| Summary: | 碩士 === 世新大學 === 觀光學系碩士班 === 89 === The study aimed to investigate the tourists’ satisfaction at coastal recreational activities. The Jyibey Island of Penghu was chosen as the subject for the case study. The research results and findings were then offered to the government as a reference for planning as well as developing tourism and to the tourism business as a reference for operation, management and marketing so that the tourists’ needs could be further fulfilled. The goals of the study were:
1.investigating the degree of importance that the tourists who joined the coastal recreational activities placed on the physical, social, managerial, and activity facilities setting attributes,
2.investigating the satisfaction of the tourists who joined the coastal recreational activities toward the physical, social, managerial, and activity facilities setting attributes,
3.investigating the difference in the degree of importance that the tourists with different characteristics placed on each setting attribute of coastal recreational activities,
4.investigating the difference in the satisfaction of the tourists with different characteristics toward each setting attribute of coastal recreational activities,
5.investigating the correlation between the satisfaction and the degree of importance that the tourists placed on the setting attributes of coastal recreational activities, and
6.investigating the correlation between the tourists’ satisfaction toward the coastal recreational activities and their willingness to travel this place again.
To reach the goals above, the researcher first collected the relative literature and studies of the coastal recreational activities, theories on satisfaction and factors that influence the tourists’ satisfaction to serve as the basis and framework of the study. Then, the researcher designed, tested, and revised the questionnaires. Finally, the researcher conducted the case study. The sampling range was the tourists who joined the coastal recreational activities in the Jyibey Island of Penghu. Four hundred and nine questionnaireswere collected. After the invalid questionnaires were taken out, three hundred and ninety-two valid questionnaires were obtained. After inputting the information, the researcher made descriptive statistical analysis, reliability analysis, multivariate analysis of variance, correlation analysis and cross analysis by using the statistical software SPSS. The findings were as follows:
1.In terms of the social and economical attribute, the tourists who joined the coastal recreational activities in Jyibey Island were mainly those who were young, unmarried, students, with higher educational background, with lower income, and from the northern area of Taiwan.
2.In terms of the traveling characteristics, the proportion of tourists who joined the G.I.T. was equal to the proportion of F.I.T.. The traveling companions were mostly classmates, friends, and colleagues. The sources of traveling information were mainly from the travel agencies or relatives and friends. Most tourists did not have the experiences or training on coastal recreational activities. The most favorite traveling activity was the sightseeing of nature.
3.In terms of the tourist satisfaction, the total percentage of “very satisfied” and “satisfied” was 45.9%; the total percentage of “unsatisfied” and “very unsatisfied” was 14.3%; the percentage of “common” was 39.5%.
4.The percentage of those who were willing to travel this place again was 73.0% and the percentage of those who were willing to recommend this place to their friends and relatives was 81.6%.
5.The results of the investigation of the research hypothesis were:
a.Among the social and economical attributes, only “gender” and “educational background” showed significant differences in the degree of importance that the tourists placed on the coastal recreational activities. And only “educational background” and “occupation” showed significant differences in the satisfaction toward the coastal recreational activities.
b.Among the tourists’ traveling characteristics, no significant differences were found in the degree of importance that the tourists placed on the coastal recreational activities. In addition, only “with or without the experience of joining the coastal recreational activities” and “with or without the training of coastal recreational activities” showed significant differences in the satisfaction toward the coastal recreational activities.
c.There was significant correlation between the satisfaction and the degree of importance that the tourists placed on the setting attributes of coastal recreational activities.
d.There was significant correlation between the tourists’ satisfaction toward the coastal recreational activities and their willingness to travel this place again, and the correlation was positive.
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