北縣鶯歌陶瓷博物館觀光動機與滿意度之研究

本研究主要探討北縣鶯歌陶瓷博物館觀光客的觀光動機和滿意度，並希望提供給主管單位員工改進及努力的方向，增加更多的觀光客進入博物館能促進鶯歌觀光的發展。首先探討鶯歌陶瓷博物館的人文經濟資源，並依觀光動機及滿意度相關理論進行文獻回顧，並針對鶯歌陶瓷博物館的觀光客進行問卷調查，有效問卷爲300份，運用SPSS統計軟體，依觀光客旅遊特性及個人社經背景，進行統計資料分析。重要發現，參訪者以女性爲主、年齡在21-25歲居多、職業以學生及服務業爲主、教育程度以專科大學最多、大部分居住於北部地區、未婚人士居多，到博物館參觀次數以首次參觀最多，與朋友一同參觀比例最高，來博物館的方式大多爲自行開車，同遊人數多爲一至四人，通常從親友獲得博物館相關資訊。在觀光動機與滿意度方面，皆因觀光客不同屬性而有顯著差異。

關鍵字

博物館；觀光動機；滿意度

並列摘要

In order to increase tourist number and tourism development of Yingge Ceramics Museum, the study provides orientations for improvements in service to the museum authority by surveying the touring motivation and satisfaction of tourists to the museum. The survey is conducted by the use of questionnaire to tourists of the museum, and the number of effective samples is 300. Analysis is performed with the use of SPSS, regarding tourism characteristics and personal social economical background of the subjects. The major findings of study show: there are more female visitors than male visitors; the age of visitor is mostly between 21 and 25; occupation of visitors are mostly student and service; education level is mostly of college level; the residential area are mostly in the northern part of Taiwan; most visitors are unmarried; and most visitors are in their first visiting to the museum; the companies of the subjects are mostly friends; the transportation of visitors are mostly automobile; the size of visitor group is mostly 4 peoples; information of the museum is mostly attained from friends or relatives. Statistically significant differences in touring motivation and satisfaction between different categories of visitors, categorized by tourist characteristics, are found.