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標題: 旅遊動機、渡假生活型態、滿意度對重遊意願影響之研究-以澎湖地區旅遊為例
A study of the effects of travel motivation, vacation lifestyle, and satisfaction on revisit intentions: A case study of Penghu in Taiwan
作者: 楊景裕
Yang, Ching-Yu
出版社: 行銷學系所
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摘要: 本研究探討前往澎湖渡假旅客之旅遊動機、渡假生活型態、滿意度與重遊意願,並分析形成旅客滿意度及重遊意願之旅遊動機與渡假生活型態構面,所獲得的資訊與結論,可使旅遊推廣部門及相關企業可依此擬定目的地及旅遊產品之行銷策略,以求澎湖獨特的觀光資源與條件可做最妥適的推展。 透過電子問卷平台獲得有效問卷708份,資料彙整經因素分析後,獲得受訪旅客特質與對目的地之評估如下:(1)「舒緩身心壓力」、「發現新事物」為旅客從事旅遊活動最重要之推力動機,而「觀光資源與氛圍」為旅客選擇澎湖群島作為旅遊活動目的地最重要之拉力動機;(2)所獲得的渡假生活型態構面中「放鬆慢遊」、「自然愛好」與「資訊蒐集」為受訪者最認同之渡假行為模式;(3)旅客在不同屬性構面中,對於「目的地觀光資源」的滿意度最高。 採用多元迴歸分析法驗證本研究之假設獲得如下結論:(1) 「目的地觀光資源」、「消費環境」與「休閒娛樂活動」等三類屬性滿意度會顯著地正向影響整體滿意度;(2)「發現新事物」、「舒緩身心壓力」、「觀光資源與氛圍」等旅遊動機會顯著地正向影響整體滿意度與重遊意願;(3)渡假生活型態構面中「放鬆慢遊」、「自然愛好」與「資訊蒐集」等渡假行為模式會顯著地正向影響整體滿意度與重遊意願。
This study offers an integrated approach to understanding tourists' travel motivation, vacation lifestyle and attempts to extend the theoretical and empirical evidence on the causal relationships among the travel motivation, vacation lifestyle, satisfaction, and revisit intention. A sample of 708 tourists was surveyed with a structured questionnaire on an online panel. The results of EFA analyses determined significantly correlated factors, including seven travel motivations, eight vacation lifestyles, and four destination attributes satisfactions. From reviewing the mean scores of the composite indicators, it was found that (1) “relax & rejuvenation”, “discovery & knowledge” and “destination's tourist attractions & atmosphere” were perceived respectively as important factors in travel motivation; (2) “slow relaxation tour”, “viewing nature” and “gathering information” were considered as the more agreed vacation behavior of tourists; (3) “destination tourism resources” was the best dimension of guest evaluation in different destination attributes satisfaction. It was also found that most tourists are willing to recommend Penghu to their relatives and friends and they are willing to revisit Penghu in the future. The research model investigates the relevant relationships among the constructs by using multiple regression analysis approach and obtains the following conclusions: (1) “destination tourism resources”, “shopping environment” and “leisure activities and events” dimensions of destination attributes satisfaction positively relate to overall satisfaction; (2) “relax & rejuvenation”, “discovery & knowledge” and “destination's tourist attractions & atmosphere” dimensions of travel motivation positively affect overall satisfaction as well as visitors' revisit intention; (3) “slow relaxation tour”, “viewing nature” and “gathering information” dimensions of vacation lifestyle have positively significant influences on overall satisfaction and visitors' revisit intention. The link between overall satisfaction and revisit intention was also confirmed. These results contribute to a valueable description of which behavioural mechanisms and factors represent a useful basis for increasing tourist retention at the level of individual providers as well as a destination as a whole. Destination marketers could use these information for positioning destinations relative to certain markets framing marketing communications and promotional campaigns, in order to improve and sustain destination competitiveness.
其他識別: U0005-2107201011100000
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