臺南古蹟遊客旅遊動機、滿意度與認同度關係之研究
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2009
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本研究旨在了解臺南市古蹟的遊客特性、旅遊動機、滿意度與認同度之情形，進一步探討遊客旅遊動機與滿意度之間的關係情形，同時分析遊客特性、旅遊動機與滿意度對認同度之預測情形。本研究以「臺南古蹟遊客旅遊動機、滿意度與認同度之調查問卷」為研究工具，進行量化資料收集。針對2008年10月25日至11月26日，前往臺南市之遊客為調查對象，共發出600份問卷。依研究目的分別採用描述統計、獨立樣本t檢定、單因子變異數分析、雪費法事後檢定、皮爾森積差相關、典型相關與多元逐步迴歸分析等統計方式進行資料處理。研究結果發現：一、旅遊動機前五項依序為：「可以放鬆心情」、「瞭解臺南歷史」、「可緩和工作壓力與緊張」、「體驗臺灣文化的精隨」、「享受美食」。二、滿意度前五項依序為：「古蹟周邊的餐飲美食地區規劃良善」、「古蹟內的古蹟景觀具有吸引力」、「區內的導覽指標與動線設施安排得宜」、「古蹟內的古蹟具文化教育意義」、「古蹟區內的解說人員服務認真親切」。三、認同度前五項依序為：「值得推薦的觀光景點」、「能加深觀光客對臺南的印象」、「可以帶動地區的經濟發展」、「可使觀光客更了解臺南的文化」、「能代表臺南古都風華的形象」。四、不同的「性別」、「年齡」、「教育程度」、「婚姻狀況」、「造訪次數」、「交通工具」與「停留時間」七項在旅遊動機上，均達到顯著差異；而不同的「年齡」、「居住地」、「教育程度」與「交通工具」四項在滿意度上，也達到顯著差異；不同「年齡」、「居住地」、「教育程度」、「造訪次數」與「停留時間」等五項在認同度上，均達到顯著差異。五、旅遊動機與滿意度之間有兩個典型相關係數達到顯著水準。六、遊客在「交通規劃」、「到訪次數」、「經營管理」、「環境感受」與「文化體驗」等五個變項可以有效解釋及預測認同度。最後，研究者依據結論提出：1.加強各文化園區古蹟點停車場規劃與動線的連結；2.發揮古蹟特色並結合各項文化活動創造美感與溫馨的氛圍；3.加強導覽解說人員服務並創造遊客驚喜感受；4.運用古蹟歷史意象積極拓展城市文化行銷等具體建議以供相關單位訂定發展觀光策略及後續研究之參考。
The research was trying to investigate Tainan city historical monuments, travel motivation, satisfactory level and identification Level. Furthermore, inquire about the relation in between travel motivation and satisfactory level and analysis the travel motivation, satisfactory level and identification Level correlation. Through the 600 questionnaire which effective took from the Tainan tourists period on Oct 25,2008-Nov26,2008 and use the description statistics, included the independent sample t examination, the single factor variance analysis, the snow separately after the research goal spends examine, the pearson correlation and the multiple regression analysis statistic methods.Firstly, the research find the 5 key dimensions of travel motivation are may relax the mood, understood the Tainan history, relax working pressure, experiences the different Taiwan culture intense and enjoy the nice food. Secondly, the 5 key dimensions of degree of satisfaction are well infrastructure of historical monuments peripheral dining area, in the historical monuments has the attraction to more people, in the area survey target and the facility arrangement is appropriate, in the historical monuments has the culture and education significance and the instructor in historical monuments provide best service. Thirdly, the 5 key dimensions of approval first are the sightseeing scenic spot which worth to recommends, can deepen the tourist the impression , be possible to lead local to Tainan city, stimulate the economical development, be possible to make the tourists to understand Tainan's culture and can represent the Tainan ancient capital grace and talent the image. Fourthly, different “the sex”, “the age”, “the level of education”, “the marriage”, “visits of times”, “the transportation vehicle” and “ the stopping time” seven items in the travel motivation, achieves the remarkable difference. But different “the age”, “inhabited area”, “the level of education” and “transportation vehicle” four items in degree of satisfaction, also achieves the remarkable difference. Different “the age”, “the inhabited area”, “the level of education”, “visits of times” and “the stopping time” and so on five items in the approval, achieves the remarkable difference. Fifthly, in between the travel motivation and satisfactory level has two canonical correlation coefficients to achieve the remarkable standard. Sixthly, tourists can acknowledge the dimensions of transportation plan, visits times, management, environment feeling and culture experience. Finally, the researcher proposed based on the conclusion：1. To develop various cultural garden area historical monuments and link. 2. To display the historical monuments characteristic and unifies each cultural activity creation esthetic sense and the warm atmosphere. 3. To enhancement surveys the personnel serves and creates the tourist to feel pleasantly surprised, 4. To develop the civic culture marketing positively using the historical monuments history image and so on the concrete proposal, supplies the correlation unit to subscribe decides the development sightseeing strategy and the following research.
The research was trying to investigate Tainan city historical monuments, travel motivation, satisfactory level and identification Level. Furthermore, inquire about the relation in between travel motivation and satisfactory level and analysis the travel motivation, satisfactory level and identification Level correlation. Through the 600 questionnaire which effective took from the Tainan tourists period on Oct 25,2008-Nov26,2008 and use the description statistics, included the independent sample t examination, the single factor variance analysis, the snow separately after the research goal spends examine, the pearson correlation and the multiple regression analysis statistic methods.Firstly, the research find the 5 key dimensions of travel motivation are may relax the mood, understood the Tainan history, relax working pressure, experiences the different Taiwan culture intense and enjoy the nice food. Secondly, the 5 key dimensions of degree of satisfaction are well infrastructure of historical monuments peripheral dining area, in the historical monuments has the attraction to more people, in the area survey target and the facility arrangement is appropriate, in the historical monuments has the culture and education significance and the instructor in historical monuments provide best service. Thirdly, the 5 key dimensions of approval first are the sightseeing scenic spot which worth to recommends, can deepen the tourist the impression , be possible to lead local to Tainan city, stimulate the economical development, be possible to make the tourists to understand Tainan's culture and can represent the Tainan ancient capital grace and talent the image. Fourthly, different “the sex”, “the age”, “the level of education”, “the marriage”, “visits of times”, “the transportation vehicle” and “ the stopping time” seven items in the travel motivation, achieves the remarkable difference. But different “the age”, “inhabited area”, “the level of education” and “transportation vehicle” four items in degree of satisfaction, also achieves the remarkable difference. Different “the age”, “the inhabited area”, “the level of education”, “visits of times” and “the stopping time” and so on five items in the approval, achieves the remarkable difference. Fifthly, in between the travel motivation and satisfactory level has two canonical correlation coefficients to achieve the remarkable standard. Sixthly, tourists can acknowledge the dimensions of transportation plan, visits times, management, environment feeling and culture experience. Finally, the researcher proposed based on the conclusion：1. To develop various cultural garden area historical monuments and link. 2. To display the historical monuments characteristic and unifies each cultural activity creation esthetic sense and the warm atmosphere. 3. To enhancement surveys the personnel serves and creates the tourist to feel pleasantly surprised, 4. To develop the civic culture marketing positively using the historical monuments history image and so on the concrete proposal, supplies the correlation unit to subscribe decides the development sightseeing strategy and the following research.
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臺南市, 古蹟, 旅遊動機, 滿意度, 認同度, Tainan City, Historical Monuments, Travel Motivation, Satisfactory Level, Identification Level