遊客的旅遊動機、滿意度與遊後行為意向之研究－以南投縣水里鄉車埕地區為例

NHUIR > College of Management > Department of Cultural & Creative Enterprise Management > Disserations and Theses(Cultural & Creative Enterprise Management) > Item 987654321/27929

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Title:	遊客的旅遊動機、滿意度與遊後行為意向之研究－以南投縣水里鄉車埕地區為例
Other Titles:	A Study on Tourist Motives, Satisfaction and Post-Travel Behavioral Intentions--A Case Study of Chezhan Area, Shuili Township, Nantou County
Authors:	呂佳潔 LU, CHIA-CHIEH
Contributors:	文化創意事業管理學系陳寶媛 CHEN, PAO-YUAN
Keywords:	獨立樣本t檢定;單因子變異數分析;迴歸分析;旅遊動機;滿意度 Independent-Sample t Test;One-Way ANOVA;Regression Analysis;Travel Motivation;Satisfaction
Date:	2019
Issue Date:	2022-02-11 15:17:08 (UTC+8)
Abstract:	本研究以南投縣水里鄉車埕地區為研究標的，以到車埕地區遊玩的遊客為研究對象，透過非隨機抽樣的便利抽樣進行問卷調查，利用描述性統計、獨立樣本t檢定、單因子變異數分析、迴歸分析等方法對彙整好的問卷進行分析，最後根據研究結果提出具體建議，讓車埕地區之營運單位未來在擬定行銷策略時可做為參考。　　研究發現：受訪遊客以女性居多；年齡層則多數分布在31歲到40歲；就職業變項而言，以軍公教人員居多;已婚者或未婚者差距不大；多數受訪遊客平均收入超過3.5萬；具大專院校學歷者所佔比例最高；居住在台灣南部的遊客比例最高；多數遊客為首次到訪；與家人親屬同遊者居多；同行伴侶人數大多為3~5人；使用的交通工具則以自家轎車為主，顯示遊客大部分都自行開車前往；停留時間大部分為2小時以內。　　受訪遊客中，性別與婚姻狀況對旅遊動機之放鬆需求呈現顯著差異，其中男性之需求高於女性、已婚者高於未婚者。而首次造訪遊客其旅遊動機之刺激需求顯著高於造訪四次以上之遊客；學生其旅遊動機之人際關係、自我實現需求顯著高於軍公教；研究所以上之遊客其旅遊動機之人際關係、自尊與自我發展、自我實現需求顯著高於高中職以下及大專院校之遊客。年齡在20歲以下遊客及教育程度高中職以下之遊客，其旅遊滿意度構面之環境規畫、服務設施、文化教育的滿意度較高；收入超過3.5萬之遊客其旅遊滿意度構面之環境規劃與服務設施上的要求顯著高於低收入之遊客；學生對旅遊滿意度構面之環境規畫、服務設施、文化教育的滿意度顯著高於軍公教人員。　　迴歸分析發現：到車埕旅遊的動機與到車埕旅遊後的滿意度對行為意向具有正向影響，且以滿意度的影響較大。　　The target of this research is Chezhan Area, Shuili Township, Nantou County. Our questionnaire is implemented on the tourists of this area. The result is analyzed using descriptive statistics, t test, One-Way ANOVA, and regression analysis. Finally, we propose a suggestion based on the conclusion as a reference for marketing strategy of Chezhan area.　　Our research shows: Most of the interviewed tourists are female. Their age are mostly distributed between 31 and 40 years old. In terms of job occupation, most of them are public officials. The number of married or unmarried is not much different. Most of the interviewed tourists have an average income of more than 35,000. The highest proportion of education level is college. The proportion of tourists living in southern Taiwan is the highest. Most tourists visit here for the first time. Most tourists come with friends or family members. The number of companions is mostly 3 to 5. The vehicles used are mainly sedans, indicating that most of the tourists drive by themselves. Most of the stay time is less than 2 hours.　　Among the interviewed tourists, gender and marital status show significant differences in the relaxation demand in their motivation to travel. The demand of men is higher than that of women, and the demand of married people is higher than that of unmarried people. The excitement demand in their motivation to travel of first time visitors is significantly higher than that of those who visited more than four times. Students' demand for interpersonal relationships and self-realization needs in their motivation to travel is significantly higher than that of public officials. Visitors with a masters degree or above have a higher demand for interpersonal relationships, self-esteem and self-development needs, and self-fulfilling needs in their motivation to travel than those who are college level or below. For environmental planning, service facilities and cultural education in the tourism satisfaction check, tourists under the age of 20 and with education level below high school have higher satisfaction, and students have significantly higher satisfaction than that of the public officials, visitors with an average income of more than 35,000 have significantly higher demand for them than those with less income. Through regression analysis, it is found that ＂motivation to travel in the Chezhan area＂ and ＂satisfaction after traveling to Chezhan area＂ have a positive impact on the behavior intentions, and satisfaction has a greater impact on it.
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