本研究旨在探討觀光客來澎湖參與島嶼遊程的體驗價值、滿意度以及重遊意願之關係。研究工具採用封閉式問卷,共分爲體驗價值、滿意度、重遊意願以及人口統計變項四部分。問卷發放日期爲2009年6月20號至同年8月29號,地點爲澎湖縣七美嶼以及吉貝嶼,研究對象爲登島遊玩之遊客。依據研究目的與假設,本研究以結構方程模式進行資料分析與研究假設之驗證,結果發現:1.島嶼遊客的體驗價值對於旅遊滿意度具有顯著正向的影響存在;2.島嶼遊客的旅遊滿意度對於重遊意願具有顯著正向的影響存在。由研究結果得知,島嶼遊客在遊玩之後所產生的體驗價值會影響旅遊的滿意度,進而影響重遊意願。本研究所建構的結構模型,期望對澎湖旅遊業者以及政府相關單位在發展島嶼觀光上能有所幫助,進而對澎湖觀光產業有所助益。
The purpose of research was to discuss the relationships among experiential value, travel satisfaction and revisiting willingness of tourists who participated in island tourism in Penghu. Close-ended questionnaire was utilized in this research. Four parts were divided into the questionnaire, experiential value, satisfaction, revisiting willingness and demographic variables. The date of questionnaire conducting was from Jun.20, 2009 to Aug.29, 2009. The investigative locations are Ji-Bai and Cei-Mei islands, Penghu County. The research samples were tourists who took a trip to one of the two islands. Structural equation modeling (SEM) was used to analyze data and verify the hypotheses. The results are: 1. experiential value of tourists who participated in island tourism had significant relationship with travel satisfaction. 2. Travel satisfaction of tourists who participated in island tourism had significant relationship with revisiting willingness. Hence, experiential value of Tourists who participated in island tourism influenced travel satisfaction, and then influenced revisiting willingness. Researchers hope the model that has help for Penghu tourism operators and government administrations developing island tourism and whole tourism industries even more.