摘 要
本研究以認同作用之觀點結合代言人可信度、目的地認同感、旅遊意願與認知價值等因素探討旅遊代言人對遊客行為的影響。本研究採用線上問卷調查，以知道嘉義觀光代言人與曾經於2020至2023年前往嘉義旅遊之遊客做為研究對象，共得249份有效樣本。資料以AMOS軟體進行結構方程式與SPSS進行階層迴歸分析來檢驗本研究所提出之六個假設。其結果得到代言人可信度會正向影響目的地認同感。代言人可信度會正向影響遊客的旅遊意願。遊客的目的地認同感亦會正向影響旅遊意願。另外，本研究也將認知價值視為調節變數。結果也發現代言人可信度與認知價值對遊客的旅遊意願具有交互作用，以及目的地認同感與認知價值對遊客的旅遊意願具有交互作用。
關鍵詞: 代言人可信度，目的地認同感，認知價值
Abstract
This study employed the concept of identity theory and integrated the factors of endorser credibility, destination identity, travel intention and perceived value to discuss the influence of travel endorser on tourist behavior. The on-line surveys were conducted, and a total of 249 valid responses were obtained, that were from the tourists who knew the travel endorser of Chiayi and had had the travel experience at Chiayi during the period from 2020 to 2023. The analysis software of SPSS and AMOS were used to examine the research hypotheses proposed in this study. The results indicated that endorser credibility had a positive effect on tourist’s destination identity. Endorser credibility had a positive effect on travel intention, too. Tourist’s destination identity has a positive effect on their travel intention. In addition, this study regarded perceived value as the moderating role. The results also revealed that endorser credibility and perceived value had an interactive effect on travel intention, and destination identity and perceived value had an interactive effect on travel intention.
Keyword: Endorser credibility, Destination identity, Perceived value