景點吸引力與品牌價值對遊客的重遊意願之研究：以台南台灣好行安平線為例

Destination Attractions, Brand Values and Intentions to visit for the Tourists-The case of Tainan Anping Shuttle Service

遊客重遊意願對台灣好行台南安平線在觀光發展和遊客經營管理上佔有很重要的角色，因此本研究目的在瞭解台灣好行台南安平線遊客的旅遊特性及探討台南安平的景點吸引力、台灣好行的品牌價值對台南安平重遊意願之相關研究。以搭乘台南安平線的遊客為研究對象，採便利性抽樣，共發出210份問卷，得到有效問卷的比率96%。統計分析以描述性統計、獨立樣本T檢定、單因數變異數分析、簡單迴歸及多元迴歸進行分析。研究結果與後續建議在本文最後說明。 Traveler's intention to visit is an important part for the Tainan Anping Route of Taiwan Tourist Shuttle service. The purpose of this research was to investigate the relationship among destination attractions, brand value and intention to visit for the tourists who were took Tainan Anping route. A total of 202 questionnaires distributed and got the ratio of questionnaires 96%. Statistical analysis was used to test hypotheses and descriptive statistics, independent samples T-test, ANOVA and multiple regression analysis. Several suggestions of destination management relative to Taiwan Tourist Shuttle service would be discussed in the end of this thesis.