來台旅客對台灣的觀光意象、遊客滿意度與重遊意願之研究

A Study on Sightseeing Preference, Tourist Satisfaction, Revisiting Willingness of Tourists In Taiwan

林慧雯(Hui Wen Lin)

指導教授 ： 陳瀅世

亞洲大學/管理學院/國際企業學系碩士班/碩士(2006年)

摘要

本研究將調查來台旅客，對台灣觀光意象與在台期間所體驗、感受到導遊或工作人員服務、住宿服務品質、設備…等實際體驗後的評價。是否影響其回國後會推薦朋友、或重遊意願。研究結果提供給觀光產業經營者、或相關主管單位作為提升觀光服務品質，與塑造觀光意象的參考依據。問卷設計內容主要分為「遊客消費行為」、「旅客屬性」、「遊客滿意度」、「觀光意象」、「重遊意願」等部份。本問卷以便利抽樣方式進行問卷調查，回收有效問卷共153份，進行資料的分析與檢定，使用的統計方法有敘述性統計分析、因素分析、信度分析、單因子變異數分析、獨立樣本T檢定、卡方檢定、相關檢定。研究結果歸納如下：
一、來台旅客對於台灣導遊暨服務人員的服務評價上，對導遊的語言溝通能力最為滿意；在資源與設備品質方面則次台灣歷史文物方面、民俗活動有高度的滿意評價。
二、來台旅客次旅遊經驗去過的地方相比較下，主要認為台灣的治安良好，是旅遊安全的地方；其次為台灣菜餚美味、新奇、有特色。
三、旅客對來台觀光重遊意願極高，考慮再度到台灣旅遊；且回國後也推薦意願且極高。
四、來台觀光客最主要的觀光客為日本，呈現過半比例。此結果與觀光局公告之資料相符，以及東南亞或其他例如：新加坡、香港、馬來西亞…等地為主。

關鍵字

遊客滿意度 ； 觀光意象 ； 重遊意願

並列摘要

This study will investigate the actual appraisal of tourists in Taiwan, their sightseeing preference, their experience during their stay in Taiwan, their perception of tourist guide or other staff’s service, accommodation service quality, facilities etc. based on their actual experience. In addition, this study also tries to find out whether these tourists will recommend to friends and their own revisiting willingness. Research results of this study will be provided to sightseeing industry operators or related supervising agencies as their reference for improving sightseeing service quality, and building sightseeing preference. The questionnaire in this study includes “tourists consumption behavior”, “tourists nature”, “tourists satisfaction”, “sightseeing preference”, and “revisiting willingness” etc. Convenience sampling method is used to carry out questionnaire survey, with 153 valid questionnaires being returned. After that, data are analyzed and examined based on descriptive statistics analysis, factor analysis, reliability analysis, one-way ANOVA, independent sample t-test, chi-square test, and correlation test. The following conclusions are reached:
I. Tourists coming to Taiwan are the most satisfied with tourist guides’ language communication ability in terms of their appraisal towards Taiwan tourists guides and other service providers. In terms of resources and facilities quality, they are highly satisfied with historical relics of Taiwan and folk activities.
II. Comparing with other places that these tourists have visited before, they mainly consider Taiwan as a place with good public security and secondly, they regard Taiwan cuisine as tasty, novel and special.
III. Tourists have a really high wiliness to revisit Taiwan, and consider coming to Taiwan again in the future, and they also have a strong willingness to recommend to others.
IV. Most tourists in Taiwan are Japanese, with more than half of the whole population. The result conforms to data published by the Tourism Bureau. The left are mainly from Southeast Asia such as Singapore, Hong Kong, Malaysia and etc.

並列關鍵字

Tourist satisfaction ； Sightseeing Preference ； Revisiting Willingness

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