旅遊體驗量表(簡稱MTES量表)

當你的研究需調查旅行者對於旅遊體驗的感受，或是旅遊經驗的評價時，就可以考慮使用MTES量表。

什麼是旅遊體驗量表？

旅遊體驗量表（Memorable Tourism Experiences Scale，簡稱MTES），Kim, Ritchie, & McCormick (2010)針對美國中西部大學12個班級的學生511位進行旅遊體驗調查，樣本中男生佔43.2%，女生佔56.8%，平均年齡介於18-23歲之間。旅遊體驗量表總共24題目，主要在評估七個相關內涵的旅遊經驗，包含：娛樂的體驗、新奇的體驗、民族風情的體驗、刷新的體驗、有意義的體驗、參與的體驗、知識的體驗。

旅遊體驗的計分方式

將受試者感受、反應及認同程度為評定指標，採用6點量表級分方法。其標準為“1” 表示從未；“2”表示很少；“3” 表示偶爾；“4”表示普通；“5”表示經常；“6”表示多數；“7”表示總是。

旅遊體驗問卷的題目

一、愉悅的體驗

1.  我對於這趟旅程中獲得的新體驗感到興奮

①從未②很少③偶爾④普通⑤經常⑥多數⑦總是

2.  我沉迷於這趟旅程的活動中

①從未②很少③偶爾④普通⑤經常⑥多數⑦總是

3.  我非常享受這種旅遊體驗

①從未②很少③偶爾④普通⑤經常⑥多數⑦總是

4.  這趟旅程令人興奮

①從未②很少③偶爾④普通⑤經常⑥多數⑦總是

二、新奇的體驗

5.  這趟旅程是一生必須一次的體驗

①從未②很少③偶爾④普通⑤經常⑥多數⑦總是

6.  這趟旅程是獨一無二的

①從未②很少③偶爾④普通⑤經常⑥多數⑦總是

7.  這趟旅程與以往的經歷不同

①從未②很少③偶爾④普通⑤經常⑥多數⑦總是

8.  這趟旅程體驗新事物

①從未②很少③偶爾④普通⑤經常⑥多數⑦總是

三、民族風情的體驗

9.  我對這趟旅程中當地人民印象良好

①從未②很少③偶爾④普通⑤經常⑥多數⑦總是

10.  這趟旅程我近距離體驗當地文化

①從未②很少③偶爾④普通⑤經常⑥多數⑦總是

11.  這趟旅程目的地的當地居民是友好的

①從未②很少③偶爾④普通⑤經常⑥多數⑦總是

四、刷新的體驗

12.  這趟旅程讓我感到放鬆

①從未②很少③偶爾④普通⑤經常⑥多數⑦總是

13.  這趟旅程讓我享受自由的感覺

①從未②很少③偶爾④普通⑤經常⑥多數⑦總是

14.  這趟旅程讓刷新我的印象

①從未②很少③偶爾④普通⑤經常⑥多數⑦總是

15.  這趟旅程復蘇我的記憶

①從未②很少③偶爾④普通⑤經常⑥多數⑦總是

五、有意義的體驗

16.  這趟旅程我做了一些意味深長的事

①從未②很少③偶爾④普通⑤經常⑥多數⑦總是

17.  這趟旅程我做了一件重要的事

①從未②很少③偶爾④普通⑤經常⑥多數⑦總是

18.  我在這趟旅程中學習自我

①從未②很少③偶爾④普通⑤經常⑥多數⑦總是

六、參與的體驗

19.  這趟旅程我參觀了一個我真正想到的地方

①從未②很少③偶爾④普通⑤經常⑥多數⑦總是

20.  我很喜歡在這趟旅程中我做了真正想做的活動

①從未②很少③偶爾④普通⑤經常⑥多數⑦總是

21.  我對這趟旅程中的主要活動感興趣

①從未②很少③偶爾④普通⑤經常⑥多數⑦總是

七、知識的體驗

22.  我喜歡這趟旅程的探索

①從未②很少③偶爾④普通⑤經常⑥多數⑦總是

23.  我從這趟旅程中獲得知識

①從未②很少③偶爾④普通⑤經常⑥多數⑦總是

24.  我從這趟旅程中體驗新文化

①從未②很少③偶爾④普通⑤經常⑥多數⑦總是

問卷出處：

1.Kim, J.-H., Ritchie, J. R. B., & McCormick, B. (2010). Development of a Scale to Measure Memorable Tourism Experiences. Journal of Travel Research, 51(1), 12–25.

本期，為大家推薦2篇應用MTES量表的英文論文，觸類旁通，總有一篇啟發你的學術靈感！

Assessing Visitors’ Memorable Tourism Experiences (MTEs) in Forest Recreation Destination: A Case Study in Xitou Nature Education Area

Yu, C. P., Chang, W. C., & Ramanpong, J. (2019).

Forests, 10(8), 636-378.

Keywords: memorable tourism experiences; forest recreation; nature-based tourism;

behavioral intention

Abstract: Providing memorable tourism experiences (MTEs) plays a crucial role in determining the competitiveness and sustainability of a destination for not only the business sector, but also the environment. Therefore, destination managers face a challenge in identifying, facilitating, and maintaining memorable tourism experiences among visitors. Although MTEs have been increasingly studied, research of the effects of MTEs on word-of-mouth and revisit behavior intentions is still at an early stage of development, particularly in the forest recreation context. The objectives of this study were twofold: To assess visitors’ MTEs in a selected forest recreation destination and to examine the effects of MTEs on word-of-mouth and revisit intentions. This study identified key memorable experiences of visitors in Xitou Nature Education Area (XNEA), Taiwan (R.O.C.), and examined the relevant relationships among MTEs and behavioral intentions. The results revealed that both refreshment and involvement experiences received the highest scores from the respondents, whereas perceived local culture received the lowest score. Refreshment, local culture, and involvement positively influenced the word-of-mouth intention of visitors. Additionally, hedonism, local culture, and involvement significantly positively influenced the revisit intention of visitors. This study provides additional insights into MTEs in nature-based tourism. The study results underline the importance of MTEs in forest recreation destinations that can encourage more word-of-mouth and revisit intentions of tourists.

Music Memorable Tourism Experiences: Scale Development

Chandralal, L., & Valenzuela, F. R. (2015).

Contemporary Management Research, 11(3), 291-310.

Keywords: Memorable Tourism Experiences (MTEs), Tourist Experience, Instrument Development

Abstract: This paper presents the findings of a research intended to develop a reliable and valid measurement instrument for memorable tourism experiences from the perspectives of more regular and typical leisure-oriented travellers. The exploratory stage involved data analysis of 100 travel blog narratives and 35 in-depth interviews and the subsequent quantitative stage gathered data through a survey of 700 respondents who had visited some of the major tourist sites in Australia. The study confirmed a reliable and valid MTE instrument having 34 items across the ten experiential dimensions: authentic local experiences; novel experiences; self-beneficial experiences; significant travel experiences; serendipitous and surprising experiences; local hospitality; social interactions; impressive local guides and tour operators; fulfilment of personal travel interests and affective emotions. However, the relative importance of these dimensions can differ according to the destinations and travellers' demographic characteristics. The results provide important managerial implications for destination marketing efforts.