松田崗創意生活農莊遊客旅遊吸引力、滿意度與重遊意願影響關係之研究

A Study on the Relationship among Travel Attraction, Tourist Satisfaction and Willing to Revisit-A Case of Sontengon

10.30133/BLIR.200412.0001

沈進成(Shen-Ching Cheng)；葉修延(Shiou-Yan Ye)

旅遊價值 ； 旅遊吸引力 ； 滿意度 ； 重遊意願 ； 松田崗 ； travel value ； travel attraction ； satisfaction ； willing to revisit ； Sontengon

生物與休閒事業研究

2卷2期（2004 / 12 / 01）

1 - 12

繁體中文

本研究以旅遊吸引力、滿意度與重遊意願之影響關係為研究主題，並以松田崗創意生活農莊為實證分析對象。研究結果包括如下：1.遊客主要分佈雲林及嘉義地區，旅遊時間為半天或一天的遊程居多，消費以500元以下為最多，遊客旅遊價值頗為認同。2.主要旅遊動機為排解生活壓力與焦慮、體驗接近大自然及增進健康為最高。3.滿意度最高三項因素依序為清潔設施、園區內告示、解說（牌）遊憩路線指引設施及接待服務人員之態度，對餐飲的價位、活動的價位及門票的價位最不滿意。4.因素分析萃取遊客旅遊動機主要因素構面，分別命名為增進健康脫離壓力、學習創造新事物、體會特殊風情及活動設施景觀體驗。5.經由因素分析萃取旅遊滿意度主要因素構面，分別命名為服務與設施、價位設計、整體規劃、活動景觀體驗及便利性。6.整體吸引力主要來自旅遊價值及整體滿意度，旅遊動機對整體吸引力無影響。7.影響整體滿意度的主要因素為服務設施滿意度及價位設計滿意度，次要因素為整體規劃滿意度8.影響重遊意願的主要因素為整體滿意度及旅遊價值。

The purpose of this study is to investigate the relationship among to the travel attraction, the tourist satisfaction and willing to revisit and study objects of the Sontengon. The empirical result of this study are as follows: 1. the tourist come form Yunlin and Chiayi, stopping time is half of the day or all day, tourists consumption is five hundred dollars, the travel values is approved. 2. the travel motivations include the ”life stress”, ”contact with nature” and ”improving health condition”. 3. the factors of satisfactions are ”clean facilities”, ”botanical description” and ”service attitude”, dissatisfactions are the price of meal, activity and ticket. 4. four factors of travel motivations was extracted, ”improve health condition break away from stress”, ”learn of new objects”, ”experience to special romantic feeling” and ”experience activities”. 5. five factors of travel satisfaction was extracted, ”service and facilities”, ”price”, ”planning” and ”experience for activities landscape”. 6. travel attraction is come from travel values and satisfaction, travel motivations is no effect on the attractions. 7. main influence factors of satisfaction is service factuality and design prices, second factors is overall satisfaction. 8. satisfaction and travel values affected the willing to revisit.