日本團體套裝旅遊之旅遊動機、滿意度與重遊意願之研究

RELATIONSHIPS AMONG TRAVEL MOTIVATION, SATISFACTION, AND REVISIT INTENTION AS OBSERVED IN GROUP PACKAGE TOURS TO JAPAN

鄭惟仁(Wei-jen Cheng)

指導教授 ： 楊浩二

大同大學/經營設計學院/事業經營學系所/碩士(2010年)

摘要

本研究的研究對象以參加日本團體套裝旅遊的台灣遊客為主，來探討台灣旅客的旅遊動機、滿意度與重遊意願。本研究運用推力與拉力旅遊動機理論來探討遊客的推力動機，找出台灣赴日旅遊的內在誘因為何，也透過拉力動機來分析日本吸引台灣旅客的特點。此外，藉由與滿意度以及重遊意願的連結，獲得更多有助於未來開發日本旅遊市場的行銷策略。 本研究的研究方法採用問卷調查方式取得有效問卷共 349 份，並使用SPSS 12.0版及AMOS 7.0進行資料統計分析。台灣遊客前往日本旅遊的推力動機有「讓我增廣見聞」、「讓我擁有愉快心情」、「讓我放鬆身心讓身體休息」、「讓我暫時離開平時工作環境」與「透過這次旅遊讓我體驗異國生活」五個因素，日本對台灣遊客的拉力動機則為「重視在日本的購物商品選擇多樣」、「希望能夠體驗其他自然資源」、「考量可以拜訪歷史遺跡和文化遺產」與「重視當地旅館等級與現代化的設備」與「重視當地擁有多樣化的餐館選擇」五個因素。旅遊滿意度也有「日本整體旅遊環境是乾淨整潔、衛生的」、「日本餐廳服務人員具有良好服務態度」與「日本旅館有提供舒適清潔的住宿環境」三個因素。 研究結果顯示推力動機與拉力動機、旅遊滿意度與重遊意願之間也都有顯著的正向影響。另外推力動機會透過旅遊滿意度來顯著影響重遊意願。拉力旅遊動機則沒有中介效果。

關鍵字

旅遊滿意度 ； 推拉力旅遊動機 ； 重遊意願

並列摘要

The primary objectives of this study were to investigate the relationships among travel motivation, satisfaction and revisit intention of Taiwanese travelers by group package tours to Japan. The theory of push and pull motivation was applied in this study. From push motivation, it was able to discover the internal inducements of travelers and analyze the attributions in Japan by pull motivation. In addition, more useful information and marketing strategies for the future development were contributed from the results of the relationships among variables.
This study utilized a survey method with 349 eligible responses. SPSS 12.0 and AMOS 7.0 were conducted as the statistical analysis tool.
The results indicated that the significant differences found in motivations to travel to Japan. Secondly, push motivation and pull motivation both have significantly positive effects on travel satisfaction; travel satisfaction significantly affected revisit intention. Moreover, push motivation significantly affects revisit intention via travel satisfaction. Pull travel motivation do not play the role of mediator in the model.

並列關鍵字

Satisfaction ； Push and Pull motivation ； Revisit intention

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