港口美學知覺與遊客滿意度關聯性之研究以觀光動機為干擾

The Relationship between Perception of Port Aesthetics and Tourists' Satisfaction: The Moderating Effect of Tourism Motivation

近年來各國的港口城市紛紛從原本的純商業港口轉變成涵蓋觀光遊憩功能的綜合型港口。港口變成一個旅遊目的地，而港口的環境美學塑造，是否能讓遊客在觀光遊憩時感到滿意變得十分重要。現存的研究發現，不同遊客的動機對港口環境美學知覺和遊客滿意度之間的因果關係具有調節作用，使得觀光動機此一變數值得進一步探討。本研究的目的是要瞭解港口美學知覺與遊客對港口滿意度之關聯性，並以觀光動機作為干擾變項。本研究以立意抽樣法收集有效樣本共385份，進行因素分析與階層迴歸分析，研究結果發現港口美學知覺與遊客滿意度間有顯著的關聯，其中，觀光動機扮演著部分干擾角色，根據上述研究結果提出建議予港口相關觀光管理單位與業者參考。
Port operating is the leading factors of a country , s progress and prosperity. Recently, the waterfront port-cities have undergone transformation from the original commercial functions into a comprehensive port that characterized with both tourism and recreation functions. To tourists, ports become a tourism destination that make it is crucial to shape the landscape of port with aesthetics to satisfy the tourists. Meanwhile, extant research found that different tourists motivations have moderating effects on the relationship between aesthetics perception and tourists satisfaction, and that make this issue worth further explored. The objective of this study is to understand the relationship between port aesthetics perceptions and tourists satisfaction, also examine the moderate effects of tourism motivation. A total of 385 valid samples were collected by using purposely sampling. Factor analysis and hierarchy regression were adopted in data analysis. The results show that port aesthetics perceptions have significant impacts on tourists satisfaction,and tourism motivations play partial moderating roles. The resolution of this research offers related authorities industry members some practical suggestions onport tourism management.