| 摘要: | 本研究係以北港朝天宮遊客為研究對象，藉以探討宗教觀光客其旅遊動機、旅遊體驗、宗教態度對宗教觀光客重遊意願的影響，本研究透過問卷調查進行實證分析，並以SPSS統計軟體進行分析，使用的統計方法包括描述性統計、T檢定、單因子變異數分析、相關分析、迴歸分析及徑路分析等。 本研究結果發現：(1) 遊客其旅遊動機在宗教信仰、教育程度、遊伴性質等人口統計變項上有顯著差異；(2) 遊客其旅遊體驗在性別、年齡、宗教信仰、教育程度、職業、月收入、遊伴性質、居住地點等人口統計變項上有顯著差異；(3) 遊客其宗教態度在年齡、宗教信仰、教育程度、婚姻狀況、職業、月收入、遊伴性質、居住地點等人口統計變項上有顯著差異；(4) 遊客於北港朝天宮的重遊意願，則因其宗教信仰之不同而有顯著差異；(5) 北港朝天宮遊客的旅遊動機、旅遊體驗、宗教態度與重遊意願彼此之間均呈現顯著正相關；北港朝天宮遊客的旅遊動機、旅遊體驗與宗教態度對其重遊意願也呈現顯著正向影響。因此，建議政府相關部門應在不改變宗教本質及確保宗教特色的條件下，輔導宗教單位，將宗教與休閒觀光相互結合，並注重遊客的心靈體驗、遊憩環境、服務設施及遊憩活動等整體遊憩功能之價值，以提供遊客良好的遊憩品質。
The major purpose of this research is to study the affection of the traveling motivation, the traveling experiences, and religious awareness to the revisiting willingness of religious tourists. The sample of the survey is based on the tourists of Chaotien Temple at Peikang. Via questionnaire, statistical analysis, and the analysis by the SPSS which brings the statistical techniques including the descriptive statistics, the T-test, the single factor variance analysis, the correlation analysis, the regression analysis and the narrow path analysis and so on. The results of this research are list below:1.About the traveling motivation, there are significant variances among the religious faith, educational background, and playmate. 2.About the traveling experience, there are significant variances among the sex, age, religious faith, educational background, occupation, income, playmate, and location. 3.About the religious awareness, there are significant variances among the age, religious faith, educational background, marital status, occupation, income, playmate, and location.4.About the willingness of revisiting Chaotien Temple at Peikang, there are significant differences in religious faith.5.The three factors including the tourists’ traveling motivation, traveling experience, and religious awareness muturally show the significant positive correlation to the willingness of revisiting Chaotien Temple at Peikan.6.The tourists’ traveling motivation, traveling experience, and religious awareness also show the remaekable positive affection to the willingness of revisiting Chaotien Temple at Peikan.In terms of this research paper, therefore, those departments related to traveling business should facilitate the religious groups to combine the religious elements and recreational factors under the circumstances of keeping the religious essence and the characteristics of religion. Meanwhile, in order to provide high quality recreation, government should also lay stress on tourist's spiritual experiences, the recreational environment, the service facilities and recreational activities. |
