宗教旅遊動機、滿意度與重遊意願關係之研究──以鹿港天后宮為例

A Study of Relationships among Motivation, Satisfaction and Revisit Intention in Religious Tourism: The Lukang-Mazu Temple

本文旨在建構並驗證宗教旅遊動機、滿意度和重遊意願之關係模式。本文以立意抽樣之方式，選擇彰化縣鹿港鎮天后宮媽祖廟遊客做為研究對象，共計回收229份有效問卷，資料分析方法運用探索性因素分析與結構方程模式等統計進行分析。研究結果顯示：（1）旅遊動機正向且顯著影響滿意度；（2）滿意度正向且顯著影響重遊意願；（3）旅遊動機對重遊意願的預測未達顯著水準；（4）滿意度對旅遊動機與重遊意願之關係具有顯著之中介效果。本文亦提出若干管理意涵與未來研究方向之建議。

The purpose of this study was to construct and examine the structural equation model between the variables of motivation, satisfaction and revisit intention in religious tourism. There were total 229tourists from Lukang-Mazu temple as participants. Data was analyzed by exploratory factor analysis (EFA) and structural equation modeling (SEM). The results indicated the following: (1) motivation has a positive and significant effect on satisfaction; (2) satisfaction has a positive and significant effect on revisit intention; (3) there was not a predictive effect between motivation and revisit intention; (4) satisfaction mediated the relationship between motivation and revisit intention. Managerial implications are discussed and future research directions are proposed in this study as well.