| Summary: | 碩士 === 國立嘉義大學 === 森林暨自然資源研究所 === 94 === Tienwei Highway Garden is an important cultivation and production area for Taiwan flowers and landscape plantlet, it is also the largest exporting area for Taiwan chrysanthemum cut flower. Since diversified flowers and gardening plants scatter around the field and yard, it is filled with so much tourism value and educational function, its special rural view makes Tienwei the so-called “homeland of flowers”.
This article aims at studying the relationship among tourism motivation, destination image and satisfaction, the tourists who visit Tien-Wei flowers garden are used as the survey target. The relationship structure among tourism motivation, destination image and satisfaction is built based on reviewed literature, and the effective sample number in the survey is about 387. The study utilized descriptive statistics, factor analysis, t-test, one-way ANOVA, structural equation modeling (SEM) to analyze the study results and examine the research hypotheses. The study result shows that:
1. The results of exploratory factor analysis indicate that there are three dimensions of factors for the tourism motivation: “pressure relaxing”, “green landscape”, and “tourism by individual’s inclination”. There are three dimensions of factors for destination image: “relaxing and leisure environment”, “the locations of production and sale of flowers and nursery-grown plants for landscape gardening”, and “convenience and leisure at scenic spots”.
2. Among the tourists' characteristics and background, the occupation, regions, and sources of information showed significant difference in tourism motivation. Among the tourists' characteristics and background, the age, education level, occupation, vehicle, and sources of information showed significant difference in destination image. Among the tourists' characteristics and background, the education level showed significant difference in the tourists' satisfaction.
3. The path coefficient of tourism motivation on destination image is 0.48. “Tourism motivation” has obvious positive effect on “destination image”, the higher the tourism motivation, the higher the destination image recognition from the tourist.
4. The path coefficient of “tourism motivation” on “satisfaction” is 0.38. “Tourism motivation” has obvious positive effect on “satisfaction”; and through a medium variable “destination image”, a positive and indirect effect is generated. Therefore, the higher the tourism motivation, the higher the satisfaction; and the medium effect of “destination image” help to enhance tourism satisfaction.
5. The path coefficient of “destination image” on “satisfaction” is 0.28, this is also a positive effect, the deeper the tourists’ recognition on destination image, the higher their satisfaction.
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