遊憩動機、旅遊滿意度及重遊意願關係之研究－以台灣原住民族文化園區為例

The Study of Relationships among Tourists' Motivation, Tourist Satisfaction, and Revisiting Willingness toward the Taiwan Indigenous Peoples Cultural Park

曾麗菁(Li-Ching Tesng) ； 錢銘貴(Ming-Kuei Chien) ； 沈盈貝(Ying-Pei Shen)

《休閒事業研究》 10卷1期 (2012/03) Pp. 41-58

https://doi.org/10.6746/LIR.201203_10(1).0004

摘要

聯合國將1993年訂為國際原住民年（International Year for Indigenous People）後，台灣原住民相關活動也接續全球其他原住民文化運動風潮之後正式展開，加上政府自1999年開始實施周休二日，帶動國內旅遊的風潮。因此，本研究主要探討到訪台灣原住民族文化園區遊客的遊憩動機、遊憩滿意度及重遊意願間的關係。本研究的問卷調查期間為2011年07月01日起至2011年10月31日止，於三地門台灣原住民族文化園區進行問卷調查，對象是以到訪台灣原住民族文化園區遊客為主，採立意取樣（Purposive Sampling）的方式進行問卷調查，本研究共發放500份問卷，回收298份問卷，16份無效問卷，有效問卷282份，有效問卷回收率達95%。所蒐集之資料以SPSS18.0進行描述性統計分析，LISREL8.8進行驗證性因素分析以及研究構念間關係的檢驗。研究結果發現遊客的遊憩動機與遊客滿意度具有直接且顯著正相關；遊客的遊憩動機與重遊意願具有直接且顯著正相關；遊客滿意度與重遊意願具有直接且顯著正相關。因此，本研究結果可作為台灣原住民族文化園區決策參考依據。

關鍵字

遊憩動機 ； 遊憩滿意度 ； 重遊意願

並列摘要

The United Nations set 1993 as the International Year for Indigenous People. Taiwan's indigenous people-related activities also follow the global trend after the official start of international indigenous cultural movement. In 1999, the government began the two-day weekend which brings an upward trend in domestic tourism. Thus, this study focuses on relationships among the tourists' motivation, satisfaction, and revisiting willingness toward the Taiwan Indigenous Peoples Cultural Park. In this study, the survey is conducted a questionnaire from July 1, 2011 until October 31, 2011 at the Taiwan Indigenous Peoples Cultural Park in Sandimen. The object is the tourists who visit Taiwan Indigenous Peoples Cultural Park. Purposive Sampling is adapted to conduct a questionnaire survey, 500 questionnaires distributed, 298 questionnaires recovered, 16 invalid questionnaires, 282 valid questionnaires, with the effective recovery rate at 95%. The collected data use SPSS18.0 for conducting descriptive statistical analysis and LISREL8.8 for confirmatory factor analysis as well a testing for relationship between the two aspects. The results showed that tourists' motivation and satisfaction have a direct and significant positive correlation; tourists' motivation and revisiting willingness have a direct and significant positive correlation; tourists' satisfaction and revisiting willingness have a direct and significant positive correlation. Thus, the results of this study can be used as the basis of decision-making for Taiwan Indigenous Peoples Cultural Park.

並列關鍵字

Tourists' Motivation ； Tourist Satisfaction ； Revisiting Willingness