遊憩動機、整體意象影響遊憩滿意度與重遊意願模式之研究-以台東池上鄉有機廊道遊客為例

The Effects of Tourists’ Recreational Motivation and Overall Image on Their Recreational Satisfaction and Willingness to Revisit - A Case of Organic Corridor in Chishang Township, Taitung County.

徐俊麟(Chun-lin Hsu)

指導教授 ： 林豐瑞

國立屏東科技大學/管理學院/農企業管理系所/碩士(2012年)

https://doi.org/10.6346/NPUST.2012.00126

摘要

本研究依研究動機與目的，以來到池上鄉有機廊道遊憩之遊客為受訪對象，並以問卷調查方式與SPSS17.0及AMOS18.0統計分析軟體進行實證分析。此間，本研究主旨在瞭解台東池上鄉有機廊道休閒農業發展概況，及藉由建構台東池上鄉有機廊道遊客之遊憩動機、整體意象影響遊憩滿意度與重遊意願之衡量，以結構方程模式驗證探討台東池上鄉有機廊道遊客的遊憩動機、整體意象、遊憩滿意度與重遊意願模式之適合性。
　　研究結果顯示，本研究建構之台東池上鄉有機廊道遊客之遊憩動機、整體意象、遊憩滿意度與重遊意願模式，可用運在台東池上鄉有機廊道遊客預測及解釋上，另外，在構面模式之遊憩動機、整體意象、遊憩滿意度與重遊意願等四個構面間之外顯變數同時具有直接與間接影響效果。並可辨別出彼此間之影響程度。最後，本研究結果進一步提出可能的管理與學術意涵，並提出具體可行之建議供台東池上鄉有機廊道各遊憩區之業主及政府相關輔導單位在規劃與執行上之參考。

關鍵字

遊憩動機 ； 整體意象 ； 遊憩滿意度 ； 重遊意願

並列摘要

The purpose of this study is understanding the tourists’ behavioral characteristics in the Taitung Chishang Township Organic Corridor, and the development of Taitung Chishang Township Organic Corridor’s leisure agriculture, In accordance with the research motivation and obiectives, questionnaire was design and sent to the tourists who recreated to Taitung Chishang Township Organic Corridor. The empirical data was analyzed by using the SPSS17.0 and AMOS18 statistical software. And construction the Recreational Motivation, Overall Image Influence Recreational Satisfaction and Revisit Willingness in Taitung Chishang Township Organic Corridor's Tourists, that is use structural equation modeling to verify and to treat about the good-of-fit of the model for the Recreational Motivation, Overall Image Influence Recreational Satisfaction and Revisit Willingness in Taitung
Chishang Township Organic Corridor's Tourists.
　　The research results show that the model construction for the Recreational Motivation, Overall Image Influence Recreational Satisfaction and Revisit Willingness in Taitung Chishang Township Organic Corridor's Tourists could be used to explain and predict, and the other model in dimensions of the Recreational Motivation, Overall Image, Recreational Satisfaction and Revisit Willingness outside of for dimensions were variable both direct and indirect effect, and can distinguish between the impact. Based on the research findings, the possible managerial and academic implications were porposed the solid recommendations were made to relevant the owners of recreational areas and government units on Taitung Chishang Township Organic Corridor.

並列關鍵字

Recreational Motivation ； Overall Image ； Recreational Satisfaction ； Revisit Willingness

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