| 摘要: | 近年來隨著社會經濟的繁榮與發展，使人們生活的步調隨之加快；另一方面由於國民所得的提高與政府全面實施週休二日制度後，人們有餘力追求精神生活層面的閒適與滿足；因此，休閒旅遊便成為現代人生活的一部分。然而，淡水是台灣少數兼具有歷史、人文、文化、自然景觀與觀光休閒的地區，加上政府及相關單位在各方面的建設也都非常積極；每到假日淡水總是人山人海；因此，淡水可以說是北台灣最具代表的休閒遊憩地。 本研究主要目的在探討淡水地區遊客之旅遊意象、遊憩體驗、滿意度與重遊意願間之影響關係，針對前往淡水地區觀光之遊客為主要研究對象，採用問卷調查方式進行資料蒐集，總計回收368份有效問卷，其資料分析方法包括描述性統計、因素分析、信度分析、t檢定、單因子變異數分析、迴歸分析與相關分析等統計方法進行實證分析。 其研究結果發現：前往淡水地區觀光遊客之社經背景以21-29歲之年輕人、未婚、女性，收入40,000元以下、專科/大學學歷及學生族群遊客為居多，而在旅遊特性方面，遊客之資訊來源以親友介紹為最多，來遊次數以五次以上為最多，旅遊花費以301-600元為多數，旅遊同伴以親戚朋友(含男、女朋友)為最多；而在交通工具方面以搭乘捷運為大多數，本研究結果顯示，皆與本研究之假設成立。淡水地區遊客之不同社經背景及旅遊特性對於旅遊意象與遊憩體驗呈現顯著差異；遊客之旅遊意象與遊憩體驗對滿意度與重遊意願有顯著的正向影響關係，滿意度與重遊意願間也有顯著的正向影響關係，旅遊意象與遊憩體驗間也有顯著正相關。本研究之結果期能幫助政府及相關單位或業者在對淡水進行建設時之參考。
The purpose of this study to investigate the Tamsui areas of tourist visitors image, Recreational experience, satisfaction and Willingness to Revisit between the wishes of the impact, for Tamsui to areas of tourist visitors to the main study, conducted by the survey data collection, recycling Total 368 Valid questionnaires, information analysis methods, including descriptive statistics, analysis, reliability analysis, t-test, One-Way ANOVA, regression analysis and statistical analysis of relevant empirical analysis. It’s research found that: The tourists to the Tamsui area socio-economic background of young people 21-29 years old, unmarried, female, income below NTD. 40,000, specialist / university graduate students and tourists for the majority ethnic group, and in areas of tourism, tourists The source of information to relatives and friends introduced for the most number of times to travel for up to five times over, tourism has been spent NTD. 301-600 for the majority, friends and relatives to travel companions (including the male, his girlfriend) as the most while in transport to Take the MRT to the majority, the results of this study, all with the assumption that the establishment of this study. Tamsui areas of the tourists of different socio-economic background of the travel and tourism image and recreation experience showed significant differences tourists and the tourism image of recreation experience satisfaction with the re-visit will have significant positive effects on relations, satisfaction and will travel between the re - Have been very positive impact on relations, tourism and recreation experience imagery There is also a significant positive correlation.The results of this study was to help the government and related units or businesses in the construction of Tamsui for a reference. |
