觀光意象與吸引力對滿意度與重遊意願之影響──以駁二藝術特區為例

Influence of Tourist Image and Attraction toward to Satisfaction and Revisiting Willingness–The Case of Pier-2 Art Center

近年來台灣文創意識抬頭，從北部的華山藝文特區、台中的CMP BLOCK藝術特區到高雄的駁二藝術特區，各地紛紛設立藝術特區。本研究目的在瞭解高雄駁二藝術特區遊客背景與特性，並探討遊客對駁二藝術特區之觀光意象、吸引力、滿意度與重遊意願間之影響。信效度方面，則進行項目分析、因素分析與信度分析，並對問項進行調整，刪除認知意象的「旅遊資訊充足」、觀光吸引力的「適合親朋好友一起出遊」以及滿意度的「活動廣告或文宣」三個問項。本研究採用立意抽樣，共回收390有效問卷。研究結果顯示：1.不同的人口統計變項中，僅性別對觀光意象具顯著差異；2.觀光意象顯著影響觀光吸引力、滿意度及重遊意願；3.觀光吸引力對滿意度具有顯著影響；以及4.滿意度對重遊意願具有顯著影響。再者，本研究發現駁二藝術特區1.週邊景點與餐飲選擇性皆偏少；2.公共區域及停車場動線的相關指標皆不夠明確；以及3.展覽票價偏高。故建議駁二藝術特區與大眾交通運輸業或展出單位合作，設計套票行程降低票價，同時繪製美食導覽圖與展區動線圖，以提升顧客滿意度與重遊意願。

Taiwan cultural and creative industry has been more popular lately, such as Huashan Creative Park in Taipei, CMP BLOCK Art Center in Taichung, and Pier-2 Art Center in Kaohsiung. The purposes of this study were to discover characteristics of tourist, and the relationships among tourism image, attraction, satisfaction, and revisiting willingness of tourists who visit Pier-2 Art Center. Judgmental sampling was applied and 390 valid questionnaires were collected. Results showed as following: 1.There has a significant difference between sex and tourism image. 2. Tourism Image has a significant influence among attraction, satisfaction and revisiting willingness. 3. Attraction has a significance influence on satisfaction. 4. Satisfaction has a significant influence on revisiting willingness. Besides, results indicated that Pier-2 Art Center has less choices of food and beverage as well as sightseeing, unclear signs or direction of public area and parking lot, and expensive ticket. Therefore, this study suggests that Pier-2 Art Center may collaborated with transportation or exhibition business to design package tours for cheaper ticket, as well as to design maps of gourmet around and route in Pier-2 Art Center for advancing customer satisfaction and revisiting willingness.