| 摘要: | 金門地區擁有非常豐富的文化遺產，經過各大小戰役洗禮的金門，留下非常多的軍事堡壘、歷史文物與戰役遺跡。近年來，小三通蓬勃發展，配合航空公司推出各種優惠，更促使台灣地區來金門觀光人數大量攀升。 隨著網路使用的普及以及團體旅遊的種種限制，參加團體旅遊人數趨於下降，越來越多旅客選擇行程較有彈性的方式前往金門旅遊。本研究透過分析自由行遊客旅遊動機、旅遊意象、旅遊效益及忠誠度，了解自由行遊客旅遊動機、旅遊意象、旅遊效益及忠誠度現況與當中相互關聯性影響。 本研究於金門地區各景點實際發放問卷共計 400 份，扣除無效之問卷，有效問卷共計 390 份。有效問卷以 SPSS 系統進行信效度分析、敘述性統計分析、各構面相關分析、人口變項對各構面的差異分析及各構面迴歸分析，研究結果顯示：旅遊動機與旅遊效益有顯著性正向相關、旅遊意象與旅遊效益有顯著性正相關及旅遊動機與旅遊意象有顯著性正相關。目前金門地區正值觀光發展重點工作的時期，此研究結果可提供給政策執行及規劃者參考。
The Kinmen has a very rich cultural of heritage. After many series of battles, Kinmen has left a lot of military forts, historical relics and battle relics. In recent years, with the rapid development of direct flights between Kinmen and the China, various offers from airlines lead to the number of tourists visiting the Kinmen has risen sharply.Following by rising of popularity of FIT, and the defects of GIT, more and more travelers choose a more flexible way travel to Kinmen. This study analyze the tourism motivation, tourism image, tourism benefit and loyalty to people who travel freely, and understands the current situation of the tourism motivation, tourism image, tourism benefit and loyalty to travel and how do they influence to each other. In this study, 400 questionnaires were actually distributed in various scenic spots in the Kinmen area. After deducting the invalid questionnaire, there were 390 valid questionnaires. The effective questionnaires use the SPSS system for reliability and validity analysis,narrative statistical analysis, correlation analysis of each facet, basic data analysis of the differences of the various facets and various facet regression analysis. The results show that tourism motivation and tourism benefits are significant. Positive correlation, tourism imagery and tourism benefit are significantly positively correlated and tourism motivation is significantly positively correlated with tourism imagery. At present, the Kinmen area is in the period of focus on tourism development, and the results of this study can be provided to policy implementation and planners for reference. |
