王功漁火碼頭觀光吸引力、旅遊滿意度與重遊意願之相關研究

Analyses of Tourism Attraction, Tourist Satisfaction and Willingness to Revisit-A Case Study Based on Wang-Gong Fishermen's Wharf

劉泳倫(Yung-Lun Liu) ； 蕭怡靜(Yi-Jing Hsiao)

《休閒產業管理學刊》 5卷1期 (2012/04) Pp. 1-20

https://doi.org/10.6213/JLRIM.2012.5(1)1

摘要

本研究目的在探討觀光吸引力、旅遊滿意度、重遊意願之相關，以王功漁火碼頭遊客為對象，採便利抽樣方式進行，共發出600份問卷，得到有效問卷522份，以描述性統計、因素分析、Pearson積差相關分析、多元迴歸分析進行統計分析，研究結果發現：1.到訪遊客，以中部地區、未婚的、年輕學生居多，且女性多於男性；2.遊客主要觀光吸引力為「享用海鮮美食」；並以「親近大自然」感到最滿意；3.觀光吸引力、旅遊滿意度與重遊意願均呈正相關；4.觀光吸引力對旅遊滿意度和重遊意願具有預測力，且滿意度對重遊意願具有預測力。根據分析結果，本研究不僅對相關單位提出建議，亦對後續研究者提供後續研究方向。

關鍵字

王功漁火碼頭 ； 重遊意願 ； 旅遊滿意度 ； 觀光吸引力

並列摘要

The purpose of this paper was to examine the correlation of the tourism attraction, tourist satisfaction and willingness to revisit for Wang-Gong Fishermen's Wharf. The subjects of this research were the tourists visited at Wang-Gong Fishermen's Wharf. The non-random sampling method was used, we issued a total of 600 questionnaires, and 522 efficacious questionnaires were collected, For the data analysis, we used descriptive analysis, factor analysis, correlation analysis and multiple regression, The results are as follows: 1. To visits the tourist, residents on the local area, unmarried, the young student is in the majority, also the female is more than the male, 2. The sea food was the most attractive, The highest score of satisfaction is the nature embrace, 3. According to the correlation analysis, tourism attraction is positive with tourist satisfaction and willingness to revisit. Tourist satisfaction is positive with willingness to revisit. 4. Tourism attraction has significant influence on the prediction of the tourist satisfaction and willingness to revisit. Tourist satisfaction has significant influence on the prediction of the willingness to revisit. Based on above findings, this study therefore provides some practical suggestions for operator and program managers; it also offers a specific orientation for academics to conduct future researches.

並列關鍵字

Wang-Gong Fishermen's Wharf ； Willingness to revisit ； Tourist satisfaction ； Tourism attraction

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