本研究的目的為探討平溪線鐵道旅遊之遊客基本特性、旅遊特性、旅遊動機、體驗滿意度與重遊意願等因素之間的差異性與相關性。以遊客的基本特性、旅遊特性對旅遊動機作差異性分析；遊客之旅遊動機與體驗滿意度的相關性；遊客之體驗滿意度與重遊意願之相關性。以問卷方式作調查，共得到442份有效問卷。研究結果顯示，遊客的基本特性會影響遊客旅遊動機，包括年齡、性別、教育程度、收入與居住地等。遊客的旅遊特性會影響遊客之旅遊動機，包括來平溪的次數、預計停留時間與同伴性質。遊客的旅遊動機分為三個因素構面，即「休閒放鬆」、「交通便捷性」與「活動參與」。遊客的體驗滿意度分為三個因素構面，即「當地風俗文化」、「生態與文化活動」與「當地特色體驗」。平溪線鐵道旅遊之遊客的旅遊動機度對體驗滿意度呈現正向相關，顯示當遊客的「休閒遊憩」、「交通便捷」以及「活動參與」的旅遊動機越高時，對於「當地風俗文化」、「生態與文化活動」與「當地特色體驗」滿意度也就越高。平溪線鐵道旅遊之遊客的旅遊體驗滿意度對重遊意願呈現正向相關，當遊客的「當地風俗文化」與「當地特色體驗」的旅遊體驗滿意度越高，重遊意願也就越高，也較易推薦給他人。

The present research aims to investigate the differences and relationships between the basic characteristics of visitors, travel style, travel motivation, experience satisfaction and revisiting willingness, with the travel of Pingshi Line as case study subject. Difference analysis is carried out on travel motivation, utilizing the basic characteristics of visitors and travel style as analytical factors. The relationships between travel motivation and experiences satisfaction, and the relationships between experience satisfaction and revisiting willingness, are also examined. The present research employs questionnaire surveys as data collection method and receives as total of 442 effective questionnaires. Research findings suggest that the basic characteristics of visitors, including age, sex, education, income and residence, will have effects on the travel motivation. Similarly, the travel characteristics of visitors, including number of visits to Pingshi, estimated visiting time, and nature of companions, will influence the travel motivation. Travel motivation is constituted of three elements: “leisure and recreation”, “convenience of transportation’, and “participation of activities”. Experience satisfaction is comprised of three factors, which are “local customs and culture”, “ecological and cultural activities”, and “experience in local distinctiveness”. A positive correlation is shown between the travel motivation and experience satisfaction of visitors to Pingshi Line. It is demonstrated from the findings that, when the visitor has higher motivation for “leisure and recreation”, “convenience of transportation ”and “participation of activities’, his/her sense of experience satisfaction is correspondingly higher with “local custom and culture“ ,”ecological and cultural activities”, and “experience in local distinctiveness’. Satisfaction and revisiting willingness of the Pingshi Line visitors are also positively correlated. When the visitor is more satisfied with ‘local customs and culture’ and ‘experience in local distinctiveness’, he/she is more likely to revisit the site and to recommend it to others.

目次 i
表次 iii
圖次 iv
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究範圍與對象 5
第四節 研究流程 7
第二章 文獻回顧 8
第一節 台灣鐵道發展概況 8
第二節 鐵道旅遊 11
第三節 旅遊動機之理論 13
第四節 遊客體驗之理論 17
第五節 滿意度 20
第六節 重遊意願 23
第三章 研究設計與方法 25
第一節 研究架構 25
第二節 研究假設 25
第三節 問卷設計 26
第四節 抽樣方法 27
第五節 分析方法 27
第四章 實證分析 29
第一節 樣本基本特性 29
第二節 研究變項分析 34
第三節 旅遊動機、體驗滿意度因素分析 36
第四節 遊客基本特性、旅遊特性對旅遊動機之探討 39
第五節 旅遊動機對體驗滿意度之探討 48
第六節 旅遊體驗滿意度對重遊意願之探討 49
第五章 結論與建議 50
第一節 研究結論 50
第二節 討論 52
第三節 研究限制和建議 54
第四節 後續研究建議 55
參考文獻 56
附錄 67
表次
頁次
表1-1-1 2008年旅遊時主要利用交通工具 2
表2-1-1 台鐵支線的歷史概況表 10
表2-4-1 體驗品質架構與服務品質架構之比較 18
表4-1-1 遊客基本特性統計表 31
表4-1-2旅遊特性統計表 33
表4-2-1 遊客之旅遊動機統計表 34
表4-2-2 遊客之旅遊體驗滿意度統計表 35
表4-2-3 重遊意願統計表 35
表4-3-1 旅遊動機因素分析 36
表4-3-2 旅遊體驗滿意度因素分析 38
表4-4-1 性別對旅遊動機之T檢定 39
表4-4-2年齡對旅遊動機之ANOVA變異數分析 40
表4-4-3 教育程度對旅遊動機之ANOVA變異數分析 41
表4-4-4 職業對旅遊動機之ANOVA變異數分析 42
表4-4-5 婚姻狀況對旅遊動機之ANOVA變異數分析 43
表4-4-6平均月收入對旅遊動機之ANOVA變異數分析 43
表4-4-7 現在居住地對旅遊動機ANOVA變異數分析 44
表4-4-8 來平溪的次數對旅遊動機之ANOVA變異數分析 45
表4-4-9 預計停留時間對旅遊動機之ANOVA變異數分析 45
表4-4-10同伴性質對旅遊動機ANOVA變異數分析 46
表4-5-1 旅遊動機對滿意度之PRARSON相關分析 48
表4-6-1 旅遊體驗滿意度對重遊意願之PEARSON相關分析 49
圖次
頁次
圖1-3-1 平溪線路線圖 5
圖2-1-1 台灣鐵道路線分布圖 10
圖2-3-1假設模型 15
圖3-1-1 研究架構圖 25

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