從遊客的旅遊動機、滿意度與重遊意願來探討城市行銷 — 以駁二藝術特區為例

Exploration of urban marketing from the relationships on travel motivation, satisfaction, and revisiting willingness of tourists — A Case Study of Pier-2 Art Center.

黃舒暖(Shu-Nuan Huang)

指導教授 ： 陳秀芬

義守大學/管理學院/管理碩博士班/碩士(2014年)

https://doi.org/10.6343/ISU.2014.00087

摘要

本研究以城市行銷的觀點探討駁二藝術特區，從舉辦的活動來分析遊客的旅遊動機、滿意度與重遊意願，作為駁二藝術特區之參考依據！採便利抽樣方式進行問卷調查，以遊客特性、旅遊動機、期望和滿意度、重遊意願來設計問卷。本研究以駁二藝術特區遊客為研究對象，以駁二藝術特區為測量範圍，發放500份問卷，有效回收484份問卷。結果顯示不同的人口統計變項對旅遊動機無顯著差異；遊客的旅遊動機來自欣賞駁二特區的裝置藝術或牆上彩繪以及放鬆身心；不同的人口統計變項分別與期望、滿意度，有部份顯著差異；期望與滿意度兩者之間有顯著的差異，尤其在「商品與服務、環境設施」方面，期望大於滿意度，顯示遊客的期望未達預期，值得相關單位去審慎的思考與規劃是否需要納入改善發展重點。研究發現動機和滿意度呈現正向相關，當遊客旅遊動機越高，其滿意度越高；滿意度對重遊意願有顯著的影響，當遊客對「藝術新知、商品與服務」方面的滿意度越高，其重遊意願越高。

關鍵字

城市行銷 ； 旅遊動機 ； 滿意度 ； 重遊意願

並列摘要

This study investigated Pier 2 Art Center from the perspective of urban marketing, and analyzed the tourists’ travel motivation, satisfaction and revisiting willingness from the activities held by the art center. The findings can serve as a reference for Pier 2 Art Center. A questionnaire survey was conducted by convenience sampling to investigate the tourists’ characteristics, travel motivation, expectation, satisfaction and revisiting willingness. The subjects were visitors of Pier 2 Art Center, and the research site was Pier 2 Art Center. A total of 500 questionnaires were distributed, and 484 effective samples were recovered. The results showed that there is no significant difference in travel motivation due to different demographic variables. The common travel motivation is appreciation of installation art of Pier 2 Art Center and the colored drawing on the wall, as well as relaxation of body and mind. There are partial significant differences in expectation and satisfaction due to different demographic variables. Particularly, in “merchandises, services, and facilities”, the expectation is higher than satisfaction, suggesting that the visitors’ expectation is not met. Thus, the art center should review and plan carefully for future improvement.The results also suggested that motivation has a positive correlation with satisfaction. When the visitors have higher motivation, their satisfaction is also higher, satisfaction has a significant influence on the revisiting willingness. When the visitors have a higher satisfaction on “art knowledge, merchandises and services”, they will have higher revisiting willingness.

並列關鍵字

Urban marketing ； traveling motivation ； satisfaction ； revisiting willingness

參考文獻

宋永坤、鄧美娟（2012）。探討旅遊動機、意象、滿意度、忠誠度之關係-以淡水地區遊客為例。觀光旅遊研究學刊，7（1），79-102。

一、中文部份

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