隨著經濟條件、生活型態需求的改變、現代人對休閒生活品質的重視以及週休二日政策的實施，旅遊是現在社會最常見的休閒活動。人們對於休閒旅遊品質重視程度的提高，因此了解遊客所重視的感覺，找出檜意森活村的創新服務與服務品質和遊客滿意度間的關係。 本研究以嘉義市檜意森活村的遊客為研究對象，利用問卷調查的方式，探討遊客旅遊動機、創新服務、服務品質及遊客滿意度間的關係。問卷的發放採用網路問卷，有效問卷回收總計231份。透過描述性統計、信效度分析、T檢定與單因子變異數分析以及相關分析進行統計分析。經統計分析結果，獲得的研究結論如下：一、檜意森活村遊客之人口統計變項與旅遊動機有顯著差異獲得部份支持。二、檜意森活村遊客之人口統計變項與創新服務有顯著差異獲得部分支持。三、檜意森活村遊客之人口統計變項與服務品質有顯著差異獲得部分支持。四、檜意森活村遊客之人口統計變項與遊客滿意度有顯著差異獲得部分支持。 With the economic conditions, on the change of lifestyle needs , people pay attention to the quality of lifestyle and implementation of the two-day weekend policy. The most popular leisure activities in modern society is tourism. People pay much attention to the quality of lifestyle. Therefore , understanding the feeling of tourism is relationship of innovative services ,service quality and satisfaction on visitor in the Hinoki Village. The target group for this survey is visitor of honoki village. The use of a questionnaire survey to discuss tourist motivation , innovation service ,quality of service and tourist Satisfaction. The questionnaire is based on artificial dispatching and network questionnaire. Effective questionnaire was collected by 231.Statistical Analysis Research through descriptive statistics , Effective analysis, T test, One-way analysis of variance (one-way anova) and analysis of Correlation.Through statistical analysis of results obtained conclusions are as follows.1.Demographic variables of Hinoki Village and tourist motivation has Significant differences in partial support.2.Demographic variables of Hinoki Village and innovation service has Significant differences in partial support.3.Demographic variables of Hinoki Village and quality of service has Significant differences in partial support.4.Demographic variables of Hinoki Village and tourist satisfaction has Significant differences in partial support.
