馬祖冬季受東北季風影響交通不便,夏季機位一票難求,冬季遊客則寥寥無幾。因此,在接待能力有限的情況下,若欲增加遊客之旅遊購物支出,是否需靠旅遊品質的提升?本研究目的在探討遊客的觀光意象、滿意度與旅遊購物支出之間的關聯性,並分析不同背景遊客之差異,冀能提高遊客在馬祖之旅遊購物支出。本研究以馬祖為研究範圍,發展結構式問卷作為調查工具,於2012年5月至8月期間,以到訪馬祖的遊客作為問卷調查對象,共取得有效問卷880份。經統計分析,取得研究結果顯示:(1)遊客對馬祖的觀光意象以「景緻優美的群島 (島嶼)景觀」最高;(2)滿意度則以「旅遊資訊的取得容易」最高;(3)觀光意象部分構面對滿意度有正向顯著影響;(4)觀光意象部分構面對旅遊購物支出有正向影響;(5)滿意度部分構面對旅遊購物支出有正向顯著影響。
Because of the north-eastern monsoon, tourism in Matsu Islands flourishes in summer but withers in winter. Under such a limitation, improving the quality of tourism is the best way to increase the tourists' shopping expenses. This study, therefore, probes into the interrelationship among the tourism image, satisfaction and shopping expenses. In addition, the variations of all the tourists’ background are analyzed and hopefully the result helps increase the Matsu tourists' shopping expenses.This study focuses on Matsu Islands, proceeds with structured interviews on the tourists to Matsu between May and August in 2012 and gets 880 valid questionnaires. The result shows:(1) Matsu tourists are most impressed with the image of ”islands with beautiful scenery” and most (2) satisfied with ”easy access to travel information”. (2)Tourism image has positive influence on satisfaction. (3)Tourism image has some positive influence on satisfaction. (4)Satisfaction has some positive influence on the tourists' shopping expenses.