| 摘要: | 本研究主要目在探討日月潭國家風景區之遊客體驗、旅遊意象、滿意度及忠誠度之影響及相關性，透過問卷調查有效樣本數395份。根據所得資料以描述性統計分析、信度分析、單因子變異數分析及迴歸分析等統計方法進行實證分析，研究結果發現：1. 到日月潭國家風景區從事旅遊活動者以年輕人、未婚、女性、中收入以下、高學歷、服務業及中部地區的遊客居多。2. 遊客資訊來源以親戚朋友介紹、報章雜誌及旅遊書籍為主、散客多於團客、來遊次數以五次以上最多、停留時間一天以內居多、主要遊伴以家人居多、以自用汽車為主要交通工具。3. 遊客之總滿意度佔75.2%、有重遊意願者佔79.8%、重遊舊地佔83%、來遊次數五次以上佔35.2%。4. 遊客體驗以情感體驗中的景緻文物引發心情放鬆最高，引發好奇心(ex.邵族文化等)最低；旅遊意象以知名度意象最高，價格意象中的收費合理(ex.搭乘遊艇等)最低。5. 日月潭國家風景區的不同遊客人口統計變數、旅遊特性對遊客體驗及旅遊意象存在顯著差異。6. 日月潭國家風景區的遊客體驗的滿意度及忠誠度以情感體驗影響力最大，其次為關聯體驗。7. 日月潭國家風景區遊客旅遊意象的滿意度以服務意象影響力最大，其次為景觀意象及設施意象；忠誠度以景觀意象影響力最大，其次為服務意象。
The purpose of this research is to investigate the relationship among the tourist experience, the tourism image, the tourist satisfaction and the loyalty of the Sun - Moon Lake National Scenic Area. The total number of valid samples obtained for assessment was 395. The tools used for data analysis are descriptive statistics analysis, reliability analysis, one-way analysis of variance, and regression analysis. The results of this research are as following: 1. In terms of the demographic attributes, the major tourists who visited the Sun Moon Lake National Scenic Area are young, unmarried, females, middle income, high education, working in the service industry and from central Taiwan.2. In terms of the traveling characteristics, the sources of travel information were mainly from travel agencies or relatives and friends. Most of tourists visited the area by driving their personal automobiles instead of joining a group tour. They were usually accompanied by the family, stayed less than a day and revisited the area more than five times. The average expenditure was below NT 300 dollars.3. A high rate of 75.2% of the tourists satisfied with the trip was observed. 79.8% of the tourists showed interest in revisiting the area. 83% of the tourists were the ones who revisited the area. The percentage of the tourists who revisited the area more than five times was 35.2%.4. For the tourist experience, the feeling that most tourist have was relaxation evoked from seeing the beautiful scenery and ancient buildings. However, the feeling that the least tourists have was curiosity toward, such as, Shao Tribe culture. For the tourist image, popularity image ranked the highest and the image of reasonable charge, such as the charge of yacht boarding, ranked the lowest. 5. There is a significant difference between demographic variables and tourist experience and tourist image. Similarly, there is a significant difference between traveling characteristics and tourist experience and tourist image.6. For the tourist experience, the factor that most influenced tourist's satisfaction and loyalty is tourist's feeling experience. The second factor was relation experience.7. For the tourist image, the factor of service image influenced tourist's satisfaction most and landscape image and equipment image are the second factors. Loyalty was most influenced by the first factor of landscape image and the second factor of service image. |
