| 摘要: | 本研究旨在探討旅遊決策及旅遊滿意度對重遊意願之影響，以檜意森活村遊客為研究對象。本研究首先採用遊客的人口背景變項（如年齡、教育程度、工作別、婚姻狀況、個人每月平均所得、居住縣市、性別）探討在旅遊滿意度、旅遊動機、觀光吸引力及重遊意願之差異情況。接著本研究根據過去文獻提出13個衡量旅遊滿意度之項目（包含志工服務、建築設施、傳統技藝、動線安排、美化綠化、文化古蹟、停車空間、餐飲服務、產品品質、節慶活動、知名度、旅遊花費、整體旅遊滿意度），探討13個旅遊滿意度項目與重遊意願之關聯性，最後探討旅遊決策中的同伴人數以及旅遊滿意度對重遊意願之影響力。本研究採用問卷調查法蒐集研究資料，共計獲得320份有效問卷，分析結果顯示：(1)旅遊滿意度13個項目皆與重遊意願存有顯著正相關，其中以「產品品質」的關聯度為最高，「停車空間」關聯度最低；(2)旅遊滿意度與觀光吸引力皆可正向顯著預測遊客的重遊意願。本研究分析結果可供嘉義市檜意森活村旅遊相關單位作為參考依據，藉此促進當地的觀光產業。
The purpose of this study was to explore the influence of tourism decision and tourism satisfaction on the willingness to revisit, and to study the tourists of Hinoki Village. In this study, the differences of tourist satisfaction, tourism motivation, tourist attraction and willingness to revisit were discussed by using the demographic background variable (such as age, education level, work, marital status, average monthly income, city of residence and gender). Then, according to the previous literatures, 13 items (including volunteer service, building facilities, traditional skills, traffic flow arrangement, landscaping, cultural historic sites, parking spaces, catering service, product quality, festival activities, popularity, travel expenses, overall tourism satisfaction) were proposed of tourism satisfaction. This paper probes into the relationship between 13 tourism satisfaction items and the willingness to revisit, and finally discusses the influence of the number of companions and the satisfaction of tourism on the willingness to revisit. This study uses the questionnaire method to collect the research data, a total of 320 valid questionnaires were obtained, and the results showed that: (1) The 13 items of tourism satisfaction were positively correlated with the willingness to revisit, among the correlation degree of ＂product quality＂ was the highest and ＂parking space＂ was the lowest; (2) Both tourism satisfaction and tourist attraction can positively predict the visitors ' willingness to revisit. The results of this study can be used as a reference for the tourism related units of Hinoki Village, so as to promote the local tourism. |
