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    Please use this identifier to cite or link to this item: http://asiair.asia.edu.tw/ir/handle/310904400/112205


    Title: 廣興紙寮的觀光吸引力、體驗價值、遊客滿意度與重遊意願關係之研究
    A Study of the Relationships among Tourism Attraction, Experiential Value, Customer Satisfaction and Revisiting Intentions at Guang-Xing Paper Mill, Nantou, Taiwan
    Authors: 湯淑雯
    TANG, SHU-WEN
    Contributors: 休閒與遊憩管理學系碩士在職專班
    Keywords: 觀光工廠;廣興紙寮;觀光吸引力;體驗價值;遊客滿意度;重遊意願
    tourism factory;Guang-Xing Paper Mill;tourism attraction;experiential value;customer satisfaction;revisiting intention
    Date: 2019
    Issue Date: 2019-10-22 16:46:19 (UTC+8)
    Publisher: 亞洲大學
    Abstract: 本研究目的旨在探討廣興紙寮的觀光吸引力、體驗價值、遊客滿意度與重遊意願之關係。本研究採問卷調查法,以自填式問卷針對廣興紙寮園區遊客進行問卷調查,於2019年2月6日至3月2日期間共發出問卷250份,回收問卷數 248份,有效問卷數234份,有效回收率 93.6﹪。
    將回收資料經統計分析後,其研究結論如下:
    一、不同背景受訪遊客對觀光吸引力沒顯著差異,而不同教育程度在體驗價值的投資報酬及重遊意
    願有顯著差異;不同職業在體驗價值的投資報酬及遊客滿意度有顯著差異。
    二、在各構面認同上:
    1.觀光吸引力題項中以廣興紙寮的製紙環境深具教育傳承意義的認同度最高。
    2.體驗價值題項中以觀賞廣興紙寮內職人(製紙師傅)手工製紙過程賞心又悅目的認同度最高。
    3.遊客滿意度題項中以到廣興紙寮獲得的製紙技藝知識是一項物超所值的收穫認同度最高,而廣興
    紙寮環境清潔度及空間規劃讓我覺得滿意認同度最低。
    4.重遊意願題項中以我會很樂意建議並推薦親朋好友到廣興紙寮旅遊的認同度最高。
    三、受訪遊客認為廣興紙寮之整體觀光吸引力分別與受訪遊客之整體體驗價值、其整體滿意度、及
    其整體重遊意願有顯著正相關,受訪遊客之整體體驗價值分別與其整體滿意度、及其整體重遊
    意願有顯著正相關。另外,受訪遊客之遊客整體滿意度與其整體重遊意願有顯著正相關。
    根據本研究結果,建議改善廣興紙寮的環境清潔及空間規劃、並經常依顧客滿意度喜好改良產品及服務。
    The purpose of this study was to investigate the relationships among the tourism attractions, the experiential values, the customer satisfactions and revisiting intentions at a tourism factory, Guang-Xing Paper Mill, Nantou, Taiwan. This study adopted questionnaire survey. Two hundred and fifty tourists were selected in this cross-sectional, descriptive study by using a structured questionnaire. Two hundred and thirty-four valid data were used to analyze as the results, the valid corresponding rate was 93.6%. The surveys were conducted during the period of February 6 to March 2, 2019. The results of this study were the followings:
    1.There were no significant differences between the tourism attractions and the
    demographic variable of the surveyed tourists. The educations of the surveyed
    tourists were significantly different to the experience values and the
    revisiting intentions. The occupations of the surveyed tourists were
    significantly different to the experience values and the customer
    satisfactions.
    2.The highest average of the tourism attraction was “The environment of making
    handmade paper at Guang-Xing Paper Mill is full of educational meaning”. The
    highest average of the experience value was” The process of watching the
    craftsmen to make handmade paper is attractive and enjoyable”. The highest
    average of the customer satisfaction was” Getting the knowledge of making
    handmade paper is worth more than it cost”. Furthermore, the lowest average of
    the customer satisfaction was “The environmental cleanliness and spatial
    planning of Guang-Xing Paper Mill”. The highest average of the revisiting
    intentions was “I am willing to suggest and recommend relatives and friends to
    Guang-Xing Paper Mill”.
    3.The total tourism attractions of the surveyed tourists were positively
    correlated with the total experience values, the total customer satisfactions
    and the total revisiting intentions of this tourism factory respectively. The
    total experience values of the surveyed tourists were positively correlated
    with the total customer satisfactions and the total revisiting intentions of
    this tourism factory respectively. In addition, the total customer
    satisfactions of the surveyed tourists were positively correlated with the
    total revisiting intentions of this tourism factory.
    Based on the above conclusions, it suggested to improve the environmental cleanliness and spatial planning, and to improve products and services depend on the customer satisfactions.
    Appears in Collections:[休閒與遊憩管理學系] 博碩士論文

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