遊客人格特質、遊憩動機與滿意度之研究－以安平港國家歷史風景區為例

西諺：「世界由多樣性組成的。」人類亦是，天生不同的個體，再加上不一樣的環境背景，造就出不同的人格特質。近年來，人格特質逐漸受到重視，也有許多學者研究相關議題，不過大多運用在職場上、人力資源管理或教育方面，在旅遊方面探討較少。本研究目的是探討遊客人格特質、遊憩動機與滿意度之關係，以安平港國家歷史風景區為研究地點，透過抽樣的方式，以到安平港國家歷史風景區遊憩體驗後的遊客為對象發放問卷，共計發出450份問卷，有效問卷為385份。以描述性統計、獨立樣本t檢定、單因子變異數分析法（ANOVA）、結構方程模式進行相關檢定，分析結果如下：一、遊客以女性稍多、年齡以31－39歲居多，教育程度以大專院校比例稍多，而已婚者較多，居住地點以南部地區居多數。二、遊客的「年齡」在遊憩動機之體驗與互動上有顯著差異；遊客的「教育程度」在遊憩動機之自我學習成長、體驗與互動上有顯著差異。三、遊客的「年齡」在滿意度之遊憩服務品質與環境規劃有顯著差異；遊客的「居住地」在滿意度之活動體驗有顯著差異。四、透過結構方程模式對人格特質、遊憩動機與滿意度進行分析，顯示人格特質對「遊憩動機」有顯著的解釋力，即人格特質愈明顯，遊憩動機愈強烈；人格特質對「滿意度」無顯著的解釋力；另「遊憩動機」愈高者，則「滿意度」愈高。因此人格特質會影響遊客的遊憩動機，增加遊客的遊憩動機，能提升遊客的滿意度，未來歷史風景區遊憩活動規劃與推展時可參酌考慮。

關鍵字

安平港國家歷史風景區；人格特質；遊憩動機；滿意度

並列摘要

In recent years, most researchers who studied personality traits have focused on the employment situation, human resource management and education. But the discussions on relationships among tourists' personality traits and travel motivation were relatively rare in the field of tourism research. The purpose of this research is to investigate the relationships among tourists' personality traits, travel motivation, and satisfaction in Anping Harbor National Historical Park. Visitors were approached by purposive sampling, and a total of 385 effective questionnaires were collected. The independent samples t-test, one-way analysis of variance (one-way ANOVA) and structural equation modeling (SEM) were conducted. The research yielded the following findings: 1. The personality traits of tourists to Anping Harbor National Historical Park were tending to relate to agreeableness; physical and psychological adjustment on travel motivation had a higher degree of consent; the customer experience and interaction in activities on tourists' satisfaction got higher scores. 2. There were significant differences in travel motivation due to the diversity of tourists' age and education; the demographic variables age and the place of residence had significant differences on tourists' satisfaction. 3. Personality traits had a significant effect on travel motivation, but personality traits had no significant effect on tourists' satisfaction. 4. Travel motivation could predict tourists' satisfaction. Personality traits can affect travel motivation. Increasing travel motivation can enhance tourists' satisfaction. The result may be taken as the basis of decision-making for Anping Harbor National Historical Park in the future.