本研究以問卷調查理解消費者體驗文化觀光之經驗，同時探討不同背景變項
之旅客在消費體驗、滿意度以及忠誠度之差異。研究者以秀林鄉太魯閣族的文化觀光為例，透過真實體驗的觀點探討旅客反應與體驗價值。研究者運用真實性概念探討遊憩涉入、人格特質、體驗價值等變項之因果關係，以釐清滿意度與忠誠度關係之變化，提供政府政策制定及業者經營管理之參考。研究發現:
1.遊憩涉入對真實體驗有正向影響。
2.人格特質對真實體驗未顯著影響。
3.真實體驗對體驗價值有正向影響。
4.體驗價值對顧客滿意度有正向影響。
5.體驗價值對顧客忠誠度有正向影響。
6.顧客滿意度對顧客忠誠度有正向影響。
因此，相關的建議包含：
1.為加強行銷網絡提昇感恩祭能見度，並與民間團體及觀光業者策略盟。
2.內化感恩祭傳統真實性，培育專業導覽解說人員，讓遊客深度體驗原住民族文化。
3.設計具旅遊體驗真實性活動，進行差異化行銷。

The author used questionnaire to understand the experience of consumer, cultural tourism, differences in consumer experience, satisfaction and loyalty among visitors with different background variables. The researchers used the cultural tourism of the Taroko community in Xiulin Township of Hualien as an example to explore the value of passenger’s response and experience through the perspective of real experience. Researcher used the concept of authenticity to explore the causal relationship between the characteristics of recreation, personality traits, and experience value, to clarify the changes in the relationship between satisfaction and loyalty, and to provide a reference for government policy formulation and business management. The findings are as follows：
1.Recreational involvement has a positive impact on the real experience.
2.Personality traits have a positive impact on the real experience.
3.The real experience has a positive impact on the value of the experience.
4.The experience value has a positive impact on customer satisfaction.
5.Experience value has a positive impact on customer loyalty.
6.Customer satisfaction has a positive impact on customer loyalty.
Related recommendations are as follows:
1.To enhance the marketing network and enhance the gratitude of the Thanksgiving
Festival, and to coordinate with civil society and tourism industry.
2.Internalize the traditional authenticity of the Thanksgiving Festival, and cultivate
professional guides to explain the personnel, so that visitors can experience the Aboriginal culture in depth.
3.Design a tourism experience authenticity activity, and carry out differential marketing.

目錄 iv
表目錄 vi
圖目錄 vii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究流程 5
第二章 文獻回顧 7
第一節 原住民族文化觀光 7
第二節 太魯閣族感恩祭緣由 10
第三節 遊憩涉入 13
第四節 人格特質 16
第五節 劇場理論 18
第六節 真實性 22
第七節 體驗價值 30
第八節 顧客滿意度 36
第九節 顧客忠誠度 38
第三章 研究方法 41
第一節 研究架構 41
第二節 研究假說 42
第三節 研究變數與操作型定義 48
第四節 問卷設計 54
第五節 資料蒐集方法 55
第六節 資料分析方法 56
第七節 前測信度分析 58
第四章 資料分析 59
第一節 樣本結構之敘述性統計分析 59
第二節 共同方法變異檢測 61
第三節 衡量信度與效度分析 62
第四節 整體結構方程式分析 69
第五節 結果與討論 75
第五章 結論與建議 79
第一節 結論 79
第二節 建議 83
參考文獻 85
附錄一 正式問卷題 101
附錄二 共同方法變異檢測總計 105
附錄三 2019年太魯閣族感恩祭儀 107
附錄四 問卷調查QR碼 108

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