A study of slow travel motivation, experiential value, satisfaction and revisit intention

• Main Authors: CHENG, YU-YANG, 鄭毓揚
• Other Authors: CHANG, JANET
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/mbj29g

碩士 === 國立高雄餐旅大學 === 飲食文化暨餐飲創新研究所 === 107 === In recent years, as consumers become more aware of the quality of life, travel is no longer just an escape from daily pressures, but rather a way to fulfill happiness and improve quality of life. Increasingly, travelers seek more meaningful experiences in travel, and there comes the new travel product: slow travel. Slow travel allows travelers enough time to explore and experience local culture and attractions, so that they will be satisfied with the destinations and more likely to revisit. For slow travelers, will their slow-travel motivation and experiential value have an impact on their slow-travel satisfaction with the destinations? How do the slow-travel motivation, experiential values and satisfaction influence the slow-travel revisits intention? To date, few studies have been done on slow-travelers. Therefore, a quantitative questionnaire survey is conducted on travelers at Taoyuan International Airport and Kaohsiung International Airport in this study. We utilize purposive sampling to investigate travelers who meet the following four criteria to explore the relationships among slow-travel motivation, experiential values, satisfaction, and revisit intention for: (1) travelers aged 18 years or above; (2) travelers who had engaged in non-group overseas travel in the past year; (3) travelers who had stayed in one city for more than 3 days and 2 nights; (4) travelers who had participated in at least 3 local activities(eg. eating local gastronomy, making handicrafts, visit a museum or exhibition), and we analyze data from the collected questionnaires with SPSS and AMOS. The results show that: (1) slow-travel motivation positively effects slow-travel satisfaction; (2) slow-travel experiential value positively effects slow-travel satisfaction; (3) slow-travel satisfaction positively effects slow-travel revisit intention; (4) slow-travel motivation dose not effects slow-travel revisit intention; (5) slow-travel experiential value positively effects slow-travel revisit intention. Furthermore, based on the research results of this study, it is expected that specific recommendations can be made for the future operations of the tourism industry.