2024臺灣國際蘭展遊客觀光意象、滿意度及重遊意願之關係研究

A Study on the Relationship among Sightseeing Image, Tourist Satisfaction and Intention to Visit at the 2024 Taiwan International Orchid Exhibition

This study aimed to understand the relationship among sightseeing image, tourist satisfaction and intention to revisit at the 2024 Taiwan International Orchid Exhibition. Convenience sampling was adopted, and tourists who visited the 2024 Taiwan International Orchid Exhibition were used as the research objects. A total of 337 valid questionnaires were obtained. Descriptive statistics and regression analysis were used for statistical analysis. The research results found that: sightseeing image positively and significantly affects tourist satisfaction and intention to revisit, tourist satisfaction positively and significantly affects intention to revisit, and tourist satisfaction has a mediating effect between sightseeing image and intention to revisit. Conclusion: There is a close relationship between sightseeing image, tourist satisfaction and intention to revisit at the 2024 Taiwan International Orchid Exhibition. Therefore, it is recommended that the organizers to strengthen a good tourism image through various media, so as to enhance tourists' satisfaction when they actually visit the 2024 Taiwan International Orchid Exhibition. Through the overall evaluating, tourists willing to recommend it to others and come back to visit the 2024 Taiwan International Orchid Exhibition.