圓潭自然生態園區遊客旅遊動機、旅遊偏好、滿意度與重遊意願之相關研究

Exploring Travel Motivation, Travel Preference, Tourist Satisfaction and Willingness to revisit-A Case Study Based on Yuan-Tan Ecological Park

劉泳倫(Yung-Lun Liu) ； 鄒哲宗(Che-Tsung Tsou) ； 丁伯薇(Po-Wei Ting)

《休閒觀光與運動健康學報》 1卷2期 (2011/03) Pp. 62-79

https://doi.org/10.29504/JLTSH.201103.0006

摘要

本研究目的在探討圓潭自然生態園區遊客旅遊動機、旅遊偏好、滿意度對重遊意願之影響，以圓潭自然生態園區遊客為對象，採便利抽樣方式進行，共發出550份問卷，得到有效問卷506份，以描述性統計、因素分析、Pearson積差相關、多元迴歸進行統計分析，研究結果發現：（一）到訪遊客以女性、已婚、中壯年為多數，學歷以大學及專科居多；（二）遊客主要旅遊動機為「戶外走走、運動健身」，旅遊偏好為「瀑布」，旅遊滿意度以「景觀環境帶給您心情感受」為最高，重遊意願以「推薦親朋好友」為最高；（三）遊客旅遊動機、旅遊偏好、滿意度與重遊意願均呈正相關；4.旅遊偏好、滿意度可以顯著預測重遊意願。根據分析結果，本研究不僅對主管單位提出建議，亦對圓潭自然生態園區後續研究者提供後續研究方向。

關鍵字

圓潭自然生態園區 ； 旅遊動機 ； 旅遊偏好 ； 滿意度 ； 重遊意願

並列摘要

This study aims to explore travel motivation, travel preference of tourists to the Yuan Tan Ecological Park and also assess the influences of both on willingness to revisit. By adopting convenience sampling, a total of 550 questionnaires were issued, and 506 questionnaires were valid, the researchers used descriptive statistics, factor analysis, Pearson product -moment correlation and stepwise multiple regression analysis to analyze the data. The findings show that: 1. Female, married, middle age and junior college & university were more significant in point of geographic characteristics 2.Major travel motivation were ”healthily-friendly outdoor activities”; ”cascade” was picked as the most travel preference; ”Relaxation & Recuperation brought by nature landscape” was more significant in travel satisfaction; in point of willingness to revisit ”A recommendation to friends and family” as the highest; 3. Travel motivation, travel preference, tourist satisfaction were positive correlation with willingness to revisit . 4. Travel preference, tourist satisfaction could be used to significantly predict the willingness to revisit. Based on these findings, this study gives not only practical effects to the tourism marketers on the field of tourism management, it also provides the further study an orientation to theoretical advancement in the field of tourism to Yuan-Tan Ecological Park or other destinations.

並列關鍵字

Yuan-Tan Ecological Park ； Travel Motivation ； Travel Preference ； Tourist Satisfaction ； Willingness to revisit