【Abstract】
本研究欲瞭解打工度假學習、國家形象、旅客記憶以及口碑推薦之因果關係。經由嚴謹的研究設計，本研究蒐集到486份的有效樣本，採用結構方程模式進行實證分析。分析結果顯示，打工度假學習會正向顯著影響國家形象與旅客記憶，但不會影響口碑推薦；國家形象會正向顯著影響旅客記憶與口碑推薦；旅客記憶正向會顯著影響口碑推薦。此外，國家形象與旅客記憶皆在此模式中扮演著中介變數之角色，而旅客記憶所產生的間接影響比國家形象的間接影響還要顯著地高，再者，本研究之遠程中介分析發現，打工度假學習會依序透過國家形象以及旅客記憶，間接影響到口碑推薦。最後，本研究提出相關結論、討論、管理意涵以及未來研究建議。
This research aimed to understand the causal relationships among working holiday learning, country image, tourist memory, and word-of-mouth recommendation. Using 486 valid samples and structural equation modeling, this study showed that working holiday learning significantly affected country image and tourist memory, but not word-of-mouth recommendation. Country image significantly affected tourist memory and word-of-mouth recommendation, while tourist memory significantly affected word-of-mouth recommendation. Additionally, country image and tourist memory both acted as mediators in this model, with tourist memory having a stronger indirect effect than country image. This study found a distal mediating pathway from working holiday learning to word-of-mouth recommendation through country image and tourist memory. Finally, the study provides conclusions, discussions, managerial implications, and suggestions for future research.
|