遊客旅遊動機、行前期望與滿意度分析－以后豐鐵馬道為例

A Case Study of Travel Motivation, Expectation and Satisfaction of Ho-fon Bikeway Visitors

張峻嘉(Chun-Chia Arthur) ； 陳文亮(Wen-Liang Chen)

《Asian Journal of Management and Humanity Sciences》 4卷1期 (2009/03) Pp. 28-49

https://doi.org/10.6413/AJMHS.200903.0028

摘要

本研究是以I.P.A.(Importance-Performance Analysis)分析法探討后豐鐵馬道遊客的行前期望、動機與滿意度，並提出需要加強改善的項目。研究結果發現，首先，遊客年齡以19~24歲、學歷大專院校、居住於中部地區，及自行開車前來遊玩者居多，而獲取資訊方面大多靠親友與網路，同行的大多為朋友同學。其次，旅遊動機以「車道封閉性好、可以安全活動」、「離開都市接近自然」、「車道路線規劃良好」等三項平均數最高。此外，遊客行前期望與動機方面呈現正相關。而且，受訪遊客對后豐鐵馬道的體驗感受，普遍感到滿意，重遊意願高，並樂於向他人推薦后豐鐵馬道。最後，在以I.P.A.分析遊客行前期望與滿意度中，「交通便利性」、「車道規劃完善」、「路線安全」、「沿路風景優美」、「車輛管制」、「自行車出租店家多」是符合遊客期望並滿意的項目，「餐飲供給」、「后里馬場」和「手冊資訊充足」屬於需要盡快改善的三個項目。

關鍵字

旅遊動機 ； 行前期望 ； 滿意度 ； 自行車 ； 重要－表現程度分析法I.P.A.

並列摘要

This research used important-performance analysis (I.P.A.) to investigate the travel motivation and satisfaction of Ho-Fon bikeway area visitors and to analyze the need for future improvements. We find that: First, most respondents are 19-24 year old college students who live in the adjacent area and visit Ho-Fon bikeway area by car. They get information from the Internet and their companions are friends or classmates. Second, the three greatest motivations are: ”The route view is graceful,” ”Relaxation” and ”Engaged in the activity together.” Third, a positive correlation exists between travel motivation and pre-trip expectation. Those tourists who participated in the survey were quite satisfied with the overall presentation and experience of the Ho-Fon bikeway and have a high probability of re-visiting the place again. In addition, the tourists who participated in the survey would also highly recommend this place to others. Finally, by using I.P.A. to analyze visitor's pre-trip expectations and satisfaction, ”Route safety,” ”Sufficient exercise,” ”Control vehicle,” ”Planning route” are in accord with visitors expectations and satisfaction. ”Building restaurants,” ”Ho-Li horse farm” and ”Manual's contents” are the three items that most need to be improved.

並列關鍵字

motivation ； expectation ； satisfaction ； bicycle ； importance-performance analysis