| 摘要: | 本研究旨在探討中國大陸觀光客對於臺北國際觀光夜市之觀光意象、情境吸引力、滿意度和重遊意願之關係。首先以量化研究為主，採調查法中的問卷方式進行調查，共發出580份，回收477份有效問卷。所得資料經由SPSS(v19.0)統計軟體分析後顯示，中國大陸觀光客對於臺北國際觀光夜市之觀光意象觀感良好，又以夜市特色認同度最高。整體而言，中國大陸觀光客對於臺北國際觀光夜市之觀光意象感到滿意度，且認為此次旅行團所安排之觀光夜市行程是值得的，並且傾向再重遊或推薦。觀光意象、情境吸引力與滿意度及重遊意願之間均呈正向關係，且與個人屬性有顯著差異，此外，由迴歸分析中得知滿意度對於觀光意象、情境吸引力和重遊意願具有中介效果，顯示四者之間有顯著因果關係，證實觀光意象、情境吸引力關係到滿意度與重遊意願。研究結果可為相關單位研擬政策之參酌。
ABSTRACT
This study explores the relationship among the Tourism Image, Situational Attractiveness, Satisfaction and the Revisiting Willingness of those tourists from mainland China to Taipei’s International Tourism Night Market. A questionnaire survey technique was used for this study, 477 effective responses were received from total of 580 distributed questionnaires. With the help of SPSS (v19.0) statistical software analysis, the result suggests that the tourists from mainland China impress with the Image of Taipei’s International Tourism Night Market, and especially appreciate with the Night Market Features. Overall, the tourists from mainland China impress with the image of Taipei Tourism Night Market, most of them satisfy with the night market group tour itinerary arrangement and are tend to revisit or make a recommendation. The survey further discovers that that is a positive correlation between the Tourism Image, Situational Attractiveness, Satisfaction and the Revisiting Willingness, though the individual character affects its significant level. Furthermore, the Satisfaction is a bridging factor to the Tourism Image, Situational Attractiveness and Revisiting Willingness. The good Tourism Image and Situational Attractiveness would result a positive Satisfaction and Revisiting Willingness. Findings of this study should be considered by the relevant government organizations.
Keywords: night market, tourism image, situational attractiveness, satisfaction,
revisiting willingnes. |
