| 摘要: | 本研究目的在探討蒜頭糖廠蔗埕文化園區遊客之旅遊意象、生活型態、體驗與滿意度關係，以描述性統計、信度分析、因素分析、T檢定分析、相關分析及迴歸法進行統計分析。研究結果發現：1.前往蒜頭糖廠蔗埕文化園區遊客之社經背景以男性、31-40歲、工商服務業、大學(專)學歷、已婚、收入20,001-40,000元居多，在交通工具以自用汽車最多，遊客之資訊來源以親友介紹為最多，旅遊同伴以家人親戚最多。2.研究發現旅遊意象、體驗及滿意度三者之間均有顯著相關；生活型態、體驗及滿意度三者之間均有顯著相關。3.分析旅遊意象與體驗對滿意度的關聯性，發現旅遊意象對體驗的顯著影響、旅遊意象對滿意度的顯著影響、體驗對滿意度的顯著影響均得到支持；體驗對旅遊意象與滿意度之中介效果亦得到支持。4.分析生活型態與體驗對滿意度的關聯性，發現生活型態對體驗的顯著影響、生活型態對滿意度的顯著影響、體驗對滿意度的顯著影響均得到支持；體驗對生活型態與滿意度之中介效果亦得到支持。
The purpose of this research is to investigate the relationship among the tourism image, the tourist experience and the tourist satisfaction of the Suan-Tou Sugar Factory. The tools used for data analysis are descriptive statistics analysis, reliability analysis, factor analysis, T test analysis of variance analysis, correlation analysis and regression analysis. The results of this research are as following: 1. The tourists to the Suan-Tou Sugar Factory socio-economic background are male, 31-40 years old, industrial business and server affairs, specialist / university graduate, married, income NTD 20,001~40,000 for the majority ethnic group, Most of tourists visited the area by driving their personal automobiles, The sources of travel information were mainly from relatives and friends, They were usually accompanied by the family.2. Study found that tourism image, experience, satisfaction were significantly correlated between the three. Study found that life style, experience, satisfaction were significantly correlated between the three.3. To analyze the correlation among tourism image, experience, and satisfaction. The result reveals that tourism image has an significant effect on experience and satisfaction. Besides, experience has much influence on satisfaction as well. In other words, experience has a mediating effect, on tourism image and satisfaction.4. To analyze the correlation among life style, experience, and satisfaction. The result reveals that life style has an significant effect on experience and satisfaction. Besides, experience has much influence on satisfaction as well. In other words, experience has a mediating effect, on life style and satisfaction. |
