本研究主要目的在探討宗教觀光吸引力、滿意度與忠誠度間之關係，以佛光山遊客為研究對象，期望藉由研究調查對佛光山宗教觀光特性作更深入的了解。問卷調查結果共獲得386份有效問卷，採用敘述性統計分析、因素分析、單因子變異數分析等方法來分析遊客特性及遊客人口統計變數與旅遊動機、認知價值、吸引力、滿意度、忠誠度間之差異。此外，本研究並應用線性結構關係模式來建構宗教觀光吸引力、滿意度與忠誠度之關係模式。 本研究結果發現遊客對佛光山之吸引力在性別、年齡、宗教信仰、教育程度、職業、平均月收入等人口統計變項上有顯著差異；遊客對佛光山的滿意度在年齡、宗教信仰、教育程度、平均月收入等變項上有顯著差異；遊客對佛光山的忠誠度在性別、年齡、宗教信仰、婚姻狀況、職業等變項上有顯著差異。在宗教觀光吸引力、滿意度與忠誠度之關係模式方面：旅遊動機對吸引力無顯著的正向影響；認知價值對吸引力有顯著的正向影響；吸引力對滿意度有顯著的正向影響；吸引力對忠誠度有顯著的正向影響；行前期望對滿意度無顯著影響；實際體驗對滿意度有顯著的正向影響；滿意度對忠誠度有顯著的正向影響。 The purpose of this study is to establish the model on the attraction, the tourist satisfaction and the loyalty of religious tourism. Survey data is collected by questionnaire and analyzed through the statistical methods of descriptive analysis, reliability analysis, factor analysis, ANOVA and scheffe procedure. In addition, LISREL is applied to investigate the relationship among the attraction, the tourist satisfaction and the loyalty of religious tourism. The results of the study indicated that: (1) Travel motivation didn’t affect the attraction, (2)perceived value positively affected the attraction, (3)the attraction positively affected tourist satisfaction,(4)the attraction positively affected the tourist loyalty, (5)before-trip expectaion didn’t affect tourist satisfaction, (6)the experience positively affected tourist satisfaction, (7)tourist satisfaction positively affected the loyalty.
