| 摘要: | 本文以遊客的旅遊意象、顧客滿意度與重遊意願之關聯性作為主題,並以入宿宜蘭礁溪奇立丹溫泉民宿的遊客為調查對象。本研究依照文獻探討為依據,建立遊客旅遊意象、顧客滿意度與重遊意願之關聯性架構,調查有效樣本282份,有效問卷回收率為100%。本研究結果發現:不同背景變項的遊客對於旅遊意象有影響效果,其中婚姻狀況、交通工具、入住次數及居住地的變項中有顯著差異;不同背景變項的遊客對於顧客滿意度有影響效果,職業及入住次數的變項中有顯著差異;不同背景變項的遊客對於重遊意願有影響效果,婚姻狀況、交通工具、同行夥伴、年齡層及入住次數的變項中有顯著差異;旅遊意象對重遊意願有正向影響效果,交通運輸、資訊提供與熟悉度與重遊意願呈現顯著的正向關係;顧客滿意度對重遊意願有正向影響效果,價格品質、環境品質與服務品質與重遊意願呈現顯著的正向關係。最後,根據上述的研究結論,本研究提出具體建議,以作為業者及未來研究者進行後續研究之參考。
The research took the relevance among tourists’ tourism image, customer satisfaction and revisit intention as a theme. This was a case study of Yilan Jiaosi Qilidan hot spring bed and breakfast. The research framework was based on information developed from tourism image, customer satisfaction and revisit intention on the surveyed data. The survey sampling size is 282(the rate of response was 100% with random sampling approach. The results of my research were as follows: (a) the differences of various background vari ables toward tourism image has effects; there are significant differences among marriage status, transportation, the number of staying times and current address; (b) the differ ences of various background variables toward customer satisfaction has effects; there are significant differences among career and the number of staying times; (c) the differences of various background variables toward revisit intention has effects; there are significant differences among marriage status, transportation, companions, age and the number of staying times; (d) tourism image has positive effects to revisit intention, and transporta tion, information, familiarity and revisit intention show significant positive relationship (e) customer satisfaction has positive effects to the quality of price, environmental quality, the quality of service and revisit intention show significant positive relationship. Finally, the author provided specific recommendations as a reference for future researchers according to the conclusions of the study. |
