遊客旅遊動機、滿意度對重遊意願之研究－以台中國家歌劇院為例

Exploring the Relations of Tourism Motivation and Satisfaction for Revisit to National Taichung Theater

朱瑞淵 ； 李國郎 ； 賴旭堂

《休閒運動保健學報》 15期 (2018/12) Pp. 47-63

https://doi.org/10.6204/JRSHP.201812_(15).0003

摘要

本研究以現代化建築為主題，探討“台中國家歌劇院”遊客之旅遊動機、滿意度對重遊意願之間的相互關係，同時分析不同背景特性變項遊客對旅遊動機、滿意度與重遊意願之差異情形，並對提升“台中國家歌劇院”滿意度及重遊意願提出建議。本研究採問卷調查法，研究結果發現：受訪者對於旅遊動機、滿意度及重遊意願的看法均呈現中上程度，旅遊動機對於重遊意願有顯著正向影響關係，滿意度對於重遊意願有顯著正向影響關係。人口統計變數方面，人口統計變數不同對於旅遊動機部分有顯著差異，對於滿意度部分有顯著差異，對於重遊意願則無顯著差異。針對這些結果，可以了解此類藝術場所之客群，對於開發客群或是採用區隔行銷、精準行銷等策略均有貢獻。

關鍵字

旅遊動機 ； 滿意度 ； 重遊意願 ； “台中國家歌劇院”

並列摘要

This research is to exploring the relations of tourism motivation and satisfaction for revisit to National Taichung Theater. Further study the differences of tourism motivation, satisfaction and revisit intention from variable type of tourist. To provide suggestion to National Taichung Theater of improving tourist's satisfaction and revisit intention. The study uses the questionnaire survey process the investigation of tourist’s revisit intention. The result shows the majority visitor with character below: Respondents mostly agree to the relations of tourism motivation, satisfaction and revisit intention. Tourism motivation is significant positive relation to revisit intention; Satisfaction is significant positive relation to revisit intention. In the aspect of demographic variable, the research shows demographic variable is significant difference in tourism motivation and satisfaction but no significant difference in revisit intention. Base on the result may understand the target customer of the type of artistic places and is contributing to customer development or segmentation marketing and precision marketing...etc.

並列關鍵字

Tourism motivation ； Satisfaction ； Revisit intention ； National Taichung Theater