- 學位論文
旅遊台電發電廠動機、滿意度及其對企業形象之影響研究
Tourists' Motivation, Satisfaction and Corporate Image–A Study of Taipower's Strategy to Open It's Power Plants for Public Visit
摘要
自2003 年台電公司實施開放電廠觀光政策，以加強外部溝通並提昇企業形象。近年來，由於休閒旅遊產業快速發展，各縣市政府亦積極將台電開放電廠觀光之景點，納入地方整體發展觀光策略中。本研究利用因素分析來瞭解參與旅遊台電發電廠遊客之動機，並探討動機與旅遊滿意度、旅遊滿意度與企業形象是否顯著相關？至旅遊動機與滿意度受遊客社經背景及旅遊特性之影響，亦是本研究之重點。研究結果顯示：（1）因素分析萃取四個動機構面，其中以「自我學習」為旅遊活動之最大核心所在；（2）單因子變異數分析指出，旅遊動機與滿意度受遊客社經背景及旅遊特性之影響；（3）相關分析顯示，旅遊動機與旅遊滿意度、旅遊滿意度與企業形象顯著相關。
並列摘要
Since 2003, Taiwan Power Company has implemented the policy of opening power plant facilities for public visit with an intention to enhance its corporate image. With rapid development of leisure and tourism industries in Taiwan, visit to power plants is integrated into the overall local tourism strategy by the city and county governments. The purpose of this study is to explore the effectiveness of Taipower’s strategy to enhance its corporate image by offering free admission to visit its power plants. A total of 386 questionnaires were collected for analysis. The results show that : (a) "self-learning" is the core tourist’s motivation visiting power plants; (b) One-way analysis of variance indicated that tourist’s motivation and satisfaction are affected by their socio-economic background; (c) The correlation analysis showed that tourists’ motivation and satisfaction are significantly correlated, which in turn positively related to Taipower’s corporate image.