透視島嶼港灣：觀光碼頭之遊客特性、遊憩動機與重遊意願

Relationship among the Characteristics, Recreational Motivation, and Revisit Intention of Tourists at Kaohsiung Tourism Docklands

10.6144/JIC.2016.0602.01

蔡茱婷(Chu-Ting Tsai)；許育齡(Yu-Ling Hsu)

重遊意願 ； 高雄港 ； 遊客特性 ； 遊憩動機 ； 觀光碼頭 ； Revisit intention ； Kaohsiung docklands ； Tourist characteristics ； Recreational motivation ； Tourism docklands

資訊傳播研究

6卷2期（2016 / 04 / 01）

1 - 25

繁體中文

本研究旨在探討高雄觀光碼頭遊客的遊客特性、遊憩動機與重遊意願之間的關係與相互影響。研究結果顯示，促動遊客前往遊憩的推力動機主要為：放鬆身心、增進友誼、暫時放下日常事務等；而拉力動機主要是：欣賞碼頭風景、享受大自然、民眾友善。願意推薦他人來訪的遊客也都願意將高雄觀光碼頭列為優先考量的遊憩景點。本研究亦發現，四個不同的高雄觀光碼頭其遊客特性與遊憩動機截然不同，不同遊客特性在推拉力動機與重遊意願上皆有顯著的差異，且推拉力動機均對重遊意願具有正向的影響。

The current study explored the relationship among the characteristics, recreational motivation, and revisit intention of tourists at Kaohsiung tourism docklands. The results indicated that recreational motivation was divided into push- and pull-orientation. The top three push motivations were relaxing away stress, maintaining friendship, and putting aside daily affairs. The top three pull motivations were sightseeing, enjoying nature, and the friendliness of people. Most tourists who would recommend that others visit Kaohsiung docklands were willing to revisit Kaohsiung docklands. The results also showed significant differences in tourist characteristics and recreational motivation among the docklands. Tourist characteristics and recreational motivation positively influence the revisit intention of tourists.

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