鄉村社區旅遊之遊客旅遊動機、遊憩體驗滿意度與重遊意願之研究-以銅鑼鄉客家產業為例

Motivation, Experience Satisfaction, and Revisit Intention of Tourists toward Rural Community Tourism-A Case Study Of Hakka Industry in Tongluo Township

周侑雯(Yu-Wen Chou)

指導教授 ： 顏才博 ； 張文宜

國立屏東科技大學/國際學院/熱帶農業暨國際合作系/碩士(2014年)

https://doi.org/10.6346/NPUST.2014.00149

摘要

臺灣產業型態的改變，造成鄉村地區人口大量外流及資源銳減，地方既有的文化特色、景觀風貌亦漸喪失，形成發展相對落後現象。政府為協助鄉村地區發展，將鄉村再生列為重要施政。銅鑼鄉係客家人口比例近九成的鄉鎮，其經濟結構正處於發展觀光產業的階段。本研究旨在探討銅鑼鄉地方產業區之遊客基本屬性、旅遊動機、遊憩體驗滿意度與重遊意願之相關性，以瞭解鄉村社區吸引遊客之特色及影響遊客旅遊滿意度之因素。
本研究採問卷調查方式，共發放400份問卷，探討鄉村社區旅遊遊客旅遊動機與遊憩體驗滿意度。研究分析結果顯示，遊客以女性、青年、中部地區者居多，且遊客社經背景、旅遊特性對旅遊動機、遊憩體驗滿意度與重遊意願具有顯著影響，旅遊動機亦與遊憩體驗滿意度有顯著相關，其中又以身心放鬆相關性最高。由此可知藉由鄉村旅遊提供紓壓效果將有助於提高遊客重遊率。研究中也發現，交通為遊憩品質的影響因子，故建議相關單位提供觀光旅遊巴士，減少遊客在遊程中的交通顧慮；同時也可結合當地文化產業資源，以提升遊客的自我充實旅遊動機。

關鍵字

鄉村社區 ； 旅遊動機 ； 滿意度 ； 重遊意願 ； 客家

並列摘要

Nowadays, the rural of Taiwan faces multiple economic, environmental and social problems. To tackle the issues, the government developed several approaches and activities that aim to improve the welfare and livelihoods of people living in rural areas. Tongluo Township is a Hakka village where ninety percent of its population is Hakka. Now it is developing tourism industry based on the local Hakka industry. This study, therefore, investigated the tourists’ characteristics, motivation, satisfaction and loyalty toward Tongluo Hakka tours. The purpose is to understand the features appeal to tourists and the factors of tourists’ satisfaction and loyalty. And the results showed that variance of the tourist characteristics could induce diverse motivation, experience, satisfactory, and loyalty.
Using a questionnaire survey, primary data were collected from 400 sampled visitors in the targeted area. Through statistical analyses, including reliability analysis, t-test, one-way ANOVA, correlation analysis, and linear regression we determined the relationship between the variables. There are significant social-demographic differences in tourists’ motivation, experience satisfaction, and loyalty. Significant correlation between motivation, experience satisfaction, and loyalty was also found. Moreover, the relaxation motivation showed a relatively high effect on experience satisfaction.
According to the findings, some suggestions are proposed as follows:
1. The local government may provide tourist shuttles to improve the tourists’ satisfaction.
2. Combine cultural resources and local industries to enhance tourist motivation for self-fulfillment.

並列關鍵字

rural community ； tourist motivation ； satisfaction ； revisit intention ； Hakka

參考文獻

附錄一 調查問卷 82

第六節 旅遊動機、滿意度與重遊意願之關係 26

第五節 旅遊動機、遊憩體驗滿意度與重遊意願之相關性分析 65

摘要 I

Abstract Ⅱ 謝誌 Ⅳ