西江支流仙女湖旅遊動機、意象與滿意度之研究

A study on Tourism Motivation, Image and Satisfaction of Xiannv Lake in Xijiang River

近年來，旅遊滿意度是留住顧客的最後一哩路，做為旅遊景區業者，無不思索如根據旅遊者的需求，以旅遊者為主導，進行旅遊行程的設計。本研究提出一個評估旅遊者對於旅遊滿意度之模式，探究旅遊意向、旅遊動機與滿意度之間的關係，分別提出旅遊意向、旅遊動機正向影響旅遊滿意度，旅遊動機正向影響旅遊意向。進而透過量化的問卷調查法，針對廣東省肇慶市仙女湖景區的遊客進行問卷調查，收集的問卷資料以SPSS軟體進行迴歸分析、T檢定及ANOVA檢定，以驗證研究模式與假說是否成立。結果指出旅遊動機與旅遊意向正向影響旅遊滿意度，旅遊動機正向影響旅遊意向，提供給仙女湖及相似旅遊資源所在政府與經營者進行管理與行銷決策參考。

In recent years, tourism satisfaction is the last mile to retain customers. As a tourist attraction, it is necessary to design the tourism itinerary with tourists as the leading factor according to the needs of tourists. This study proposes a model to evaluate tourists' satisfaction, explores the relationship among tourism intention, tourism motivation and satisfaction, and proposes that tourism image and tourism motivation positively affect tourism satisfaction, and tourism motivation positively affects tourism image. Then through the method of quantitative questionnaire, the tourists in Xiannv Lake scenic spot of Zhaoqing City in Guangdong Province were investigated. The data collected were analyzed by SPSS software, regression analysis, t-test and ANOVA test to verify whether the research model and hypothesis were established. The results show that tourism image and tourism motivation have a positive impact on tourism satisfaction, and tourism motivation has a positive impact on tourism image, which provides a reference for the government and operators of Fairy Lake and similar tourism resources to make management and marketing strategies.