平溪線鐵道旅遊動機、體驗滿意度與重遊意願之研究

The Study of Travel Motivation, Experience Satisfaction and Revisiting Willingness on Pingshi Railway

10.7110/HKGJ.201112.0005

陳墀吉(Chr-Ji Chen)；謝淑怡(Shu-Yi Hsieh)

鐵道旅遊 ； 旅遊特性 ； 旅遊動機 ； 體驗滿意度 ； 重遊意願 ； Rail tourism ； Travel style ； Travel motivation ； Experience satisfaction ； Revisiting willingness

華岡地理學報

28期（2011 / 12 / 01）

5 - 18

繁體中文

本研究的目的為探討平溪線鐵道旅遊之遊客屬性、旅遊特性、旅遊動機、體驗滿意度與重遊意願等因素之間的差異性與相關性。首先分析「遊客屬性」、「旅遊特性」與「旅遊動機」是否具有差異性；再進一步分析遊客之「旅遊動機」、「體驗滿意度」與「重遊意願」之相關性。以封閉結構式問卷作調查，採便利抽樣，共得到442份有效問卷。分析結果顯示，不同的基本特性與旅遊特性之遊客，其旅遊動機具有顯著差異性。旅遊動機可分為三個因素構面：「休閒放鬆」、「交通便捷性」與「活動參與」。體驗滿意度可分為三個因素構面：「當地風俗文化」、「生態與文化活動」與「當地特色體驗」。平溪線鐵道遊客的旅遊動機與體驗滿意度呈現正向相關，平溪線鐵道遊客的體驗滿意度與重遊意願呈現正向相關，當遊客的「當地風俗文化與當地特色體驗」的體驗滿意度越高，重遊意願也就越高，也較易推薦給他人。

The present research aims to investigate the differences and relationships between the basic characteristics of visitors, travel style, travel motivation, experience satisfaction and revisiting willingness, with the travel of Pingshi Line as case study subject. The relationships between travel motivation and experiences satisfaction, and the relationships between experience satisfaction and revisiting willingness, are also examined. The present research employs questionnaire surveys as data collection method and receives as total of 442 effective questionnaires. Research findings suggest that the basic characteristics of visitors, will have effects on the travel motivation. Similarly, the travel characteristics of visitors, will influence the travel motivation. Travel motivation is constituted of three factors: ”leisure and recreation”, ”convenience of transportation”, and ”participation of activities”. Experience satisfaction is comprised of three factors, which are ”local customs and culture”, ”ecological and cultural activities”, and ”experience in local distinctiveness”. A positive correlation is shown between the travel motivation and experience satisfaction of visitors to Pingshi Line. When the visitor is more satisfied, he/she is more likely to revisit the site and to recommend it to others.

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