| Summary: | 碩士 === 國立屏東科技大學 === 農村規劃系 === 93 === Nowadays, the highly development of technology has led to a great pressture in the job of many people. In addition to the transformation of the industrial structure, the economic conditions of recent years have changed fleetly, such as the increase of national income, the changes of personal social concept of values and the structures of consumer lifestyles and mass media and so on. People need time for leisure activities as important as they do for working and living as well.
This research took Taiwan Flower Expo 2004, the first case in Taiwan, as the study area to investigate if any variation existed in visitors’ before-trip expectation and satisfaction of on-site experiences based on their backgrounds and travel characteristics.
A basic finding of this study has shown that visitors’ average score on before-trip expectation was higher than that of their satisfaction of on-site experiences. But in general, visitors’ overall satisfaction level was above the mean score, which indicates that they were somehow satisfied with their experiences. Secondly, four satisfaction factors were obtained by the factor analysis including the physical experience factor, landscape environment factor, service quality factor and interrupt factor.Third, after conducting the variance analysis, it has shown a significant difference in three factor among visitors of different travel characteristics besides interrupt factor. Finally, by using the important-performance analysis approach, 5 items, such as “close contact with nature and appreciation of landscape”, were found to be continuously kept, and another 3 items, such as “cover up the sunlight”, yet to be improved.
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