摘要 學號:N10150036 總頁數:150頁 論文名稱:遊客旅遊動機、知覺價值、滿意度與重遊意願之研究-以花蓮 觀光糖廠日式木屋旅館住宿體驗為例 學校名稱:國立屏東科技大學 系(所)別:農企業管理系 畢業時間及摘要別:102學年度第2學期碩士學位論文摘要 研究生:許玉純 指導教授:鄭秋桂 博士 論文摘要內容: 臺糖公司花蓮觀光糖廠廠轉型發展休閒產業,獨樹一格,是以日式木屋旅館為主要發展特色。本研究旨在瞭解日式木屋旅館遊客人口背景特徵對於旅遊動機、知覺價值、滿意度與重遊意願上的認知,並探討遊客的旅遊動機、知覺價值、滿意度與重遊意願間是否有互相影響之關係。 本研究依研究動機與目的,以來到日式木屋旅館住宿體驗之遊客為受訪對象,並依文獻探討設計問卷後,以便利抽樣的方式來進行問卷之調查,針對回收之387份有效問卷以SPSS17.0統計分析軟體進行資料分析。結果顯示:旅遊動機對知覺價值、滿意度與重遊意願具有顯著正向影響關係;旅遊動機與知覺價值對滿意度均具有顯著正向影響關係;此外,知覺價值與滿意度對重遊意願具有顯著正向影響關係。其中,又以旅遊動機影響重遊意願的效果最大。 本研究根據研究之結果,對業者提出相關建議:應針對遊客之特性,擬定有效之行銷策略,做好市場區隔;此外,要提高遊客重遊意願創造最終的消費行為,則必須先重視旅遊動機、知覺價值及滿意度等因素。 關鍵字:旅遊動機、知覺價值、滿意度、重遊意願
Abstract Student ID: N10150036 Total page:150 Title of thesis: The Study of Travel Motivation, Perceived Value, Satisfaction and Revisiting Willingness-An Example of Lodging Experience in Hualien Tourism Sugar Refinery Japanese Hotel Name of Institute: Department of Agribusiness Management, National PingTung University of Science and Technology Graduate date: June, 2014 Degree Conferred: Master Name of student: Hsu,Yu-Chun Adviser: Dr. Cheng, Chiu-Kuei The contents of abstract in this thesis: The refinery of the Taiwan Sugar Corporation in Hualien has been transformed into a one of a kind tourist attraction and Japanese style hotel. The objective of this study was to determine the degree to which the demographic characteristics of guests influence their travel motivation, perceived value, satisfaction, and willingness to visit again and whether interactions exist between these variables. Questionnaires were prepared according to literature review, which was distributed using convenience sampling, resulting in a total of 387 valid. Our results indicate that travel motivation has a significantly positive influence on perceived value, satisfaction, and willingness to visit again, while travel motivation and perceived value both had a significantly positive influence on satisfaction. Perceived value and satisfaction were both shown to have a significantly positive influence on willingness to visit again. Travel motivation had the strongest influence on willingness to visit again. Based the results of our study, we proposed the following suggestions for tour operators. Effective marketing strategies should be formulated according to guest characteristics for market segmentation. In addition, importance should be attached to factors such as travel motivation, perceived value, and satisfaction in order to increase the willingness of guests to visit again. Keywords: Travel Motivation, Perceived Value, Satisfaction, Revisiting Willingness
為了持續優化網站功能與使用者體驗,本網站將Cookies分析技術用於網站營運、分析和個人化服務之目的。
若您繼續瀏覽本網站,即表示您同意本網站使用Cookies。