本研究旨在探討8大森林樂園之遊客在體驗行程之後的滿意度與未來之行為意向,並分析不同背景變項之遊客在滿意度與行為意向之差異情形以及滿意度與行為意向間的相關性。本研究採問卷調查法,以立意抽樣方式進行,共計發放450份,有效問卷437份,有效回收率為97%。統計方法採用敘述性統計、項目分析、探索性因素分析、信度分析、獨立樣本t檢定、單因子變異數分析、雪費法事後檢定、典型相關等統計方法。研究結果發現:8大森林樂園的遊客中以女性較多,年齡以「31-40歲」的遊客最多,遊客居住地中以居住在嘉義、台南、高雄以及屏東等南部縣市最多,婚姻狀況以「已婚-有小孩」之遊客最多,教育程度以「專科或大學」與「高中職」之遊客最多,受訪遊客職業中以「學生」之遊客最多,平均月收入在四萬元以下之遊客最多。人口背景變項對8大森林樂園遊客滿意度構面的差異性分析中,除「性別」與整體滿意度無顯著差異外,其餘「年齡」、「居住地」、「婚姻狀況」、「教育程度」、「職業」及「平均月收入」等六個選項與整體滿意度皆存在顯著差異。人口背景變項對8大森林樂園遊客行為意向構面的差異性分析中,除「性別」、「婚姻狀況」與「整體行為意向」無顯著差異外,其餘「年齡」、「居住地」、「教育程度」、「職業」及「平均月收入」等五個選項與整體行為意向皆存在顯著差異。遊客滿意度對未來行為意向有顯著相關存在。
The purpose of this study was to explore the relationship among visitor satisfaction and post touring behavior intention in Bada Forest Paradise. It was to compare the variability of different background with satisfaction and behavioral intention. The research data was obtained by questionnaires. There were 450 copies of the questionnaire to give to the tourists and 437 valid copies were retrieved (valid retrieval rate is 97%). According to the research purposes and in order to test and verify the hypothesis, analyzed by statistical methods including descriptive statistics, independence t-test, reliability analysis, factor analysis, one-way ANOVA, Scheffe's posterior comparisons and canonical correlation. Results of the research are described as follows: 1.Most of the visitors participating in Bada Forest Paradise is females, age from 31 to 40, lived in southen cities and married with children. They have an education of senior high school or colleges. They work in various industries, and most have a monthly income between 20001 and 40000 NT; 2.There is significant difference in visitor satisfaction between age, location of residence, tourists of different marital status, education level, occupation and monthly income; however, there is no significant difference in sex; 3.There is no significant difference in post-event behavioral intentions between sex, and tourists of different marital status; however, there is a significant difference between age, location of residence, education level, occupation and monthly income; 4.The visitor satisfaction have significantly positive effects on behavioral intention.