碩士 / 銘傳大學 / 觀光研究所碩士在職專班 / 98 / Since Matsu area has been freed from the battlefield political affairs, their military bases are opened up for tourism. The North-Sea Recreation Ground which will be studied in this research is one of their most spectacular military bases opened in 1999 after the reconstruction by Lianjiang County Government and Matsu National Scenic Area, Tourism Bureau, MOTC (Ministry of Transportation and Communication).
This research aims to analyze the relationship between individual basic information and the factors of revisiting willingness with questionnaires evaluated by quantitative approach. And also by sending questionnaires randomly to the tourists in Matsu North-Sea Recreation Ground to comprehend how the revisiting willingness is affected by the service quality. Three hundred questionnaires have been sent to the tourists in Matsu North-Sea Recreation Ground since February to March, 2010. And the number of valid questionnaires is 282.
The result shows the tourists’ revisiting willingness will be influenced by their occupation, individual family income, frequency of visiting Matsu, expectation before visiting Matsu and satisfaction of service quality after visiting Matsu. The reason that there is no relevance between the satisfaction of the integral service quality and the revisiting willingness may be explained as the North-Sea Recreation Ground is the most popular sight-seeing spot and consequently people still come and visit even though the quality of service might not be good enough.
A few months after this research is finished, Matsu area will be opened up to the tourists from Fujian Province, the amount of tourists from Fujian will be more constant than tourists from Taiwan relatively; therefore, the further relevant research in the future is advised to add the sample of tourists from Fujian Province.
Key word: service quality, revisiting willingness, North-Sea Recreation Ground, important representation
| Identifer | oai:union.ndltd.org:TW/098MCU05571012 |
| Date | January 2010 |
| Creators | Jung-Yi Chen, 陳忠義 |
| Contributors | Fang,Yen-Po Ph.D, 方彥博 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 131 |
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