台北市寺廟之遊客參訪動機與滿意度之研究－以萬華（艋舺）龍山寺及財團法人行天宮為例

A study of the Relationships between Visitors’ Motivation and Satisfaction－The Example of Taipei Temple

10.6132/JCM.2015.8.1.10

時台華(Tai-Hua Shih)；吳盈萱(Ying-Xuan Wu)；鄧序彤(Xu-Tong Deng)

參訪動機 ； 滿意度 ； 龍山寺 ； 行天宮 ； Motivation ； Satisfaction ； Long-Shan Temple ； Hsing-Tian Kong

商業現代化學刊

8卷1期（2015 / 06 / 01）

179 - 193

繁體中文

目前在台灣宗教已經變成一種文化，因此參訪廟宇，已經成為一個重要的活動，以台北市而言，如台北市萬華(艋舺)龍山寺及財團法人行天宮，皆為民眾心靈寄託的地方。久而久之名聲遠播顯赫之後，也直接帶動國內外遊客前來參訪，成為國內重要的宗教參訪景點。本研究是採用SPSS 21.0 中文統計套裝軟體進行分析，收回所有問卷後，先將有效問卷進行編碼，再進行量化的分析。藉由對以上二家寺廟的遊客之調查深入分析，期以此研究結果提供寺廟相關單位未來規劃管理之參考依據。本研究結果為：(一)財團法人行天宮之參訪動機最高為「旅遊勝地，交通便利」，最低為「財庫滿盈，取之不竭」；在滿意度方面，最高為「身體欠佳，藥到病除」，最低為「地方特色，點燈祈福」。艋舺龍山寺之參訪動機最高為「旅遊勝地，交通便利」，最低為「財庫滿盈，取之不竭」；在滿意度方面，最高為「旅遊勝地，交通便利」，最低為「地方特色，點燈祈福」。(二)財團法人行天宮分別在「旅遊勝地，交通便利」；「收驚祭改，消災解厄」及「求財得財，財運亨通」等三項目表現極佳，應繼續保持。在「學業進步，金榜題名」及「地方特色，點燈祈福」等二項目則需要加強改善。而艋舺龍山寺在「旅遊勝地，交通便利」此項目表現極佳，應繼續保持。但在「身體欠佳，藥到病除」；「地方特色，點燈祈福」及「收驚祭改，消災解厄」等三項目則需要加強改善。

In January 1998, the Taiwan government began the ＂working 5 days a week＂ policy. Since then, people in Taiwan have more manageable and flexible time to plan their leisure activities. Recently, visiting temple activities are the fastest growing tourist and the most popular items. This study is to explore the relationships between the visit motivation of tourism and satisfaction. The study objects are the visitors of Hsing-Tian Kong and Long-Shan Temple in Taipei city. And base on the results to plan temple activity and management. The SPSS for Windows 21.0 Chinese version has been used for the data coding and quantitative analysis. The conclusions are as follow: 1. The highest visit motivation of Hsing-Tian Kong is traffic conveniently and lowest is more money forever and ever. The highest visit satisfaction of Hsing-Tian Kong is good health status and lowest is to pray for blessings. The highest visit motivation of Long-Shan Temple is traffic conveniently and lowest is more money forever and ever. The highest visit satisfaction of Long-Shan Temple is traffic conveniently and lowest is to pray for blessings. 2. In Hsing-Tian Kong, the traffic conveniently, misfortune no more and luck in making money should be continued, the succeed in study and to pray for blessings is needed to enhance. In Long-Shan Temple, the traffic conveniently should be continued, the good health status, to pray for blessings and misfortune no more is needed to enhance.