5.1 研究結論
5.1.2 描述性統計分析
綜觀本研究之整個模型，結構係數的計算為測定假設提供了基礎。如表4-59，
顯示熟悉度對目的地印象有顯著正向效果（H1），網路口碑對目的地印象有顯著正
向效果（H2），且目的地印象亦明顯地影響感知價值（H3）與旅客滿意度（H4），
感知價值影響旅客滿意度（H2）。而旅客滿意度與感知價值對忠誠度方面沒有明顯
的影響（H1）。利用旅客熟悉度進行多項測量，本研究發現熟悉度對國內旅客其目 的地印象的構面有正向的影響。旅客對目的地的熟悉度愈增加，目的地印象感知會 更加正面，結果與過去研究相符(Baloglu, 2001; Chen & Lin, 2012; Hu & Ritchie, 1993;
Lee, Scott, & Kim, 2008; Milman & Pizam, 1995)。本研究之案例亦是如此。
表 5-1 研究假設實證結果
研究假設 內 容 結論 參考數據
假設H1 熟悉度對目的地印象有正向影響 成立 表 4-59
假設H2 網路口碑對目的地印象有正向影響 成立 表 4-59 假設H3 目的地印象對感知價值有正向影響 成立 表 4-59 假設H4 目的地印象對旅客滿意度有正向影響 成立 表 4-59 假設H5 感知價值對旅客滿意度有正向影響 成立 表 4-59 假設H6 感知價質對忠誠度有正向影響 部份成立 表 4-59 假設H7 旅客滿意度對忠誠度有正向影響 部份成立 表 4-59 5.2 研究建議
5.2.1 對屏東縣政府之建議 5.2.1.1 下次度假之旅的首選
依據描述性統計中發現，旅客對小琉球旅遊之「下次度假之旅的首選」平均值 僅 3.59，顯示旅客對離島旅遊後新鮮感降低，小琉球是海上明珠也是與台灣本島最 近的小島，更值得旅客一遊再遊的離島，除了屏東縣政府自2012 年 8 月份起公告 在「杉福潮間帶」與2014 年 7 月 10 日起在「漁埕尾潮間帶」實施旅客總量管制之 外，其餘值得官方再推展與宣導並提升旅客再遊的興趣。圖5-1 和圖 5-2
圖5-1 花瓶石 圖5-2 杉福漁港
5.2.1.1 軟硬體符合我的期望
「軟硬體符合我的期望」平均值為 3.72 此部份是研究者想建議的，也是媒體 傳播的功勞。琉球鄉是台灣最夯的離島旅遊景點之一，依據大鵬灣國家風景區管理 處統計從 2009 年開始到 2010 年成長 28%，之後每年 11%的旅客成長速度到 2014 年旅遊人次已接近 40 萬人次，東港碼頭與小琉球民營碼頭的空間只是美化的環境 而不是改善空間。(圖 5-3 和 5-4)旅客旅遊前與旅遊後，都需在這擁擠與狹窄的走 道排隊等候，旅遊品質就在這個環境中消失，目前是東港碼頭在整建當中，預計 2014 年 10 月底完工(圖 5-5)。研究者盼能給旅客在東港碼頭排隊的舒適空間。另 建議小琉球白沙尾民營碼頭能在週五、六和日移至大福公營碼頭營運，以舒解假日 人潮擁擠。因為大福公營碼頭的空間較寬廣，而白沙尾民營碼頭營運則維持在星期 一~四。(圖 5-6)
圖5-3 白沙尾民營碼頭 圖 5-4 東港碼頭
圖 5-5 東港碼頭改建中 圖 5-6 大福公營碼頭
5.2.2 對後續研究者之建議
本研究有助於瞭解旅客到屏東縣琉球鄉之目的地印象、網路口碑、熟悉度、感 知價值、旅客滿意度和忠誠度之相互關係，但此份研究調查期間適逢暑假旅遊旺季 期間旅客之結果，當無法得知寒假期間之結果。因為季節不同的旅客有不同的特性，
且小琉球每年12 月至隔年 3 月為潮間帶保謢期，為觀光人潮影響，導致生態嚴重
失衡。為了保護海洋生態免於破壞，於每年4 月重新開放，讓美麗的海岸也獲得喘
息的時間。建議後續研究者，以寒假期間旅客旅遊需求為調查，讓官方更充份瞭解 旅客特色與推動行銷之策略。
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