日本遊客對台南古蹟的旅遊動機、滿意度與重遊意願之研究

A Study on the Tourist Motivation, Satisfaction and Revisiting Intention of Japanese Tourists toward Tainan Heritage

本研究旨在探討日本遊客到台南古蹟觀光的旅遊動機、滿意度與重遊意願。首先，由449份日客問卷之因素分析結果指出，日客旅遊動機有身心抒發動機、文化體驗動機及感官享受動機等三種，旅遊滿意度有導覽活動規劃滿意度、飲食及交通規劃滿意度、環境規劃滿意度等三種。接著，由t檢定與變異數分析可知，年齡、教育程度、職業、到台南次數、婚姻狀況等變數會影響遊客之旅遊動機與滿意度。而強化日客之身心抒發動機、文化體驗動機，並提高其導覽與活動滿意度、環境規劃滿意度，可增加其重遊意願。故本研究建議，台南古蹟之經營規劃應多元化發展，滿足不同屬性日客的需求，以吸引更多日客至台南觀光。

The purpose of this study is to analyze the Japanese tourists’ tourist motivation, satisfaction and revisiting intension toward Cultural Heritage of Tainan. Firstly, factor analysis is applied to categorize the data of 449 tourists’ motivation and satisfaction. The results showed that the tourist motivation is consisted of ‘physical and mental relaxation’ factor, ‘cultural experience’ factor and ‘esthetic sense enjoyment’ factor ; while the tourist satisfaction is composed of ‘guiding and show arrangement’ factor, ‘dietary and transportation arrangement’ factor and ‘environment arrangement’ factor. Secondly, data analysis verified by t-test and analysis of variance (ANOVA) showed that social status variables such as age, education, occupation, times of being to Tainan and marital status can affect tourists’ tourist motivation and satisfaction. Finally, the revisiting intension of Japanese tourists can be enhanced by stimulating tourists’ physical and mental relaxation motivation, cultural experience motivation and increasing their guiding and show arrangement satisfaction and environment arrangement satisfaction. To attract more Japanese tourists, we suggest that managers should diversify the tourist development of Tainan cultural heritage to satisfy the needs of tourists with various social statuses.