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研究生:曾正宏
研究生(外文):Cheng-Hung Tseng
論文名稱:金門戰地風情旅遊動機、滿意度及重遊意願之研究
論文名稱(外文):A Study of the Relationships among Travel Motivation, Satisfaction and Revisit of Kinmen Battlefild Culture
指導教授:方彥博方彥博引用關係
指導教授(外文):Yen-Po, Fang
學位類別:碩士
校院名稱:銘傳大學
系所名稱:觀光事業學系碩士在職專班
學門:民生學門
學類:觀光休閒學類
論文種類:學術論文
論文出版年:2010
畢業學年度:99
語文別:中文
論文頁數:101
中文關鍵詞:重遊意願滿意度金門戰地旅遊動機
外文關鍵詞:Kinmen Battlefieldtravel motivationdegree of satisfactionrevisit wish.
相關次數:
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「觀光立縣」為金門縣府施政軸心,數據顯示,前往金門旅遊之國、內外遊客頻次不斷攀升,成長快速,吸引研究者對金門旅遊建設做深入探討,對各景點服務品質滿意度、遊憩功能帶來的重遊意願及影響選擇旅遊產品的動機及考量,分析服務設施待改善項目及影響遊客重遊意願的因子。
採問卷調查便利抽樣方式,以到金門旅遊的國、內外遊客為受訪對象,挑選出具代表性景點,進行資料蒐集,共得400份有效問卷,其分析方法包含敘述性分析、獨立樣本T檢定、單因子變異數分析、迴歸分析、雪費檢定、杜賓-瓦特生檢定等方法,茲將分析結果摘述如下:
一、「敘述性分析」,遊客年齡以21-30歲一般上班族、大學學歷、居住台灣、初次來玩、停留5小時以上者居多。
二、「獨立樣本T 檢定(T-test)」、「單因子變異數」,各基本變數對旅遊服務品質構面變項分析,顯示不同「居住地」,台灣受訪者在「導覽解說與活動」和「經營管理」的認知是高於大陸受訪者;而停留時間超過5小時對「導覽解說與活動」品質認知高於停留1~3小時遊客。
三、旅遊動機對旅遊服務品質及重遊意願相關分析,在「旅遊動機」與「旅遊服務品質滿意度」下各變數關係,僅具「中度」相關;而「旅遊服務品質滿意度」與「重遊意願」下各變數關係,具有「中高度」相關,故旅遊動機對旅遊服務品質的良莠,對決定前往旅遊之動機非絕對性關聯;另行程中,服務品質確影響重遊意願。
四、「杜賓-瓦特生檢定」檢測旅遊服務品質滿意度與旅遊動機對於重遊意願影響分析,殘差值並無違反無自我相關假設,因服務品質對「環境設施」、「文化資源」未達顯著,表示有待改進;而旅遊動機僅「遠離塵囂」達顯著,對到金門觀光之動機仍充滿相當吸引力。
研究結果,供相關單位參考,俾利瞭解未來經營型態及遊客真正需求,並省思現階段建設是否符合市場潮流。
關鍵詞:金門戰地、旅遊動機、滿意度、重遊意願
The main administration of Kinmen Country government is “The tourism sets up the country”. The data mentioned that visitor from abroad and the domestic tourist goes to Kinmen to travel the country with increasing frequency, the growth is fast, attracts the researcher to make a thorough discussion on the traveling construction, To each touring site degree of satisfaction, the amusement and rest function brings the revisit wish and the influence choice tourism product motive and the consideration, the analysis servicing facility treats the improvement project and affects the tourist to re-visit the wish the factor.
This research picks the questionnaire survey way, take arrives at the country which, the domestic tourist and visitor from abroad travels to Kinmen as to be interviewed the object, the choice writing up representative scenic spot , carries on the material collection, altogether 400 effective questionnaire.
Its analysis method contains Descriptive Statistics, Independent sample T test, One-Way ANOVA, Regression Analysis, Scheffé Test, Durbin-Watson Test and so on method, this will analyze the result to pick states as follows:
1.“Descriptive Statistics”, The tourist age by 21-30 years old majorities, the school record by the university, occupies Taiwan, first plays, pauses above 5 hours the majority.
2.“Independent sample T test”, “One-Way ANOVA”, each basic variable to the tourist service quality construction surface variable analysis, demonstrated that different “inhabited area”, Taiwan participant “The survey illustrates and the activity” and “The management and operation” the cognition is higher than the mainland participant; But the resident time surpasses 5 hour right “the survey to illustrate and the activity” the quality cognition is higher than pauses 1~3 hour tourist.
3.The traveling motive to the tourist service quality and the revisit wish correlation analysis, in “the traveling motive” and “the tourist service quality degree of satisfaction” under various variables relations, only has “moderate” related; But “the tourist service quality degree of satisfaction” and “the revisit wish” under various variables relations, have “the altitude” related, therefore the traveling motive to tourist service quality''s good and bad, to decided that goes to motive of the traveling no absoluteness connection; In traveling schedule, the service quality affects the revisit wish firmly.
4.“Durbin-Watson Test” The examination tourist service quality degree of satisfaction and the traveling motive regarding the revisit wish impact analysis, the residual value and not violate do not have the self-related supposition, because the service quality is right “the environment facility”, “the cultural resources” not to reach obviously, indicates awaits improvements; But travels the motive only “to be far away from the hubbub” to reach obviously, to arrived at Kinmen to go sightseeing the motive still to fill the suitable attraction.
The findings, refer for the Coherent units, enable the advantage to understand that in the future will manage the state and the tourist true demand, and the province will think of the present stage to construct whether to be in keeping with the market tidal current.
Key words:Kinmen Battlefield, travel motivation, degree of satisfaction, revisit wish.
目錄
中文摘要......................................................................i
英文摘要....................................................................iii
誌謝.........................................................................vi
第壹章 緒論..................................................................1
第一節 研究背景及動機........................................................1
第二節 研究目的..............................................................9
第三節 研究範圍與限制........................................................9
第四節 研究步驟.............................................................10
第貳章 相關理論與文獻回顧...................................................13
第一節 金門地區.............................................................13
第二節 旅遊動機相關研究文獻回顧.............................................15
第三節 滿意度相關研究文獻回顧...............................................19
第四節 重遊意願相關研究文獻回顧.............................................25
第五節 旅遊動機、滿意度與重遊意願間之研究...................................27
第參章 研究設計與問卷調查...................................................29
第一節 研究模式與假設建立...................................................29
第二節 問卷設計與前測.......................................................30
第三節 研究對象與蒐集資料方法...............................................36
第四節 資料分析方法與工具...................................................38
第肆章 統計分析.............................................................40
第一節 敘述統計分析.........................................................40
第二節 基本變數對旅遊服務品質之差異分析.....................................43
第三節 旅遊特性對旅遊服務品質之差異分析.....................................51
第四節 旅遊動機對旅遊服務品質及重遊意願之相關分析...........................56
第五節 旅遊服務品質滿意度與旅遊動機對於重遊意願之影響分析...................58
第伍章 結論與建議...........................................................62
第一節 結論.................................................................62
第二節 建議.................................................................63
參考文獻.....................................................................65
附錄.........................................................................83
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三、報紙、網頁部份
交通部觀光局行政資訊系統。http://admin.taiwan.net.tw/。
內政部入出國及移民署全球資訊網。http://www.Immigration.gov.tw/。
金門縣政府全球資訊網。http://www.kinmen.gov.tw/。
金門縣政府主計室行政資訊系統。http://web.kinmen.gov.tw/。
金門縣文化局全球資訊網。http://www.kmccc.edu.tw/。
李金鎗(2009,10月27日)。單車三日遊盼帶觀光潮。金門日報,1。
翁碧蓮(2009,11月8日)。小三通入出境人數累計4,450,413人。金門日報,1。
蔡家蓁(2009,10月26日)。為台金廈旅遊把脈跨越黑水溝研討會。金門日報,3。
倪國炎(2008,8月2日)。金門縣政府和金管處加強景點開發。中央日報社,1。
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