旅遊意象對滿意度與重遊意願之影響研究 －以搭乘貓空纜車為例

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Title:	旅遊意象對滿意度與重遊意願之影響研究－以搭乘貓空纜車為例
Authors:	楊志雄
Contributors:	觀光休閒事業管理研究所碩士在職專班
Keywords:	旅遊意象 Tourism Image 滿意度 Satisfaction 重遊意願 Revisiting Intention 貓空纜車 Maokong Gondola
Date:	2012
Issue Date:	2012-12-13 09:11:31 (UTC+8)
Abstract:	本研究是旅遊意象、滿意度及重遊意願之影響-以搭乘貓空纜車為研究主題，本研究係採便利抽樣，受訪者為搭乘貓空纜車的遊客，共回收385份有效問卷，以李克特五點尺度進行意象與滿意度項目的衡量。在統計分析方法上，以SPSS統計軟體進行描述性統計、T檢定、單因子變異數分析、因素分析、多元迴歸分析。研究發現前往搭乘貓空纜車的遊客特性以21-30 歲為最多數、未婚、女性、學歷以大學、職業以學生、月收入以2萬-4萬元及居住在北部縣市的居多，而在遊客參與行為上，獲得搭乘資訊以電視新聞最多，使用交通工具以大眾捷運最多，觀光次數以3次最多、其他以有安排其他景點、有搭乘過纜車、有改善為最多。結果顯示遊客特性與遊客參與行為皆與旅遊意象與滿意度呈現顯著差異，旅遊意象與滿意度間也有顯著正相關影響，滿意度與重遊意願間也有顯著正相關影響。本研究結果期能提供相關經營單位營運之參考。 The purpose of this study was to investigate the relationship between tourism image, satisfaction, and revisiting intention, using Maokong gondola as the subject of this case study. This study adopted convenience sampling, with gondola passengers as the respondents. A total of 385 questionnaires were collected. A five-point Likert scale was utilized to measure the relationship between tourism image and satisfaction. SPSS statistical software was used to carry out T-test, ANOVA analysis, factor analysis, multiple regression analysis. The study found that the majority of visitors were between the ages of 21 and 30 years old, single, female, university graduates, working in the business sector, receives monthly income of NTD20000-40000, and living mostly in the northern counties. Results regarding visitor behavior indicated that television news was the key source of information about Maokong gondola and that Taipei Rapid Transit was their primary mode of transportation. In addition, the highest number of visits was 3. The results showed that visitor characteristics and visitor behavior and satisfaction with travel images show significant differences in satisfaction between the tourism image There was a positive correlation between tourism image and satisfaction, and between satisfaction and intention to revisit. The author recommends that the results of this study serve as a reference for operating business units.
Appears in Collections:	[Department of Tourism & Graduate Institute of Tourism Industry ] Thesis

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