觀光港區遊客旅遊動機、旅遊滿意度對重遊意影響之研究

The Effects of Tourist's Motivation and Satisfaction on Revisiting Willingness in Harbor District

葉子明(Tsu-Ming Yeh) ； 白凢芸(Fan-Yun Pai) ； 黨海珍(Hai-Chen Tang)

《休閒事業研究》 13卷3期 (2015/09) Pp. 40-64

https://doi.org/10.6746/LIR.201509_13(3).0002

摘要

觀光旅遊已成為全球重要的產業，如何在旅遊景點行銷管理及創造話題以提升遊客參與動機，已成為各國旅遊休閒產業的發展模式。旗津區擁有豐富的生態景觀與古蹟文化，加上親水資源的潛力，近年來旅遊人數逐年增加，如何行銷管理及創造話題以提升遊客參與動機？如何讓遊客滿意並吸引遊客重遊？瞭解遊客旅遊動機與遊客滿意度之關係，並分析兩者之關聯性，進而提高遊客旅遊動機與滿意度以再次吸引民眾前往消費，已成為旗津區當前重要課題。本研究採問卷調查法進行資料蒐集，以假日旗津區遊客為研究對象，共回收有效問卷331份。研究發現旅遊動機與滿意度具顯著相關，當遊客的旅遊動機越高時，旅遊時知覺到的旅遊環境品質、服務品質、硬體設施品質、整體滿意度都較高。研究也發現雖然總體旅遊動機、總體滿意度對重遊意願具正向影響，但旅遊動機子構面中，唯放鬆身心、社交互動對重遊意願具顯著影響，推論與旗津港區之自然景觀與旅遊環境，具備身心放鬆與親子同遊功能有關；而滿意度子構面中，唯旅遊環境、整體滿意對重遊意願具顯著影響，顯示旅遊環境對重遊意願的重要性。最後，本研究依據研究結果提出對觀光港區與主管機關相關建議，希冀對觀光港區之經營提供實務貢獻。

關鍵字

旗津區 ； 旅遊動機 ； 滿意度 ； 重遊意願

並列摘要

Tourism has become an important global industry, how to create a tourist attraction and marketing management to enhance visitors topic motivation, has become a model of development of national tourism and leisure industry. Cijin area has a rich heritage of cultural and ecological landscape, coupled with pro potential of water resources in recent years, the number of tourists increases every year, so the topic of how to create a marketing management and to enhance the tourist motivation? How to make visitors satisfied and attract tourists to revisit? Market positioning and direction, packaging, distinctive image building Cijin area itself, how can consumers or visitors agree? So understand the relationship between tourists and tourist travel motivations of satisfaction, and analyze the association of those two, thereby increasing tourist travel motivations and satisfaction to attract people again went consumption has become an important subject Cijin area. From the analysis result, motivation is related to satisfaction. When a traveler has strong motivation, he/she always can perceive higher quality about a destination. It is found that both motivation and satisfaction partially positively influence revisit intention. Only two sub-dimensions, relaxing and social interaction, in motivation significantly influence revisit intention. Also, only two sub-dimensions, destination environment and overall satisfaction, in satisfaction significantly influence revisit intention. Finally, suggestions are provided to destination and the local government to improve repeat revisit or to attract new resistors according to analysis results.

並列關鍵字

Cijin area ； travel motivation ； satisfaction ； willingness to revisit