大陸觀光客對台灣旅遊設施滿意度之研究

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Title:	大陸觀光客對台灣旅遊設施滿意度之研究 The Travel Facilities Satisfaction for Tourists form China to Taiwan-A Case Study of Sun-Moon Lake
Authors:	黃珮雯
Contributors:	嘉南藥理科技大學：休閒與空間資訊研究所陳冠位
Keywords:	重遊意願消費者行為設施滿意度 revisiting willingness consumer behavior facilities satisfaction
Date:	2011
Issue Date:	2011-10-24 15:02:19 (UTC+8)
Abstract:	台灣豐富多元的自然遊憩景點中，日月潭為最著名的觀光勝地，一直以特殊的高山湖泊景觀著稱；並且隨著開放大陸觀光客來台觀光的政策實施，日月潭國家風景區成為大陸觀光客前往的地方之ㄧ。本研究以探討大陸觀光客對於日月潭國家風景區的設施、設備上的滿意度及重遊意願之相關性為主，以來台之大陸觀光客作為實證對象，使用便利抽樣，共計發出350份問卷，回收275份，有效問卷234份，佔85%。並以描述性統計、信度分析、單因子變異數分析、獨立樣本t檢定等方法進行分析，獲得結果詳述如下：一、遊客的重遊意願與整體設施滿意度間關係是明顯存在的，整體滿意程度越高，重遊意願會越高。大陸觀光客滿意日月潭國家風景區且非常願意重遊此區的佔整體受訪者39.68%，在本研究的調查裡面，針對整體設施滿意程度高的受訪者跟重遊意願高的受訪者進行交叉比對，本研究發現整體設施滿意程度高的受訪者裡面，重遊意願亦高，顯示整體設施滿意度對於重遊意願有著相當程度的影響。二、大陸觀光客對整體設施滿意度方面，非常滿意則是佔整體受訪者71.4%，不滿意百分比佔整體受訪者7.7%，顯示滿意度非常高；大陸觀光客對再度重遊意願部份，有重遊意願的占整體受訪者79.4%，沒有重遊意願的占整體受訪者3.8%。由此可知，大陸觀光客對於日月潭國家風景區之滿意程度相當高，相對的也會提高大陸觀光客重遊之意願。三、大陸觀光客對設施滿意程度較高的前三項為：植栽綠化程度（4.45%）、植栽種類多樣性（4.42%）、植栽與周遭環境協調搭配性（4.39%）；目前亟需改善的設施為：停車位數量（3.39%）、人行步道寬度（3.97%）、涼亭設置數量（4.00%）。四、大陸觀光客對未來設施增設需求方面，前三項分別是為「遊客服務中心（16.70%）」、「路燈（14.78%）」、「涼亭（13.90%）」。　　根據本研究之結論，以提供國家風景區相關產業及後續研究者具體之建議。 Taiwan has a rich offering of natural recreation and scenic spots. Sun Moon Lake is the most famous of these sightseeing areas. It is famous for its special mountain lake landscape. Along with Taiwan’s policy implementation of allowing Mainland Chinese tourists to visit Taiwan， Sun Moon Lake has become one of Taiwan’s most popular scenic spots among Chinese tourists. This research discussion “The Travel Facilities Satisfaction of Tourists from China in Taiwan-A Case Study of Sun-Moon Lake，” uses convenience sampling of 350 questionnaires with 275 responses and 234 applicable responses for an effective response rate of 85%. ” Descriptive statistics analysis” ” Independent samples t-Test” “Reliability correlation” “One-way ANOVA” were used to yield the following information: 1.An evident relationship between the return willingness and the facilities satisfaction rate exists. If the facilities satisfaction rate is high， then the return willingness rate is high as well. 39.68% of Chinese tourists polled indicated a willingness to visit Sun Moon Lake again. This research study reveals a high correlation between facilities satisfaction and return willingness. 2.71.4% of Chinese China tourists polled indicated that they were very satisfied with the facilities provided at Sun Moon Lake. Dissatisfied respondents accounted for 7.7% of the total. This reveals a high degree of satisfaction overall. Chinese tourists indicating a willingness to revisit Sun Moon Lake totalled 79.4% of poll respondents. Those indicating no desire to visit Sun Moon Lake again totalled 3.8%. Therefore， it is apparent that Chinese tourists have a high degree of satisfaction for the facilities offered at Sun Moon Lake. 3.The three most important areas of satisfaction among Chinese tourists are as follows: The availability of green areas (4.45%)、the diversity of flora（4.42%)、and the coordination of landscaping in harmony with the surrounding environment (4.39%). However， they also indicated the urgent need to improve parking facilities (3.39%)、sidewalk width (3.97%)、and the quantity of public pedestrian rest areas (4.00%). 4.Chinese tourists also want the future addition of a tourist service center (16.70%)、improved street lighting (14.78) 、and more public pedestrian rest areas (13.90%). This study concludes that supplying follow-up studies to Taiwan national scenic area management and to related industries would be beneficial in helping them attract return visitors from Mainland China.
Relation:	校內校外均不公開，學年度：99，130頁
Appears in Collections:	[Dept. of Recreation and Health-Care Management] Dissertations and Theses

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