| 摘要註: |
本研究旨在探討佛光山佛陀紀念館遊客的旅遊動機,透過問卷調查,希望了解參觀民眾旅遊動機之四個構面-脫離取向(Escape aspect)、學習取向(Learning aspect)、社交取向(Social aspect)及參與取向(Participation aspect)之關聯性,共計發出500份問卷,回收有效問卷466份,有效回收率93.2%。在各不同人口統計變項中之受訪者分佈最高分別為:女性佔72.3%、年齡51-60歲佔29.0%、已婚佔67.6%、教育程度中大專院校佔46.8%、平均月收入2-4萬佔37.3、居住地南部佔56.2%、過去一年造訪宗教道場11次以上佔33.5%、過去一年造訪美術館/博物館次數1-2次佔40.6%、過去一年曾到訪佛陀紀念館1-2次佔36.5%、此次參觀佛陀紀念館同行者家人佔45.1%、停留時間3小時以上佔49.4%、佛教徒有74.5%、佛光會會員或其親友為62.0%。另外由變異數分析(ANOVA)與獨立樣本t檢定對遊客之不同人口背景特性(包含性別、年齡、職業、教育程度、婚姻狀況、平均月收入及居住地)於脫離取向、學習取向、社交取向與脫離取向之差異性分析與相關性分析中,本研究獲得以下結論:1.不同人口統計變項背景之遊客在脫離取向之差異性分析結果顯示,大致均無顯著差異存在,僅月收入、職業與年齡有顯著差異。2.不同人口統計變項背景之遊客在社交取向之差異性分析結果顯示,大致均無顯著差異存在,僅職業類別有顯著差異。3.不同人口統計變項背景之遊客在學習取向之差異性分析結果顯示,大致均無顯著差異存在,僅職業類別與年齡有顯著差異。4.不同人口統計變項背景之遊客在參與取向之差異性分析結果顯示,大致均無顯著差異存在,僅年齡類別有顯著差異。5.由脫離取向、學習取向、社交取向與參與取向之皮爾遜相關性檢定(Pearson Correlation Test)分析中發現,遊客在脫離、學習、社交與參與取向皆呈高度正相關。This study aimed to investigate he travel motivation og Fo Guang Shan Buddha Memorial Center tourists. Throhgh a questionnaire survey, the insights were gained into the correlations of the four aspects of the visitors' travel motivations; namely, escape aspect, learning aspect, social aspect, and participation aspect. A total of 500 questionnsire copies were distributed, of which 466 copies were recovered. This accounts for the effective responding rate of 93.2%. Among the various damographic variables, the highest distributions of respondents comprised: females accounted for 72.3%, age group 51-60 years old accounted for 29.0%, married people accounted for 67.6%, those with education levels of university/colleage accounted for 46.8%, those with an average monthly income of $20,000-$40,000 accounted for 37.3%, residents of southern Taiwan accounted for 33.5%, those with 1-2 visitts to gallery/museum over the past year accounted for40.6%, those with 1-2 visits to the Fo Guang Shan Buddha Memorial Center over the past year accounted for 36.5%, those that visited to the Fo Guang Shan Buddha Memorial Center with accompanying family members accounted for45.1%, staying for more than three hours accounted for49.4%, Buddhists accounted for 74.5%, and Buddha's Light International Association(BLIA) members of their relatives and friends accounted for 62.0%. Using ANOVA and an independent sample t-test, and correlation analysis with respect to different demographic characteristics of the tourists (including gender, age, occupation, education level, marital ststus, monthly income, and residency) in the escape aspect, learning aspect, social aspect, and participation aspect drew the following conclusions: 1.The ANOVA results of the tourists under different demographic variables in the escape aspect show that no significant difference existed, expect monthly imcome, occupation, anf age, which reached significant differences. 2.The ANOVA results of the tourists under different demographic variables in the social aspect show that no significant difference existed,except occupation and age, which reached significant differences. 3.1.The ANOVA results of the tourists under different demographic variables in the learning aspect show that no significant difference existed, except occupation and age, which reache significant differences. 4.The ANOVA results of the tourists under different demographic variables in the escape aspect show that no significant difference existed, except age, which reache significant differences. 5.The Pearson Correlation Test adopted in the analysis of the escape aspect, learing aspect, social aspect, and participation aspect shows that the torists showed a high degree of positive correlation in escape, learing, socail, and participation aspects. |