遊客旅遊意象、滿意度及重遊意願關係之研究-以仁愛鄉互新賞梅季為例

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Title:	遊客旅遊意象、滿意度及重遊意願關係之研究-以仁愛鄉互新賞梅季為例
Other Titles:	The Study of the Relationship among Destinaion Image, Satisfaction and Willingness to Revisit - A Case Study of Plum Blossom Festival in Hujhu and Sinsheng Village, Renai Township.
Authors:	彭小凡 PENG, SIAO-FAN
Contributors:	張嵐蘭 CHAN, LAN-LAN 休閒與遊憩管理學系碩士在職專班
Keywords:	互新賞梅季;節慶活動;重遊意願;滿意度;旅遊意象 Willingness to Revisit;Satisfaction;Destination Image;Festival;Plum Blossom Festival
Date:	2023
Issue Date:	2023-11-22 01:58:47 (UTC+0)
Abstract:	本研究旨在探討來互新地區遊客的旅遊意象、滿意度與重遊意願彼此間之關係模式，主要研究目的有四：(一)仁愛鄉互新地區的遊客背景分析；(二)遊客不同背景分析對其旅遊意象、滿意度及重遊意願是否有差異；(三)探討有參與節慶活動與非節慶活動期間來部落的遊客其旅遊意象是否有差異；(四)探討旅遊意象、滿意度及重遊意願之影響關係等。本研究方法採問卷調查法，以便利抽樣的方式進行資料收集。且為比較旅遊時節在旅遊意象差異，問卷分兩階段發放。節慶發放時間為111年12月31日至112年1月21日，問卷回收106份，問卷回收率97.2%；非節慶發放時間為112年1月22日之後，問卷回收115份，問卷回收率99.1%。資料處理以統計軟體SPSS進行相關統計分析，將所得資料以描述性統計、獨立樣本t分配、單因子變異數分析、相關分析及多元迴歸分析等統計分法進行問卷分析。研究結果得到下列結論：(一)遊客以女性居多，以31-40歲、工商業服務業、專科及大學、已婚、收入30001-50000元、中部比例最高。到訪行為方面，自用車前往且與家人和親戚出遊比例最高，大多停留一天或半天，在得知旅遊資訊方面以親友推薦和網路上為主。(二)不同的遊客旅遊意象在「年齡」、「職業」、「婚姻狀況」、「交通方式」和「住宿方式」有顯著差異；不同的遊客滿意度在「年齡」、「職業」、「婚姻狀況」、「交通方式」和「住宿方式」有顯著差異；不同的遊客重遊意願在「婚姻狀況」和「交通方式」有顯著差異。(三)旅遊時節節慶與非節慶期間對旅遊意象有顯著差異。(四)旅遊意象對滿意度有顯著影響；滿意度對重遊意願有顯著影響；旅遊意象對重遊意願有顯著影響。 This study aims at investigating the relationship between destination image, satisfaction, and willingness to revisit among tourists in Hujhu and Sinsheng Village, Renai Township. The objectives are fourfold: (1) to analyze the background of tourists visiting the Renai Township, (2) to examine whether tourists with different backgrounds show variations in their destination image, satisfaction, and willingness to revisit, (3) to investigate whether there are differences in destination image between tourists participating during festival periods and those visiting during non-festival periods, and (4) to explore the relationships and influences among destination image, satisfaction, and willingness to revisit.The research methodology involves a questionnaire survey conducted through convenience sampling. To compare the differences in destination image between different travel seasons, the questionnaire was distributed in two stages. During the festival period, the questionnaire was distributed from December 31, 2022, to January 21, 2023, with a response rate of 97.2%. As for the non-festival period, it was distributed after January 22, 2023, with a response rate of 99.1%. The collected data were analyzed using various statistical methods, including descriptive statistics, independent sample t-tests, one-way ANOVA, correlation analysis, and multiple regression analysis with SPSS Statistics.The findings reveal that the majority of tourists are females aged 31 to 40, working in service industries, holding a bachelor’s degree, married, and earning an income of NT$ 30,001 and 50,000, with a higher proportion coming from central Taiwan. Most of them prefer traveling by their own vehicle and enjoy trips with their families, friends, and relatives. The average length of stay is one day or half a day, and the primary sources of travel information were recommendations from friends, family members, and online sites. Furthermore, there are significant differences in tourists’ destination image, satisfaction, and willingness to revisit based on factors such as age, occupation, marital status, modes of transportation, and accommodation preferences. Similarly, variations in tourists’ satisfaction are observed concerning these same factors. Moreover, differences in the willingness to revisit the destination are significant based on marital status and mode of transportation. The results also show that there are significant differences in destination image between the festival and non-festival seasons. Additionally, the destination image significantly influences tourist satisfaction, which, in turn, significantly affects their willingness to revisit. Finally, the destination image also directly influences tourists’ willingness to revisit.
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