| 摘要: | 本研究目的主要在探討集集鐵道觀光吸引力、遊客滿意度及行為意向之相互影響關係，研究對象乃針對搭乘集集線火車前來遊玩的旅客，採用便利抽樣方式進行問卷調查，問卷內容包括遊客基本資料與特性、吸引力、行前期望與實際體驗、滿意度及行為意向等五部份，有效問卷為589份。以描述性統計、因素分析、信度分析、單因子變異數分析、皮爾森相關分析、多元迴歸分析及重要－表現程度 (I.P.A) 等統計方法進行實證分析。研究結果顯示：吸引力之因素分析中，以「鐵道體驗」為吸引遊客參與鐵道觀光之主要因素。在單因子變異數分析中，不同社經屬性及旅遊特性的遊客對鐵道觀光之吸引力部份具有顯著差異。再者於皮爾森相關分析中，吸引力對行前期望具有顯著相關，表示當遊客對於吸引力感受程度越高時，遊客對行前期望之程度也就相對越高。另在迴歸分析中得知，吸引力對滿意度與行為意向具有顯著相關，表示當遊客對於吸引力感受程度越高時，遊客在整體滿意度上也就越高，對於遊客後續行為意向也就越明顯；再者實際體驗對滿意度與行為意向具有顯著相關，顯示遊客在實際體驗各因素上之滿意程度越高時，對於集集鐵道觀光之整體滿意度也就越高，而後續影響遊客之行為意向也就越明顯；接者滿意度對行為意向有顯著相關，指遊客對於整體滿意程度越高時，對於集集鐵道觀光之後續行為意向不論在鼓勵親友、重遊意願、個人需求及環境依戀上皆具有正面的影響力。並於 (I.P.A) 分析中發現，「參觀古蹟文物，增廣見聞」為應加強改善的重點。至於遊客在於行為意向的表現上，大都表示願意鼓勵親友前來體驗，並且具有高度的重遊意願。
The purpose of this study discuss the railway sightseeing in Chi-Chi attraction, tourist's satisfaction and the behavior intention, it influences a relation mutually, the research object is the tourist who aims at to take line train in Chi-Chi to come to play, adopt the random sampling method to carry on the questionnaire survey. The questionnaire content includes tourist's basic document and the characteristic, Attraction, expectation and actual experience, satisfaction and expectation etc. five partially, the valid number of questionnaire is 589. These statistical methods applied in this study include: descriptive statistical analysis, descriptive statistical analysis, reliability analysis, one-way ANOVA, Pearson Correlation analysis, multiple regression and using importance-performance analysis (IPA) . The research findings show as following: In the factor analysis of attraction, take ＂the railway experience＂ as to attract the main factor that the tourists participates the railway sightseeing. In the one-way ANOVA analysis, the different characteristic and Traveling characteristic tourists goes sightseeing the attraction to the railway to have reveals the difference. Furthermore to Pearson Correlation analysis, attraction to expect to have to be notable and related before going, indicate when being a tourist a feeling degree for the attraction is more high, tourist for expect before going of degree also opposite more high. Know in the multiple regression, the attraction has to the satisfaction and the behavior intention notable and related , indicate when being tourists feeling degree for the attraction is more high, tourists to the overall satisfaction also more high, to the tourist's follow-up behavior intention also more obvious; Furthermore actual experiences to the degree of satisfaction and behavior intention has reveals the correlation, show tourists at experience personally each overall satisfaction of the Chi-chi railway sightseeing also more high; to the tourist’s behavior intention of the follow-up influence also more obvious; Another experience personally to have to the behavior intention physically notable and related, show tourists at experience personally each factor physically more high up the satisfaction degree. And the satisfaction is notable and related to the behavior intention, point overall satisfaction degree for visitor more high, to railway in Chi-chi make sight-seeing trip a behavior intention be in spite of encouraging friends and relatives after and continuously, revisit, individual demand and the environment linger at all has the positive influence. After tourist's satisfaction of expect before going of more analytical medium, the item which is subjected to tourist's satisfaction most is ＂the nature to make the body and mind to feel happy＂ most, next is ＂ ride bicycle strong and healthy mind and body＂ ; But ＂the railway perimeter guidepost and the illustration sign establishment＂ then tourists to think to be dissatisfied with most. And IPA shows ＂visit the historic site cultural object, broaden general knowledge＂ for should strengthen an improved point. In the behavior intention as for the tourist’s performance, Mostly indicated is willing to encourage the relatives and friends to come to experience, and has the revisiting of height will. |
