運用SEM模式探討遊客滿意度－以花蓮縣為例

Applying SEM Model to Study Tourist Satisfaction-An Empirical Study of Hualien County

池文海(Wen-Hai Chih) ； 林憬(Jing Lin)

《觀光研究學報》 10卷2期 (2004/05) Pp. 35-53

https://doi.org/10.6267/JTLS.2004.10(2)3

摘要

本研究應用SEM 模型並以AMOS 4.0電腦軟體，分析影響花蓮遊客遊憩之動機、行前決策考量重要因素、及實際體驗滿意度的因素後，得知在影響花蓮遊客遊憩之動機因素中，是以「慕名嚮往及獲取新體驗」，在行前決策所考量的因素中以「個人適宜評估階段」、而在實際體驗滿意度的因素中，以「活動設施環境」此三項變項是最重要具正向影響，表示遊客會因為花蓮的名氣夠響亮且想要獲得不同的體驗而前來，且遊客在參加活動前較會考慮個人的能力及合適度，遊客對「活動設施環境」認知愈佳時會提高遊憩滿意度。本研究結果可提供政府及業者參考，使其未來在規劃行程及活動上應從旅遊動機開始瞭解遊客真正的需求，以提升花蓮遊客的滿意度。

關鍵字

旅遊動機 ； 行前決策 ； 實際體驗滿意度 ； 結構方程式模式

並列摘要

This research applies Structural Equation Model (SEM) model to analyze the factors of affecting tourists' recreation motivation, pre-tour decisive important factor, and actually experienced experience. The most important item for each factor of these three factors are notability hanker, appraise phase of personal fitting, and activity facility environment, respectively. These three items are positively affecting their related factor, The results of this research indicate that tourists want to have different experience just because of the Hualien's notability, tourists will consider their financial/physical ability and appropriateness before they come to Hualien, and their recreation satisfaction will be raised if they have better recognition about activity facility environment. The findings of this research can help the government and tourist business industries to realize the needs and requirements of tourists and make better planning of program and activity for tourists to improve tourists' satisfaction of Hualien.

並列關鍵字

Motivational ； Decisive factor ； Recreational Satisfaction ； Structural Equation Model

參考文獻

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