| 摘要: | 本研究主要目的：在於探討阿里山國家風景區旅客感受觀光吸引力、服務品質與滿意度之間的關係。本研究受試對象為阿里山國家風景區的本國旅客，共發放問卷500份,回收有效問卷362份。並以t考驗、單因子變異數分析、典型相關與重要表現程度分析法(IPA)等統計方法進行分析。本研究結果如下所述：1.不同「性別」、「年齡」、「教育程度」、「婚姻」、「家庭收入」、「旅遊同伴」的旅客之觀光吸引力有顯著差異。2.「觀光吸引力」與「服務品質」呈現正面趨勢。3.不同「性別」、「年齡」、「職業」、「教育程度」、「家庭收入」、「交通工具」、「資訊來源」的旅客之服務品質有顯著差異。4.「服務品質」與「滿意度」呈現正面趨勢。5.不同「性別」、「年齡」、「職業」、「教育程度」、「婚姻狀況」、「家庭收入」、「居住地」、「旅遊同伴」、「交通工具」、「資訊來源」的旅客之滿意度有顯著差異。6.「觀光吸引力」與「滿意度」呈現負面趨勢。7.旅客之事前期望與實際體驗,「環境景觀」屬於加強改善重點。
The purposes of this study were to explore the discussion Alishan National Scenic Area tourists to tourism attraction, service quality and traveler satisfaction difference situation. The samples were Alishan National Scenic Area tourists. A total of 500 questionnaires were sent out and 362 effective questionnaires were returned. t-test, one-way ANOVA , canonical correlation, and importance -performance analysis(IPA) were used to analyze the collected data. The findings of this study were as the follows: 1. There were different in sex, age, education, Marital status, family income,Traveling companion in tourist` tourism Attraction. 2. The tourism Attraction and service quality the positive tendency. 3. There were different in sex, occupation age,education, family income,transport, information in tourist` service quality. 4. The service quality and traveler satisfaction the positive tendency. 5. There were different in sex, age, occupation ,ducation, Marital status,family income, live, Traveling companion, transport, information in tourist` Satisfaction. 6. The tourism Attraction and traveler satisfaction the positive tendency. 7. By using IPA to analyze visitor's pre-trip expectation and on-site experience,one attributes of service facilities environment is for future improvement. |
