大陸觀光客參觀動機及滿意度之研究-以中正紀念堂為例

Abstract

中正紀念堂係文化部所屬文化機構，為大陸觀光客來臺旅遊熱門景點，其服務品質之良窳，具臺灣文化觀光服務水準之指標性意義，爰本研究探討參觀中正紀念堂大陸觀光客的參觀動機和滿意度，採用問卷調查法，回收有效樣本230份。大陸觀光客的參觀動機依序為崇拜、社交娛樂、歷史與種族、脫離放鬆及教育與文化，崇拜為大陸觀光客最重要的動機因素。陸客感受服務大於行前期望的服務，表示對中正紀念堂服務感到滿意。再訪及推薦給親友的意願高，顯現中正紀念堂服務品質已滿足陸客的需求。 研究發現大多數受訪陸客對蔣介石持正面的評價，首度證實大陸觀光客對蔣介石的崇拜。另高於七成的受訪者表示，參觀後對蔣介石有不同的理解，更為全面、重新認識相關歷史，顯示中正紀念堂已發揮紀念館的核心價值，達到博物館教育和學習的目的。 本研究發現中正紀念堂本身的拉力因素，包括崇拜、歷史與種族、教育與文化等，比觀眾內在的脫離放鬆、社交娛樂的推力因素更為重要。因此，中正紀念堂業務發展應以紀念蔣中正總統、中國近現代史、教育與文化為主，社交休閒為輔，以滿足觀眾多元的需求。The Chiang Kai-shek Memorial Hall is a cultural institution which belongs to the Ministry of Culture. To visitors from China, it is a popular tourist spot in Taiwan. The service quality of CKS Memorial Hall has a guiding significance to the service standard of Taiwanese cultural tourism. This research explores the motivations and satisfaction of Visitors from China to the Hall and adopts a questionnaire survey. A sample of 230 people was surveyed. The motivations of visitors from China are reverence, social recreation, history and races, escapism and relaxation, and education and culture. Reverence is the most important motivation of visitors from China. Perceived service of mainland tourists is higher than expected service. It represents a satisfactory quality. Mainland tourists are willing to visit the CKS Memorial Hall again and recommend it. It shows that the Hall has better service quality to satisfy mainland tourists. The research found that majority of surveyed mainland tourists has positive judgment to Chiang Kai-shek. It is proved firstly that Mainland tourists reverence him. Also, more than 70% of indicated that they had more different understanding to Chiang Kai-shek and knew relative history again more thoroughly after visiting there. It shows that the Hall has abided by the core value and has achieved educational and learning goals of the museum. It is found that the Hall’ pull factors including reverence, history and races, education and culture are more important than Mainland tourists’ push factors including escapism and relaxation, and social recreation. Therefore, in order to satisfy audiences’ multiple needs, the CKS Memorial Hall should mainly focus her development on commemorating President Chiang Kai-shek, modern Chinese history, education and culture, and appropriately on the social recreation.