遊客旅遊動機、旅遊期望與滿意度之研究－以台北動物園為例

本研究是以典型相關分析（Canonical Analysis）探討台比動物園遊客的動機、旅遊期望與滿意度，並提出需要加強改善的項目。研究結果發現：（1）不同特性之遊客在動機、期望及滿意度會有顯著差異。（2）旅遊動機主要是為了和朋友或家人相處以增進情感。（3）遊客到動物園旅遊的滿意度高，重遊意願也高，遊客會主動宣傳動物園的優點與推薦給親友。（4）期望與滿意度之間有很高的相關性，且皆呈正相關，表示期望愈高，滿意度也會愈高。（5）旅遊動機與期望；動機與滿意度呈正相關。即旅遊動機愈強烈，則期望會愈高，滿意度也會愈滿意。（6）遊客之滿意度與重遊意願有顯著性，顯示滿意度會影響重遊意願。

關鍵字

臺北市立動物園；旅遊動機；旅遊期望；滿意度；重遊意願

並列摘要

This research used Canonical Analysis to investigate the travel motivation and satisfaction of Taipei Zoo visitors and to analyze the need for future improvements. We find that: (1) The different characteristics of the tourists in motivation, expectations and satisfaction will be significantly different. (2) Travel motivation is mainly to get along with friends or family members to enhance emotion. (3) Visitors to the zoo to travel satisfaction is high, re-visit will also high, the zoo will take the initiative to publicize the benefits and recommend to friends and relatives. (4) Expectations and satisfaction, a high correlation between, and were highly correlated, indicating that the higher the expectations, satisfaction will be higher. (5) Tourism motivation and expectation; motivation and satisfaction were positively correlated. That is, the more intense tourist motivation, the expectations will be higher, satisfaction will be more satisfied. (6) The satisfaction of tourists and re-visit will have significant, indicating satisfaction will affect the willingness to re-visit.