本研究目的旨在了解遊客的背景特性、行前決策、體驗滿意度及重遊意願之現況,探討行前決策、體驗滿意度與重遊意願之關聯性。以參與臺北松山新亮點活動之遊客為對象,採問卷調查法,經立意取樣,共獲得有效正式樣本318份。資料分析採描述統計及結構方程模式。研究結果發現:本活動一、以女性遊客參與居多(佔56.9%);年齡以55歲以上者居多(佔25.8%);以「家人」陪同前來為主(佔50.0%);以臺北市市民參與最多數(佔66.7%)。二、行前決策因素以「知覺機會評估」(平均數達4.49)最高;活動之「主題設計」(平均數4.57)最令參與遊客滿意;遊客的重遊意願平均達4.60。三、「行前決策」對「體驗滿意度」有正向影響,「體驗滿意度」對「重遊意願」亦存在正向的影響關係;但「行前決策」影響「重遊意願」的效果沒有得到支持。由於「體驗滿意度」扮演著完全中介的角色,此結果可得知「行前決策」可透過「體驗滿意度」間接影響到「重遊意願」。
Purposes: 1) To understand the background, the considered factors pre-tour decision making, satisfaction, and revisiting willingness of the tourists' of 2013 Songshan New Highlight Festival in Taipei City; 2) To explore the relationships among the considering factors of pre-tour decision-making, satisfaction, and the revisiting willingness. Research Methods: 318 subject were invited by purposive sampling. Data were collected by the questionnaire survey and were analyzed by descriptive statistics and structural equation models. Results: 1) 56.9% tourists were female; 25.8 % tourists were over the age of 55; 50.0% tourists attended the festival with family; and 66.7% tourists were the citizen of Taipei City. 2) The "perceived opportunity assessment" was the prior considered factor of the pre-tour decision making (m=4.49); "the special interest of the festival" was the most satisfied item of tourists' (m=4.57); the value of the tourists’ revisiting willingness averaged 4.60. 3) The considering factors of pre-tour decision making was positive effect upon satisfaction; and the satisfaction was positive effect upon revisiting willingness; however, moderation of the considering factors of pre-tour decision making on revisiting willingness was not supported. It showed the tourists’ revisiting willingness was effected indirectly by the considering factors of pre-tour decision making which was based on the "satisfaction" owing to its intermediary role.