- 期刊
鹽水鎮遊客觀光意象與滿意度之研究
A Study on Tourism Image and Satisfaction of Yen-Shui Town
摘要
鹽水鎮擁有豐富歷史及文化資源，每年相關節慶活動更是吸引許多遊客前來。因應鹽水鎮之豐富資源特色，台南縣政府亦提出「月津風華再現」計畫，針對城鄉風貌進行改造計畫，期望鹽水地區能重振昔日繁華，亦有益提昇觀光品質。鑑於鹽水鎮擁有豐富歷史文化意涵及政府對鹽水鎮觀光的重視，本研究主要目的在瞭解鹽水地區遊客觀光意象、遊客意象集群及遊客對資源軟硬體品質認知滿意度。本研究以鹽水鎮遊客為研究對象，採取便利抽樣的方式進行問卷調查，共回收420份有效問卷。統計方法包括敘述性統計、因素分析、集群分析、變異數分析及多元迴歸分析。本研究實證結果如下：1. 遊客以南部地區為最多，再次重遊意願很高。2. 遊客對鹽水鎮觀光意象以具有特殊民俗慶典最為深刻。透過觀光意象因素分析得到鄉村田野風情、地方性活動提供、文化古蹟體驗、高知名度及地方性心理氛圍五個觀光意象因素。不同遊客社經背景及旅遊特性對鹽水鎮觀光意象因素有顯著差異。觀光意象因素對總滿意度有顯著影響。3. 透過觀光意象因素分數進行集群分析得到鄉土文化愛好型、慕名而來型、鄉野氛圍感受型、活動參與型、地方特色體驗型五個遊客集群。遊客集群對滿意度有顯著差異。4. 滿意度構面對總滿意度有顯著影響。
並列摘要
Yen-shui town is one of the earliest developed areas in Taiwan Island. Yen-shui has rich historical and cultural resources, the annual festival-related activities are also to drive visitors to join. In accordance to Yen-shui town's distinguishing feature of rich resources, Tainan County government came out of a transformation plan which is proposed to improve the townscape and rural atmosphere of Yen-shui area, expecting that the Yen-shui area could show its splendid characteristics and also hope to improve the tourism quality. In order to understand the tourism image and satisfaction of Yen-shui town, the main purposes of this research is to understand the tourism image, satisfaction of facility and service quality. The study took tourists around Yen-shui town as the samples, using convenience sampling method to carry out the questionnaire survey; a total of 420 effective questionnaires was received. Statistical methods including descriptive statistics, factor analysis, cluster analysis, one-way ANOVA, and multiple regression analysis were used to analyze the collected data. The results are as followings: 1. Most impressed tourism image is the special folk festival. Five tourism image factors including rural field style, local activities, experience of culture/heritages, well-known, and local psychological atmosphere were generated through factor analysis. Tourism image factors show significant influence to the integrated satisfaction. Tourism image factors show significant influence to the overall satisfaction. 2. Five image clusters are obtained through cluster analysis. These five clusters are named as local-culture loving, well-known pursuit, rural atmosphere feeling, activity participation, experience of local specificity. It is found that these clusters show significant differences to the image factors and satisfactions. 4. Satisfaction dimensions show significant influence to the integrated satisfaction.