臺灣客家文化館遊客滿意度與行為意向之研究

A Study of Tourists Satisfaction and Behavior Intention at Taiwan Hakka Museum

10.6214/JSRM.202003_17(1).0003

黃任閔(Jen-Min Huang)；謝榮豐(Rong-Fang Hsieh)；呂謙(Chien Lu)；傅愉玲(Yu-Ling Fu)

博物館 ； 重遊意願 ； 推薦意願 ； Museum ； Willingness to Revisit ； Willingness to Recommend

運動休閒管理學報

17卷1期（2020 / 03 / 01）

49 - 69

繁體中文

本研究目的在瞭解臺灣客家文化館遊客滿意度與行為意向之現況，並分析不同背景變項遊客在滿意度與行為意向上之差異情形，最後再探討滿意度與行為意向之相關性。本研究以問卷調查法來收集所需資料，研究對象為臺灣客家文化館遊客，以便利抽樣方式進行，發出問卷400份，回收有效問卷391份，有效回收率97%。所得資料經描述統計、單因子多變量變異數分析、皮爾森積差相關等方式加以分析，所得結論如下：一、臺灣客家文化館遊客有較高的滿意度與行為意向。二、不同性別、年齡、教育程度、職業、居住地、族群屬性與前來次數之臺灣客家文化館遊客在滿意度層面達顯著差異。三、不同年齡、教育程度、職業、居住地點、族群屬性與前來次數之臺灣客家文化館遊客在行為意向層面達顯著差異。四、臺灣客家文化館遊客之滿意度與行為意向達正相關。最後，依據上述研究結果，提出增加生態公園資訊、提供聯結的交通網路、培訓專業導覽志工等建議。

The purpose of this study was to understand the current situation of tourists' satisfaction and behavioral intentions in the Hakka Culture Museum in Taiwan, and to analyze the differences of satisfaction and behavioral intentions of tourists with different background variables, and finally, to explore the correlation between satisfaction and behavioral intentions. Questionnaire investigation method and convenience sampling were adopted in this study, and this study took tourists from the Hakka Culture Museum in Taiwan as the research subject. In total, 400 questionnaires were sent out and 391 valid questionnaires were collected. The effective recovery rate was 97%. The obtained data was analyzed by descriptive statistics, one-way MANOVA, and Pearson product-moment correlation coefficient. The results were as follows: Satisfaction and behavioral intentions of Taiwan Hakka Culture Center visitors were at the higher level. Significant differences were found in the degree of satisfaction of Taiwan Hakka Culture Center visitors for different genders, ages, education levels, occupations, places of residence, ethnic groups and the number of visits. Significant differences were found in the degree of behavioral intentions of Taiwan Hakka Culture Center visitors for different ages, education levels, occupations, places of residence, ethnic groups and the number of visits. There were positive correlation between satisfaction and behavioral intentions of tourists from the Hakka Culture Museum in Taiwan. In conclusion, based on the study results, suggestions for increasing ecological park information, providing a connected transportation network, and training professional walking tour guide volunteers were proposed.

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