知本國家森林遊樂區旅遊意象、滿意度及忠誠度之研究

Tourism Image, Satisfaction and Loyalty on Jhihben National Forest Recreation Area

本研究以林務局台東林管處知本國家森林遊樂區為研究區域，探討遊客之旅遊意象，並分析旅遊意象與滿意度及忠誠度之間的相互關係。經由因素分析，遊客對知本國家森林遊樂區之旅遊意象可分為環境體驗、設施與維護、園區服務效益以及自然資源景緻等4個面向。根據路徑分析結果，旅遊意象對於滿意度以及忠誠度均有正向顯著影響。 This study aims to explore the formation factors of the tourist's tourism images on Jhihben national forest recreation area, and to focus on the relationships between the tourism image and their satisfaction and loyalty. By using factor analysis, the tourism image can be classified into four dimensions, which include environment feeling, trail experience, tourist services and resource scenery. Through path analysis, the results show that the tourist's tourism images have significant positive effect on tourist's satisfaction and loyalty.

This study aims to explore the formation factors of the tourist's tourism images on Jhihben national forest recreation area, and to focus on the relationships between the tourism image and their satisfaction and loyalty. By using factor analysis, the tourism image can be classified into four dimensions, which include environment feeling, trail experience, tourist services and resource scenery. Through path analysis, the results show that the tourist's tourism images have significant positive effect on tourist's satisfaction and loyalty.