| 摘要註: |
本研究以墾丁國家公園遊客為研究對象，主要目的在探討墾丁國家公園遊客動機、滿意度與重遊意願之研究，以便利抽樣之方式，發出問卷306份，回收有效問卷305份，有效回收率為99.67％。資料處理採敘述性統計、信度分析、t檢定、單因子變異數分析及Pearson相關檢定分析等統計方法進行資料分析。經過資料分析後得到以下之結果：一、 人口背景變項，在以女性遊客居多(59.7 %)；年齡以20-29歲居多( 41.3 %)；教育程度以大學最多( 50.8 %)，職業以學生者居多數( 27.9 %)；以未婚者為主(52.1 %)；在個人平均每月收入部分，以1萬元以下最多( 21.3 %)。二、 遊客特性與遊客旅遊動機結果；前往墾丁的次數以五次以上（44.6%）為最多；在同行同伴的部分，以家人為主（47.9%）；而受訪者旅遊資訊的來源以過去的經驗為最多（38.7%）；而在交通工具的部分，以自用汽車為最多（57.4%）；而在墾丁停留的天數最多為兩天一夜（32.8%）；有在墾丁住宿（71.8%）；而留宿的地點則以旅館/飯店較多（37%）；而此趟旅遊的個人花費的部分，以1千至5千元為主（48%）；另外有55.7%的受訪者有安排至屏東縣其他觀光景點遊玩，有80.3%的受訪者曾參與類似的國內外旅遊；而受「海角七號」到墾丁遊玩的受訪者佔31.1%，並安排至拍攝景點遊玩者佔30.8%；曾經參加過墾丁音樂節的受訪者佔23.9%，而會因為墾丁音樂節想到墾丁遊玩的人佔29.8%。在旅遊動機因素皆達顯著差異。三、 動機與此趟墾丁遊玩的整體滿意度相關性結果；『新奇』、『逃離』、『欣賞自然』、『文化』與整體滿意度呈顯著正相關。四、 滿意度與重遊意願之間的關係，是否願意推薦親友到墾丁旅遊和整體滿意度呈顯著正相關，表示若對於此趟墾丁旅遊感到滿意，將會推薦自己的親朋好友到墾丁遊玩。 The objective of this study is the tourists of Kenting National Park. The main purpose of is to investigate the relationship among visitors’ motivation, satisfaction, and revisit intention. This study utilizes convenience sampling method by distributing questionnaires to 306 tourists in Kenting National Park. There are 305 valid questionnaires collected or say 99.67% effective response rate. We then proceed with the data analysis by descriptive statistics, credibility analysis, t-test, one-way analysis of variance (ANOVA), and Pearson correlation test using SPSS 17.0.Research findings show that:1. According to demographic statistics, there are more female (59.7%), most young of age 20~29-year-old (41.3%), most with bachelor degree (50.8%), most students (27.9%) by occupation, most singles (52.1%), and most with average monthly income of less than 10 thousand NTD (21.3%).2. Based on tourists’ characteristics and travel motivation, there are most person who have visited Kenting for more than 5 times (44.6%), most people accompanied with families (47.9%), most tourists received travel information by past experiences (38.7%), most people traveled by sedans, most stayed in Kenting for 2 days and 1 night (32.8%), most stayed overnight (71.8%) and at hotels (37%), and most spent 1,000-5,000 NTD per head (48%). Moreover, 55.7% of respondents also visited other attractions in Pingtung County, 31.1% of respondents were influenced by the movie “Cape No. 7,” and also traveled to the movie spots accounted for 30.8%. 23.9% of respondents have been joined the music festival in Kenting, and 29.8% of respondents visited Kenting due to the music festival. All factors of travel motivation exhibit significant differences.3. For the correlation between motivation and general satisfaction of this trip in Kenting, the general satisfaction exhibits significantly positive correlations with “curiosity,” “escape,” “enjoy the nature,” and “culture,” respectively. 4. For the relationship between satisfaction and revisit intention, “if you would recommend your relatives and friends traveling to Kenting” shows significant and positive correlation with general satisfaction, that is, one would recommend his/her relatives and friends traveling to Kenting if he/she is satisfied with this trip in Kenting. |