| 摘要: | 本研究在探討集集地區遊客之旅遊動機、滿意度及重遊意願，並進一步分析集集地區服務設施應加強改善的項目及影響遊客重遊意願的因子。本研究採問卷調查方式，便利抽樣集集地區的遊客，以進行資料搜集，共得386份有效問卷。資料分析方法包括描述性統計、T檢定、單因子變異數分析、皮爾森積差相關、因素分析、信度分析，迴歸分析及重要表現程度分析法(IPA)。研究結果發現： 1. 遊客年齡以21-30歲、學歷大專院校、居住於中部地區，及自行開車前來遊玩者居多。2. 十五項旅遊動機問項以「鬆弛身心」、「為了出去走走」、「欣賞鄉野的自然田園景色」等三項平均數最高。經因素分析，動機可分為「逃避規律」、「歷史人文」、「賞景放鬆」等三個因素構面。3. 旅遊動機與集集地區服務設施的行前期望有正向關係。4. 以IPA方法分析遊客之行期期望和實際體驗，「停車場」、「廁所」及「人車分道設施」等三項屬加強改善項目。5. 以迴歸方法分析遊客重遊意願的影響因子，發現「逃避規律動機」、「歷史人文動機」及「休憩場所的實際體驗」為重要的影響因子。
The purpose of this research is to investigate the travel motivation, satisfaction and willingness to revisit of Chi-Chi area visitors, and to analyze the attributes of Chi-Chi service facilities for future improvement and the factors to the visitors’ willingness to revisit. A structured questionnaire was designed to collect the empirical data from the visitors. By means of convenience sampling, a total number of 386 valid samples were obtained. The data was analyzed by using descriptive analysis, t-test, one-way ANOVA, Pearson correlation, factor analysis, reliability analysis, multiple regression and importance-performance analysis(IPA). The results are as follows. 1. Most respondents are 21-30 years old, college students, live in the adjacent area and visit Chi-Chi area by cars. 2. Among 15 travel motivation items, ‘relaxing’, ‘getting away from the routines’, and ‘enjoying the natural rural landscape’ are the three highest motivations. By using factor analysis, three motivation factors were extracted and named as ‘escaping the routines’, ‘history and culture’, ‘sightseeing and relaxing’. 3. A positive correlation exists between travel motivation and pre-trip expectation for service facilities. 4. By using IPA to analyze visitor’s pre-trip expectation and on-site experience, three attributes of service facilities, ‘parking lots’, ‘pubic toilets’, and ‘the division of walkway and driveway ’, are for future improvement. 5. By using multiple regression, ‘motivation of escaping the routines’, ‘motivation of history and culture’, and ‘on-site experience in the recreational places’ are the important factors that positively affect the visitor’s willing to revisit. |
