The relationship among tourists, motivation, expectation and satisfaction ─ A case study of the Chitou Forest Recreational Area

• Main Authors: Cheng-Tung Liang, 梁盛棟
• Other Authors: Yui-Dung Lin
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/34335903738496052313

碩士 === 國立嘉義大學 === 森林暨自然資源研究所 === 95 === In recent years, the national income increases make people's life type attitude change gradually with economic growth. Because geographical environment in Taiwan is special, the area of woods accounts for over half in the islands. This research regards selects CHI-TOU forest reaction area as study area. The aim of this paper is to study the relationship among visitors’ travel motivation, expectation, satisfaction, and the correlation of revisiting willingness. The effective questionnaires were 600. Descriptive statistics, factor analysis, reliability analysis, t-test, one- way ANOVA analysis, Canonical correlation analysis, Importance- performance analysis and multiple regression analysis were used to analyze data. The results of this study is shown as follows: 1.The results of the study revealed that all hypothesis of this study were testified. The main travel motivations were to“far away from the city”and“enjoy the natural environment”, The main expectation were“enjoy the landscape”and“recreation facility”. The higher satisfaction items were “relax and promote emotion”. 2.A part of items of motivation, expectation, and satisfaction were significantly different among background. 3.It revealed upright direction between motivation and expectation, motivation and satisfaction by Canonical correlation analysis. The travel motivation was higher, the expectation and the satisfaction were also higher. 4.Comparison between expectation and satisfaction, expectation was greater than satisfaction. But in the multiple regression, they had high correlation and revealed upright direction. The expectation was higher, the satisfaction was also higher. 5.In the satisfaction, visitors were more satisfactory of “relax and promote emotion”, their revisiting willingness were greater. 6.Set about with the environmental education in management and administration. In order to increase visitor's satisfaction the methods such as, improve visitor's cognition of natural environment and offer the comfortable recreation facilities. To get closed to visitors by media explain facilities and offer the suggestion to communicate and exchange.