顯著影響。(4)旅遊品質對旅遊意象有正向顯著影響。(5)旅遊意象對旅遊效益有正向顯著影響。(6)旅遊品質對旅遊效益有正向顯著影響。(7)旅遊意象對於旅遊動機與旅遊效益之間存在部份中介效果。(8)旅遊品質對旅遊動機與旅遊效益之間存在部分中介效果。[[abstract]] Tourism as a part of modern life in different places, from 2016 in the full implementation of the labor day weekend, but also highlight the importance of tourism in the region close to Taipei Yangmingshan National Park is a convenient transportation and renowned for the popular tourist areas. In this study, tourism motivation, tourism image, tourism quality and tourism benefits as a starting point to explore the tourism-related behavior Yangmingshan National Park visitors, and the use of bicycles, motorcycles, cars and public transport for personal use four types of transport tourist spot as the object of investigation, a total of 420 questionnaires, the effective response rate was 95.24%. The results show: (1) travel motivation has a positive significant effect on the tourism image. (2) Travel motivations have significant positive impact on the quality of travel. (3) Travel motives significant positive impact on the tourism benefits. (4) the quality of tourism have significant positive impact on the tourism image. (5) significant tourism image has a positive impact on the tourism benefits. (6) the quality of tourism have significant positive impact on the tourism benefits. (7) partially mediated effects for tourism image between travel motivations and tourism benefits exist. (8) partially mediated effect on the quality of tourism between tourism motivation and tourism benefits exist