東石漁人碼頭遊客旅遊動機、需求、滿意度與重遊意願之相關研究

A Study of Visitors' Travel Motivation, Demand, Satisfaction and Revisiting Willingness at Dongshih Fishermen's Wharf

10.7018/JTU.201003.0179

劉泳倫(Yung-Lun Liu)；林瑋珊(Wei-Shan Lin)；鄒哲宗(Che-Tsung Tsou)；曾家鈺(Chia-Yu Tseng)

漁人碼頭 ； 旅遊動機 ； 旅遊需求 ； 旅遊滿意度 ； 重遊意願 ； Fishermen's Wharf ； travel motivation ； travel demand ； travel satisfaction ； revisiting willingness

稻江學報

4卷2期（2010 / 03 / 01）

179 - 197

繁體中文

本研究目的在探討東石漁人碼頭遊客旅遊動機、需求、滿意度與重遊意願之相關研究，以東石漁人碼頭遊客為對象，採便利抽樣方式進行，共發出450份問卷，得到有效問卷418份，以描述性統計、因素分析、皮爾森積差相關、t檢定、單因子變異數分析、多元迴歸進行統計分析，研究結果發現：1.到訪遊客以未婚、年輕的學生居多，且女性多於男性；2.遊客主要旅遊動機為「放鬆心情」，主要旅遊需求為「提供舒適、方便用餐地點」，感到滿意的項目為「欣賞到優美的自然景觀」；3.遊客旅遊動機、需求、滿意度與重遊意願均呈正相關；4.旅遊動機、旅遊需求、旅遊滿意度對重遊意願具有預測力。根據分析結果，本研究不僅對主辦單位提出建議，亦對東石漁人碼頭後續研究者提供後續研究方向。

The aim of this study was to investigate visitors' travel motivation, demand, satisfaction and revisiting willingness at Dongshih Fishermen's Wharf. The subjects of this research were the tourists at Dongshih Fisherman's Wharf and systematic sampling method were used. Total 418 of 450 questionnaires were collected efficacious. After this study with the descriptive analysis, factor analysis, Pearson product-moment correlation, t-test, one-way ANOVA and multiple step wise regression analysis were utilized for data analysis. The results were as follows: 1. The visitors, unmarried, young college or high school students were the major groups. Also, the females were more than the males. 2. Mainly reason for the motivation were relax in the mood. In terms of needs, toursits' request a comfortable and convenient place to have meal. Lastly, the most satisfying experience was to be able to enjoy the natural scenery. 3. The travel motivation, demand, satisfaction and revisiting willingness appeared positive correlation. 4. The travel motivation, demand and satisfaction could effectively predict on tourist revisiting willingness. Based on these findings, the study not only gave some suggestions for program managers, but also supported research orientation for future researchers.