台灣中部溫泉區遊客重遊意願之研究

A Study of Visitors’ Willingness of Revisit to the Hot Spring Area of Central Taiwan

於忠苓(Wu Zhong Ling)

指導教授 ： 鄭健雄

亞洲大學/管理學院/經營管理學系碩士班/碩士(2003年)

摘要

實行週休二日以來，生活水準不斷提高，國人從事觀光旅遊的比例已相當高，且逐漸蔚為風尚，每逢週末或假期，各風景名勝地區遊客如織，到處一片人潮，台灣擁有豐富溫泉天然資源，溫泉的分布集中於山谷之中，遊客在享受溫泉的同時，還可以欣賞大自然的美景，發展溫泉遊憩觀光已成為政府與民間溫泉區經營業者重視之課題。遊客對於休閒旅遊品質的重視程度逐漸提高，如何吸引遊客的目光，瞭解遊客所重視的屬性以及體驗後的感受，找出遊客特性、遊客滿意度、忠誠度與重遊意願之間的關係，以提高遊客忠誠度與重遊意願。
本研究資料以谷關溫泉區、東埔溫泉區及蘆山溫泉區遊客為調查範圍，回收有效問卷為251份，採用探索性因素分析、單因子獨立樣本變異數分析、獨立樣本t考驗、卡方獨立性檢定以及積差相關分析等方法，分析結果如下：
1.251 位受訪遊客中，有40 位遊客不願意重遊，不願意重遊的原因，有14位遊客認為對整體景觀不滿意，佔總樣本的35 %，有13 位遊客是因為對環境設施不佳而不願重遊，佔總樣本的32.5 %，另外有6 位遊客認為交通不便的原因，佔總樣本的15 %。
2.旅遊類型、居住地、家庭平均月收入對遊客滿意度有顯著差異。
3.性別、旅遊類型、交通工具對遊客忠誠度有顯著差異。
4.職業、交通工具與重遊意願有顯著差異。
5.遊客滿意度與遊客忠誠度皆呈中等程度正相關，且達顯著水準。
6.忠誠度構面中的行為忠誠以及態度忠誠對重遊意願皆有顯著差異。
7.滿意度構面的旅館水準、溫泉品質、接近自然、交通便利、媒體接觸及環境印象等六個因素與重遊意願皆有顯著差異。

關鍵字

遊客滿意度 ； 忠誠度 ； 重遊意願 ； 溫泉區

並列摘要

Since days off on weekends was brought into force, the standard of living has constantly been elevated, the scale of the Taiwanese taking up tourism has been quite enlarged too, it also has gradually become the fashion of the time. Whenever weekends or holidays arrive, each and every scenic spot and tourist resort is filled with visitors, with streams of people crowding all over. Taiwan possesses a rich natural resource of hot spring, the distribution of hot spring is concentrated in the mountain valleys, when tourists enjoy the hot spring they can also appreciate the fine views of nature at the same time. Developing the tourism of hot spring has become the challenge to be dealt with by the government and those who run the business. The tourists gradually increase the degree of leisure time and travel with regard to their quality that they stress; how to attract the attention of tourists, to understand the nature that they emphasize and the feelings after they experience it, and to find the relation of the property of tourists, of the degree of their satisfaction, of the degree of fidelity, and of the willingness of revisiting is a must to enhance the degree of their fidelity and the willingness of revisiting.
251 questionnaires from central Taiwan were used in this syudy. The study methods are exploratory factor analysis, one-way ANOVA, Chi-square test,independent samples t-test, and pearson’s correlation.The findings were as follows:
1.Among 251 tourists interviewed, 40 of them do not want to come back to visit again. There are reasons for that. 14 out of 40 tourists expressing no intention of coming back think that entire scenery is not attractive enough. It accounts for 35 per cent of total sampling. Another group of 13 tourists do not want to visit again because of poor designed surrounding facilities. It accounts for 32.5 per cent. Other 6 tourists, 15 per cent of total sampling, think that inconvenient transportation is the reason why they have no intention of visiting again.
2.Tourist’s satisfaction is apparently different among travel forms, residence distributions, and average monthly income of a household.
3.Gender, travel forms, and transportations make a clear difference to tourist’s loyalty.
4.Occupations, transport means, and willingness of revisiting are evidently different.
5.Both tourist’s satisfaction and loyalty are positively related to a medium degree, and the relationship between them reaches certain level of creditability.
6.Behavioral loyalty and attitudinal loyalty are obviously differentiate from willingness of revisiting.
7.Hotel standards, spa quality, access to nature, transport convenience, media accessibility, and environmental impression are six factors, which obviously differentiate from willingness of revisiting.

並列關鍵字

Visitors’Satisfaction ； Loyalty ； Willingness of Revisiting ； Hot Spring Area

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