屏東縣東港鎮地區遊客旅遊動機、滿意度與重遊意願之研究

A Study on the Travel Motivation, Satisfaction, Re-visit Intention of the Tourists Visiting Donggang Township, Pingtung County

台灣積極對外發展觀光，開放陸客來臺，國內亦隨著時代進步，經濟發展快速，交通便利，現代人生活型態與消費習慣改變，加上政府積極發展觀光產業，每逢週末假日，各地區觀光旅遊景點人潮總是絡繹不絕。觀光旅遊儼然已成為國人週休假日的重要休閒活動之一，為因應觀光旅客活動需求，各地方政府無不積極發展地方觀光，發展觀光的主要方式包含：了解當地自然資源、促進文史資源發展、凸顯風俗文化、歷史真義傳承、自然景觀維護、結合地方特色創新發展。因此，本研究以屏東縣東港鎮地區觀光旅遊為探討主軸，了解旅客至東港鎮旅遊的動機、滿意度與重遊意願。本研究透過問卷調查法，採取立意抽樣方式，以東港地區遊客為主要研究對象，本研究總共發放320份，有效問卷303份，無效問卷17份，有效回收率達94%。問卷回收後以SPSS中文版統計軟體進行資料分析，研究結果顯示，不同屬性的遊客與旅遊動機、旅遊滿意度有部份差異；旅遊動機分為三個構面：「文化動機」、「人際動機」與「生理動機」；旅遊滿意度分為兩個構面：「旅遊環境」與「心理感受」；東港地區遊客的旅遊動機與旅遊滿意度呈現正向相關，旅遊動機與重遊意願呈現正向相關，旅遊滿意度與重遊意願呈現正向相關。

To expand its tourism in the international market, Taiwan has become open to the tourists from Mainland China. Keeping pace with the times, Taiwan has witnessed a rapid economic development, a convenient transportation, and a change in the lifestyle and consumption habit of modern people. Moreover, the Taiwanese government has been active to promote the tourist industry. For all these measures, the tourist destinations in Taiwan have always become crowded on weekends and holidays. It seems that traveling has become one of important leisure activities for the Taiwanese on weekends and holidays. To meet the tourists’ demands for activities, all the local governments have spared no efforts to push forward regional tourism through the following ways – introducing local natural resources, promoting the development of literary and historical resources, highlighting customs and cultures, carrying forward historical heritages, safeguarding natural landscape, and seeking innovative development with local characteristics. Therefore, this study focuses on the tourism in Donggang Township, Pingtung County, and probes into the travel motivation, satisfaction and re-visits intention of the tourists visiting the area. With a questionnaire survey and the purposive sampling, this study took the tourists visiting Donggang Township as the subjects. In this study, 320 copies of the questionnaire were distributed and retrieved. Of the retrieved ones, 303 were valid while 17 invalid, with a valid retrieval rate of 94%. Then, the Chinese version of SPSS was adopted to analyze the data in the retrieved copies. According to the research results, there was some difference in travel motivation and satisfaction among different tourists. Travel motivation was divided into three dimensions, namely, “Cultural motivation”, “Interpersonal motivation” and “Physiological motivation”; travel satisfaction comprised two dimensions, “Travel environment” and “Feeling”. There was a positive correlation between the travel motivation and satisfaction of the tourists visiting Donggang Township, between the travel motivation and re-visit intention, and between travel satisfaction and re-visit intention.