碩士 / 國立屏東教育大學 / 生態休閒教育教學碩士學位學程 / 100 / This study served for three purposes. Frist was to investigate the background characteristics of the tourists to the National Museum of Marine Biology and Aquarium. Second was to examine the causal relationships among tourism motivation, satisfaction, and loyalty. Last was to construct and validate the structural model among tourism motivation, satisfaction, and loyalty.
The research took the National Museum of Marine Biology and Aquarium as the base of empirical experiment, adopted the survey method, and proceeded to collect the research data by questionnaire. 530 copies were filled out and received. Among them, 515 copies were valid. The acquired data was processed by SPSS 17.0 for Windows. Item analysis, factor analysis, reliability analysis, descriptive statistics, independent-sample T Test, one-way ANOVA, Pearson product-moment correlation, and Structural Equation Modeling were used to analyze the data.
The research results included were as follows:
1. The main respondents were females in age from 12 to 20, undergraduate students; due to the location close to the southern for family traveling.
2. The main tourism motivation was“Knowledge discovery”,the most satisfied item was“Recreation experience”, while the main factor of loyalty was“Affectivity preferences”.
3. There were all positive correlations among the tourism motivation, satisfaction and loyalty of the respondents.
4. The overall modified model was fair fit the data. After conducting the Structural Equation Modeling, the results showed that the tourism motivation positively and significantly influenced the satisfaction and loyalty; moreover, the satisfaction positively and significantly influenced loyalty.
In the end, the author provided some feasible suggestions based on the conclusions, hoping they would be references to facilitate future operation and development in the National Museum of Marine Biology and Aquarium, and guidelines for future researchers to set up their research directions.
| Identifer | oai:union.ndltd.org:TW/100NPTT5587007 |
| Date | January 2012 |
| Creators | Yi-chen Yang, 楊怡瑱 |
| Contributors | Huey-Lien Kao, 高慧蓮 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 164 |
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