- 期刊
自行車騎士對單車旅館之旅遊動機、旅遊期望、旅遊意象與體驗滿意度關係之研究
A Study of Relationships among Cyclists' Travel Motivations, Travel Expectations, Tourism Image and Satisfaction on Bike Hotels
摘要
本研究以旅遊動機、旅遊期望、旅遊意象與滿意度之關係為研究主題，並以前往單車旅館的自行車騎士為調查對象。本研究調查有效樣本429份，運用SPSS18.0與AMOS6.0統計軟體進行描述性統計與結構方程模式分析，研究結果顯示：一、「旅遊動機」對「旅遊期望」的路徑係數為0.57，呈現正向影響效果，旅遊動機愈明顯則遊客旅遊期望愈高；二、「旅遊動機」對「旅遊意象」的路徑係數為0.43，呈現正向影響效果，旅遊動機愈明顯則遊客旅遊意象認知愈高；三、「旅遊動機」對「滿意度」的路徑係數0.30，「旅遊動機」對「滿意度」具有顯著正向影響效果，旅遊動機愈強烈則滿意度愈高；四、「旅遊期望」對「滿意度」的路徑係數為0.25，呈顯著且為正向影響效果，遊客對旅遊期望愈高則滿意度愈高；五、「旅遊意象」對「滿意度」的路徑係數為0.23，亦呈顯著且為正向影響效果，遊客對旅遊意象認知愈深刻則滿意度愈高。最後依據研究結果，提出後續研究建議與管理意涵。
並列摘要
This research aimed at studying the relationships among travel motivations, travel expectations, tourism image and satisfaction of cyclists who visit bike hotels. A structural model was analyzed upon 429 valid samples received. The statistics package software of SPSS 18.0 and AMO 6.0 were to analyze the data and examine the research hypotheses. The study utilized descriptive statistics and structural equation modeling (SEM) to analyze the data and examine the research hypotheses. The study results showed that: 1. Positive and significant effect is found between travel motivations and travel expectations with the path coefficient 0.57. The higher the travel motivations, the higher level the travel expectations tourists perceive; 2. Positive and significant effect is found between travel motivations and tourism image with the path coefficient 0.43. The higher the travel motivations, the higher the tourism image recognition the tourists perceive; 3. Positive and significant effect is found between travel motivations and satisfaction with the path coefficient 0.30, which imply that travel motivations may enhance satisfaction; 4. Positive and significant effect is found between travel expectations and satisfaction with the path coefficient 0.25, which imply that travel expectations may enhance satisfaction; 5. Positive and significant effect is found between tourism image and satisfaction with the path coefficient 0.23, which imply that tourism image may enhance satisfaction. Based on the results, managerial implications as well as suggestion for future researches are also discussed.