頁籤選單縮合
題 名 | 集集小鎮吸引力、滿意度及重遊意願之研究:遊客觀點=Jiji Town' Attractiveness, Satisfactions and Revisit Intentions: Tourists' Perspectives |
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作 者 | 柳婉郁; 謝承佑; 鄭聖玲; 游明健; | 書刊名 | 休閒產業管理學刊 |
卷 期 | 6:2 2013.09[民102.09] |
頁 次 | 頁47-72 |
分類號 | 992.3 |
關鍵詞 | 集集小鎮; 滿意度; 服務品質; 重要表現性分析法; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究以集集小鎮遊客為研究對象,對集集小鎮的吸引力、滿意度及重遊意願等進行探討,期望能對觀光景點--集集小鎮的服務品質績效進行評估,以作為相關主管機關決策之參考。本研究使用信度分析、獨立樣本t檢定分析、單因子變異數分析、相關分析以及重要表現性分析,由結果得到建議如下:(1)遊客對於集集小鎮吸引力之推力與引力等問項,有一定程度的認同,無論是其自然資源的吸引力,還是其獨特的小鎮風情等,皆是吸引遊客前來的原因。因此,本研究建議集集小鎮應繼續保持及維護其獨特的文化特色以及自然資源,並確保其設施之完好,以吸引遊客持續前來觀光,常保其人潮。(2)遊客對於其「交通的便利性」滿意程度偏低,但重視度卻偏高,且「交通運輸一滿意度」越高,「重遊意願」也相對為高,因此,本研究建議集集小鎮能與客運、旅遊業者等做整合上的行銷,推出優惠票價等,加強至集集小鎮的便利性,遊客自然會想要多次前來遊玩。(3)根據本研究之實地調查之結果,集集小鎮遊客大多為國人、陸客,比較鮮少為外國遊客,因此,本研究建議集集小鎮可加強其行銷與包裝,參加各大旅行展,將集集小鎮推上國際,吸引外國遊客前來觀光;請人擔任形象大使,宣傳集集小鎮風情,並印製多國語言之DM,以提升外國遊客之客源數。 |
英文摘要 | The subject of this study is the Chichi Town, Nantou County, Taiwan. This study mainly investigates the attractiveness, tourists' satisfactions and revisit incentives. We expect the results of our study can provide more in-depth understanding of service performance quality toward the Chichi town. In this study, the analysis tools includes reliability analysis, independent T-test analysis, one-way ANOVA analysis, correlation analysis, as well as important performance analysis. Our recommendations and suggestions are as follows: (1) of Chichi town has a certain degree of Visitors' identification, including the attractiveness of its natural resources, unique small town atmosphere, etc. Therefore, this study suggests that the Chichi town should continue to maintain and safeguard its unique cultural features and natural resources, and to ensure the integrity of its facilities to attract tourists continuing to visit. (2) Tourists have the low level of satisfaction and the high level of emphasis for traffic convenience. Therefore, this study suggests that Chichi town can improve integrated marketing, introduce the concessionary fares, cooperate with the bus industry, and strengthen to the traffic convenience of the Chi-Chi town. (3) The visitors are mostly Taiwanese and mainland Chinese and relatively few foreign tourists, Therefore, this study suggests Chichi town can strengthen its marketing and packaging to participate in the major traveling exhibition, and set up ambassador competition to promote Chichi Township. Besides, Chichi town also can print DM with multiple languages in order to enhance the promotion for foreign tourists |
本系統中英文摘要資訊取自各篇刊載內容。