遊客觀光意象與滿度之關係研究──以安平古堡為例

The relationships between tourism image and satisfaction: A Case of the Anping Fort

本研究旨在了解安平古堡觀光意象與遊客滿意度之關係。透過網路問卷調查，採立意抽樣方式，以安平古堡的遊客為研究對象，共計獲得311份有效問卷，運用驗證性因素分析與結構方程模式進行分析。研究結果發現：觀光意象正向且顯著影響滿意度。本研究經由結構方程模式分析之後，所提出觀光意象與滿意度之關係模式適用於此研究，安平古堡遊客觀光意象與滿意度之關係密切，遊客的觀光意象可視為滿意度的重要影響因子。因此，建議相關單位加強遊客對安平古堡的品質意象、服務意象、歷史文化意象、知名度意象等認知，藉以提升遊客對安平古堡的滿意度。

The purpose of this study was to examine the relationships between tourism image and satisfaction. The study used an online questionnaire survey, drawing from a purposive sample fromAnping Fort tourist. A total of 311 usable structured questionnaires werecollected. Data was analyzed by confirmatory factor analysis (CFA) and structural equation modeling (SEM). The analytical results showed a good fit to overall model. Tourism imageis positively related to satisfaction, and tourism imageis the most important element for satisfaction. Therefore, strengthen the quality image, service image, history and culture image, reputation image of tourists are recommended to enhance the satisfaction of tourists.