文化古蹟遊客旅遊動機、滿意度及重遊意願之研究－以花蓮縣慶修院為例

本文主要探討前往花蓮縣慶修院文化古蹟不同背景變項遊客之旅遊動機、滿意度及重遊意願影響與相關性。主要使用問卷調查法，共計發放331份問卷，回收問卷300份，有效回收率達90.6%，首先經由敘述性統計分析，接著以統計軟體進行Pearson積差相關分析，研究發現不同背景中以男性為主，年齡為21至30歲，教育程度以大專院校為主，職業主要為學生，婚姻則為未婚，平均月收入在20,000元以下及居住地點以東部為主。而在內部的描述中，中，男性及未婚比女性對旅遊動機非常認同。教育程度對於旅遊動機、滿意度、重遊意願都沒有影響。居住地對於旅遊動機沒有影響，對於滿意度及重遊意願，居住東部遊客較南部遊客認同。12歲至30歲遊客對於旅遊動機、滿意度、重遊意願最認同。學生對於旅遊動機、滿意度、重遊意願最為認同。月收入2萬元（含）以下對於旅遊動機、滿意度、重遊意願較認同。經由實際的相關分析計算，可以得到旅遊動機、滿意度與重遊意願都呈現正向影響，而旅遊動機與滿意度、重遊意願與滿意度兩者呈現高度相關。

關鍵字

慶修院；旅遊動機；滿意度；重遊意願；敘述性統計； Pearson

並列摘要

This study mainly explores the influence and correlation of tourist motivation, satisfaction, and willingness to revisit tourists with different background variables in the cultural monuments of Qingxiuyuan, Hualien County. In this study, a questionnaire survey method was used. A total of 331 questionnaires were distributed and 300 questionnaires were recovered. The effective recovery rate was 90.6%. SPSS statistical software was used for descriptive statistics and Pearson product correlation analysis. After verification, the study found the following conclusions: 1.According to the analysis results of different background data, it can be seen that 65% of the tourists interviewed are men, 41.7% are aged 21-30 years old, 78.7% are mainly colleges, and occupations are students More than 48.7%, with marital status being unmarried accounted for the most 68.7%, average monthly income of less than 20,000 yuan accounted for more than 45.7, and the main place of residence was 75.7 in the east. 2.Different genders will affect travel motivation. Among them, males have higher identity than women; and different marital status has an impact on travel motivation, satisfaction and willingness to revisit. Among them, unmarried people are more likely to be identified than married people. 3.Education level has no effect on tourism motivation, satisfaction, and willingness to revisit, and 4.The place of residence has no influence on tourism motivation, and satisfaction and willingness to revisit are all recognized by tourists from the east than those from the south. Age for tourism motivation, satisfaction, and willingness to revisit are all under 20 and 21-30 Year-old tourists most agree; careers are most recognized by students for tourism motivation, satisfaction, and willingness to revisit; monthly income for tourism motivation, satisfaction, and willingness to revisit tourists are more recognized by tourists with a monthly income of less than 20,000 yuan. The correlation analysis shows that tourism motivation, satisfaction and willingness to revisit all have a positive impact, among which tourism motivation and satisfaction, willingness to revisit and satisfaction are highly correlated.