檜意森活村之旅遊動機、旅客滿意度與重遊意願研究

A Study on Tourist Motivation,Tourist Satisfaction and Revisit Intention of Hinoki Village

陳俊良(Chun-Liang, Chen) ； 楊文仁(Wen-Ren, Yang)

《農民組織學刊》 22期 (2020/02) Pp. 69-110

https://doi.org/10.6655/JFO.202002_(22).0003

摘要

檜意森活村是近年來嘉義市最熱門的旅遊觀光景點，也是政府委外經營的典範案例，受到許多獎項的肯定，嘉義市總共居住著27萬人口，每年至檜意森活村的旅遊人次便有接近200萬人次，足可見檜意森活村對當地經濟、觀光、文化的重要性，但因檜意森活村自營運至今才五年不到，在相關學術研究上仍有待陸續建構，因此本篇研究希望能在實務上帶給經營團隊相當的參考價值。本研究旨在瞭解檜意森活村的營運現況，同時探討該地之旅遊動機、旅客滿意度以及重遊意願間的關係，並透過現場問卷發放的模式，蒐集了565份問卷調查，研究結果顯示人口統計變項對旅客滿意度與重遊意願皆呈現非常顯著，旅客滿意度對重遊意願顯示非常顯著，旅客旅遊動機對重遊意願亦顯示非常顯著，以上四項研究假說皆成立。

關鍵字

檜意森活村 ； 旅遊動機 ； 旅客滿意度 ； 重遊意願

並列摘要

Chiayi Hinoki Village is the most popular tourist attraction in Chiayi City in recent years, and it is also a typical case of outsourcing by the government. It has been affirmed by many awards. The total population of Chiayi City is 270,000 people. Every year, there are close to 2 million tourists visiting Chiayi Hinoki Village. This shows the importance of the Hinoki Village to the local economy, tourism and culture. However, since it has been less than five years since it started operation, the relevant academic research has yet to increase, so this research hopes to bring considerable reference value to the management team in practice. The purpose of this study is to understand the current status of the operation of the Hinoki Village. At the same time, the relationship is discuss between travel motivation, passenger satisfaction and Passengers Revisit Intention in the area. This study collected 565 questionnaires through the on-site questionnaire distribution model. The results show that the demographic variables are significantly different for passenger satisfaction and passengers revisit intention. Passengers who have different satisfaction have significant differences in the passengers revisit intention. The above four research hypotheses are all true.

並列關鍵字

Hinoki Village ； Travel Motivation ； Passenger Satisfaction ； Passengers Revisit Intention