澄清湖風景區遊客旅遊動機、滿意度與忠誠度之關聯性研究

自政府實施週休二日，提昇了民眾旅遊意願，帶動國人國民旅遊新風氣。根據觀光局國人旅遊狀況調查，台灣南部是國內旅遊首選，「高雄縣市」為南台灣相當重要的觀光遊憩區。澄清湖早年為國民旅遊之重要景點，隨著圈內遊憩消費習性轉變，全國大小遊憩區林立，該區並未適時改善跟進，以致遊客數逐年下滑。本研究對澄清湖風景區，主要目的在探討前往該區遊客之旅遊動機、滿意度與忠誠度，研究其潛在功能性。問卷有效樣本460份。資料分析方法以描述性統計分析、信度分析、獨立樣本t檢定、單因子變異數分析及迴歸分析進行分析，研究發現遊客旅遊動機以「身心情感動機」構面最具影響力；整體滿意度以「對園區遊程步道動線與景觀」滿意度最高，「門票價格合理」大家較不滿意；大多數遊客表示願意再度到訪及介紹其他人來澄清湖風景區。

關鍵字

旅遊動機；滿意度；忠誠度

並列摘要

The policy of two days off per week plays an important role for increasing people's willingness of traveling in Taiwan. According to a survey of travel, tourism in Taiwan reported by Taiwan Tourism Bureau, indicating that the Kaohsiung city is recognized as a noteworthy tourism attraction in southern Taiwan for tourists. The Cheng Ching Lake is commonly known as a famous public park for various recreation activities. With the alteration in consumption habits of tourists has increased the number of the recreation and tourism industries in Taiwan. However, tourism related providers did not improve the quality of their service in achieving customers' expectation. This may decrease the willingness of tourists to visit these tourism attractions. The present study aims to investigate tourists's motivations, satisfaction and destination loyalty associated with their experience of visiting the Cheng Ching Lake. Descriptive analysis, reliability analysis, t test, ANOVA and regression analysis have been employed for data analysis in this study. The finding of the study has suggested that the physical and psychological related motivations are the most influential dimensions in affecting tourists' behaviors. The finding also has shown that the park trails and landscape lines in the park were ranked by respondents as the highest factor of importance in relating to their satisfaction. Most tourists indicated that they are likely to say the positive words about the the Cheng Ching Lake and to revisit the lake for their future holiday.

並列關鍵字

Tourism Motivation ； Satisfaction ； Loyalty

國際替代計量

澄清湖風景區遊客旅遊動機、滿意度與忠誠度之關聯性研究

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