遊憩價值、體驗、滿意度與重遊意願關係之研究──以樹林興仁花園夜市為例

本研究在探討不同背景變項的遊客在「遊憩價值」、「體驗」、「滿意度」與「重遊意願」之差異與研究變項間影響，採問卷調查法，並以「樹林興仁花園夜市」為對象，有效樣本數為396份。研究發現遊客屬性以「女性」、「青年」、「已婚」、「服務業」、「本地居民」、「機車/汽車」居多。學歷以「大學/大專」為最多；但隨著月收入的增加而減少。資訊來源多為「親朋好友」間的口耳相傳；另已有61.9％的遊客已多次（四次或以上）重遊夜市。不同遊客背景變項在「遊憩價值」、「滿意度」與「重遊意願」上有部份顯著差異；但在「體驗」上則無顯著差異。而在「遊憩價值對體驗」、「體驗對滿意度」、「體驗對重遊意願」、「滿意度對重遊意願」，均呈現顯著正相關。

This study uses questionnaire survey method to examine the relationship among traveling value, experience, satisfaction and revisiting willingness of tourists who visiting the Shulin Sing Ren Garden Night Market. The valid samplings are 396. The findings show most tourists' attributes are “female”, “the youth”, “married”, “service workers”, “local”, “motorcycle/car”. The educational background is “university or college”, however, the higher monthly income, the less visiting night market. Most tourists are referred by friends. And 61.9% of the tourists have been visited several times (four times or more). Furthermore, “traveling value”, “satisfaction”, and “revisiting willingness” have significant differentiation except for “experience”. Furthermore, “traveling value versus experience”, “experience versus satisfaction”, “experience versus revisiting willingness” and “satisfaction versus revisiting willingness” have positive correlation.