過去在旅遊動機、旅遊意象及滿意度三者變數中,學者多著墨於旅遊動機對滿意度或旅遊意象對滿意度研究,鮮少探討旅遊動機和旅遊意象之研究;地點方面,多以國內觀光景點為主,探討離島地區之研究則相對較少。金門地區過去肩負著重要的戰略地位,曾與大陸發生數次戰役,因此,對於大陸民眾而言有深刻的戰地印象。近年,隨著兩岸關係緩和,政策不斷鬆綁,政府擴大小三通與直航政策,透過金門地區往返兩岸或觀光的人數大量攀升。有鑒於此,本文擬從大陸民眾之觀點,探討金門地區旅遊動機、旅遊意象及滿意度之研究。 本文以大陸民眾為研究對象,取得問卷為388份。採用SPSS統計軟體進行資料分析,透過描述性統計、信效度分析、因素分析、相關分析及迴歸分析驗證研究結果與假說。研究結果發現:1.旅遊動機對於滿意度有顯著性且呈正向影響效果,其中,以刺激動機構面對滿意度影響最大。2.旅遊意象對於滿意度有顯著性且呈正向影響效果,其中,以異地氣氛意象構面對滿意度影響最大。3.旅遊動機對於旅遊意象有顯著性且呈正向影響效果,其中,刺激動機構面對旅遊意象之吸引力意象及異地氣氛意象構面影響最大,而放鬆與實現動機對旅遊意象之舒適度意象構面影響最大。整體而言,本文研究結果可提供金門地區觀光當局於管理上重要之策略意涵。
The purpose of this research is to investigate the tourism motivation, image and satisfaction of the people of China who come the kinmen for traveling, and to analyze the attributes of Kinmen service facilities for future improvement and the factors to the satisfaction. A structured questionnaire was designed to collect the empirical data from the China visitors and a total number of 388 valid samples were obtained. The data was analyzed by using descriptive analysis, reliability analysis, validity analysis, factor analysis, Pearson correlation, and multiple regression. The results are as follows. 1.Tourism motivation has obvious positive effect on satisfaction; Therefore, the higher the tourism motivation, the higher the satisfaction. 2.Image has significant positive effect on satisfaction; Therefore, the higher the image, the higher the satisfaction. 3.Tourism motivation has obvious positive effect on image; Therefore, the higher the tourism motivation, the higher the image.