近來，人們的生活水平提高，對於休閒的需求也日益增加。而台灣擁有豐富的天然景觀資源，深具休閒旅遊之發展潛力，傳統的觀光產業，已經不符合人們的需求，所以不同類型的觀光型態也漸漸推展開來。因此， 本研究以遊客生活型態，旅遊意象、滿意度與忠誠度之關係為研究主題，並以台東地區遊客為實證分析對象，以立意抽樣將問卷發放至台東各民宿旅館之顧客進行調查。 研究結果顯示：(一) 不同生活型態與滿意度有顯著正相關。(二) 旅遊意象與滿意度呈顯著正相關。(三) 滿意度與忠誠度有顯著正相關。(四) 人口統計變數對於生活型態、旅遊意象、滿意度及忠誠度有顯著差異。 In recent years, with the increasing of people's standard of living, travelers’ demands are in a continual rise. Having rich natural landscape resources, Taiwan holds a great leisure tourism development potential. Since the traditional tourism industry is no longer meets people's needs, various alternative tourism industries has been developed and operated. Thus, this study focused on discussing the relationships among the lifestyle of tourists, travel images, and satisfaction by using Taitung tourists as empirical analysis object. The results show that: (A) Satisfaction rate and difference of life styles were obviously had a positive correlation; (B) Tourism image and satisfaction were positively correlated; (C) Customer satisfaction and loyalty had a positive correlation as well. (D) Demographic variables of lifestyle, travel images, satisfaction and loyalty were at great difference.
