碩士 / 國立臺灣海洋大學 / 環境生物與漁業科學學系 / 97 / The purpose of this research is to investigate the travel motivation, pre-trip expectation, satisfaction of the actual experience and willingness to revisit of Green Bay Beach tourists, and will then provide recommendations for the government and private enterprise as a planning, development, management and marketing reference to further meet the needs of tourists.
In this study, the survey using convenience sampling method conducted to collect data, a total of 405 valid questionnaires were obtained. The data was analyzed by descriptive statistical analysis, project analysis, reliability analysis, factor analysis, one-way ANOVA analysis, correlation analysis, cross-analysis and importance-performance analysis (IPA) by SPSS. The results showed:
1. Green Bay Beach tourists were male mostly, the age was 21~30 year- old, the educational background was college or above, the occupation was students, the mean monthly income was average 35,000 NTD and lived in the northern area of Taiwan.
2. Among 11 travel motivation items, "leisure and relaxation" was the highest motivation and “spiritual growth” was the lowest one. By using factor analysis, three motivation factors were extracted and named as "spiritual growth", “consumption" and “leisure and relaxation".
3. Among 27 pre-trip expectation items, “sanitation and safety equipments" was the highest expectation and “recreation facilities planning” was the lowest one. By using factor analysis, five pre-trip expectation factors were extracted and named as “sanitation and safety equipments", “consumption”, “transportation”, “recreation facilities planning” and “service administration.
4. Among 27 satisfaction of the actual experience items, "transportation” was the highest satisfaction and “consumption” was the lowest one. By using factor analysis, four satisfaction factors were extracted and named as "service administration”, “consumption”, “recreation facilites planning” and “transportation”.
5. There is significant positive correlation between the tourists of Green Bay Beach travel motivation and satisfaction of the actual experience.
6. There is significant positive correlation between the tourists of Green Bay Beach entirety satisfaction and Willingness to revisit.
7. By using IPA to analyze visitor’s pre-trip expectation and satisfaction of the actual experience, three attributes of service facilities, "setup and clean up trash", " well-equipped sun-proof " and "the convenience of the location of the toilets and sanitation" are for future improvement.
| Identifer | oai:union.ndltd.org:TW/097NTOU5451017 |
| Date | January 2009 |
| Creators | Chia-Chi Wu, 吳家琦 |
| Contributors | Kuan-Yung Hsieh, Chun-Te Chen, 謝寬永, 陳俊德 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 97 |
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