- 期刊
- OpenAccess
遊客動機、滿意度以及忠誠度之相關研究－以國立海洋生物博物館為例
An Examination of the Effects of Motivation and Satisfaction on Loyalty: National Museum of Marine Biology and Aquarium
摘要
全球競爭激烈的環境下，政府週休二日的政策實施之後，人們休閒時間普遍增加，隨著交通便利與所得獲得改善，使各項觀光休閒娛樂事業蓬勃發展，為了有效吸引遊客，在經營管理上勢必趨向創新與大眾化行銷，而遊客忠誠是創造價值的重要關鍵。本研究旨在探討遊客動機和滿意度對忠誠度之影響。研究對象以海洋生物博物館之遊客進行問卷調查，採非隨機便利抽樣共獲得有效樣本229份。經文獻回顧相關理論後以結構方程式進行分析，研究結果顯示，動機與滿意度皆顯著正面的影響忠誠度且動機與滿意度也有顯著正面的影響。根據研究結果對海洋生物博物館業者提出建議，藉以提升遊客動機與滿意度，以改善和維持海洋生物博物館的競爭力，並對後續研究提出相關建議。
並列摘要
In order to attract more visitors, it will be a trend to have innovations and mass marketing strategies in tourism management. The customers' loyalty is the key point of creating value while global competitive environment and the leisure time increasing after two days off per week policy had been implemented by Government. Moreover, the convenience traffic had been blooming in all kinds of tourism and entertainment industries. The purpose of this study is to explore the effect of the visitors' destination loyalty by their motivation and satisfaction. The method is chosen nonrandom sample to survey those visitors in National Museum of Marine Biology and Aquarium via questionnaire, and using literature review related and the analysis of Structural Equation Modeling (SEM). It shows that there is an obvious positive effect toward visitor' loyalty by their motivation and satisfaction. In addition, the motivation and satisfaction show positive effect each other apparently. Finally, suggestions delivered from those findings are enhancing visitors' motivation and satisfaction in order to improve and maintain National Museum of Marine Biology and Aquarium's competitiveness. Also, future study is discussed.