高雄市壽山動物園遊客重遊意願之探討

葉柏佑

doi:10.6343/ISU.2014.00417

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高雄市壽山動物園遊客重遊意願之探討

The Research on Visitors Revisiting Willingness of Kaohsiung Shoushan Zoo.

葉柏佑 , Masters　　Advisor：梁鐿徽　　

繁體中文 DOI： 10.6343/ISU.2014.00417

顧客知覺價值；滿意度；重遊意願； Customer Perceived Value ； Satisfaction ； Willingness to Revisit

Abstract │ Reference (133) │ Altmetrics

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The study aims to understand and explore customer’s perceived value, satisfaction and willingness to revisit for Kaohsiung Zoo as well as the relationship among the three. By randomly sampling 298 visitors in Kaohsiung Shoushan Zoo, the study uses modified perceived value scale, satisfaction scale and willingness to revisit scale as measurement tools. With statistics methods, such as statistics description, reliability analysis, factor analysis, t-test, one way ANOVA, Pearson related and stepwise regression, the study analyzes the results and find:
    (1) Visitors of Kaohsiung Shoushan Zoo felt good in terms of customer perceived value, satisfaction and willingness to revisit. 
(2) It is statistically significant for tourists with different age and different level of education in terms of customer perceived value. 
(3) It is statistically significant for tourists with different monthly income, marital status, age, sex, level of education and occupation in terms of customer satisfaction. 
(4) Customer perceived value has significant impact on visitors’ satisfaction and willingness to revisit; in return, customer satisfaction has significant impact on their willingness to revisit.
In line with the results, the study proposals that Kaohsiung Zoo operators improve visitors’ overall value and satisfaction and therefore enhance their willingness to revisit by strengthening and improving parks service and landscape maintenance, enhancing staff education and training, and combining other travel packages.

Reference ( 133 ) 〈TOP〉

何宇靜、潘珏汝、林宜臻、古敏蓉、王玟婕、劉耀中（2012）。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。休閒運動健康評論，第3卷第2期， 78-102。
連結：
李君如、陳俞伶（2009）。觀光吸引力、服務品質、知覺價值、顧客滿意度及忠誠度關係之研究～以白蘭氏觀光工廠為例。顧客滿意學刊，第5卷第1期，頁93-119。
連結：
李家偉（2009）。新竹市十七公里海岸風景區遊客滿意度與重遊意願之研究。中華大學營建管理研究所碩士論文，新竹。
連結：
邦卡兒．海放南、趙家民、鍾宜璋、黃亮穎(2011)
連結：
周秀蓉（2008）。遊憩吸引力和遊憩體驗對顧客滿意度及重遊意願之影響－以六福村主題樂園為例。明新學報， 34卷2期， 267-288。
連結：

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