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題名 | 觀光吸引力對遊客滿意度與重遊意願影響之研究--以新竹縣內灣風景區為例=The Influence of Attraction on Tourists Satisfaction and Revisit Intention: A Case Study of Neiwan Scenic Area, Hsinchu |
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作者 | 溫明桂; 張鉯崴; | 書刊名 | 休閒事業研究 |
卷期 | 13:2 2015.06[民104.06] |
頁次 | 頁1-19 |
分類號 | 993.01317 |
關鍵詞 | 觀光吸引力; 遊客滿意度; 重遊意願; 中介效果; Tourism attraction; Visitor’s satisfaction; Revisit intentions; Mediated effect; |
語文 | 中文(Chinese) |
中文摘要 | 國內之觀光遊憩景點眾多,新的觀光景點也如雨後春筍般在網路等各媒體中出現,要如何在競爭激烈的眾多旅遊觀光景點中脫穎而出,並將遊憩景點之魅力及特色建立為觀光吸引力。提供消費者適當的資源與服務,以滿足消費者的需求,進而提升遊客之重遊意願,是觀光行銷的核心重點。本研究以新竹縣內灣風景區之遊客為調查對象,採便利抽樣方法,計蒐集 415份有效問卷(回收率 83%),進行複迴歸分析,以驗證遊客滿意度在觀光吸引力及重遊意願的中介效果。研究結果顯示:一、觀光吸引力的地方屬性、服務設施、交通易達性三個面向對遊客滿意度具有正向影響。二、觀光吸引力的地方屬性、服務設施、交通易達性三個面向對重遊意願具有正向影響。三、遊客滿意度在觀光吸引力的地方屬性面向與重遊意願間具有部分中介效果;遊客滿意度在觀光吸引力的服務設施、交通易達性等兩面向與重遊意願間具有完全中介效果。建議管理單位應提高之遊客滿意度來達成吸引遊客之目的,以提高遊客對內灣風景區的重遊意願。 |
英文摘要 | This research is aimed to investigate the relationships between tourism attractions, visitor’s satisfaction and revisit intentions at Nei-Wan Area, Hsinchu County. A total of 415 questionnaires were obtained and analyzed by using mediating regression analysis. The results of survey show: (1) three types of tourism attraction “place attribution” and “service facilities”, “place reachability” had a significant effect on overall consumer satisfaction; (2) three types of tourism attraction “place attribution” and “service facilities”, “place reachability” had a significant effect on consumer revisit intentions; (3) tourist satisfaction fully mediates the effects of the two types of tourism attraction (“service facilities” and ‘place reachability”) on revisit intentions; “place reachability” is partially mediated through satisfaction in influencing revisit intentions. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。