| Summary: | 碩士 === 南華大學 === 旅遊事業管理研究所 === 95 === The study is aimed to investigate the objects who participate in the Eco-Tourism. The research has been studied from November 1st to 30th. The study started with questionnaires, requesting the tourists who visited the Yuan-Sheng Eco-Garden to fill up the questionnaires which is related to tourism activities. Among the 385 valid questionnaires descriptive statistics analysis、factor analysis、reliability analysis、independent samples t test analysis、varieties analysis、relationship analysis、paired-samples t test、 I.P.A. analysis, etc., are used to investigate the tourism motivation, and the connection between service quality and satisfaction.
The research results show the traveling motivation is mainly composed by 4 components – exploration experience, relaxation, scenic characteristics, and self development, through the elements analysis. Tourists travel with various reasons and different motivations. Traveling motivations usually correlate to customers’ prior expectations. However, most tourists usually find there are obvious discrepancies between the customers ’ prior expectations and practical experiences towards the service quality. After using I.P.A. to analyze the tourists’ prior expectations and practical experiences, I suggest the proprietor should pay much more attention to and maintain the following important requirements in order to enhance customers’ satisfaction and identification, for instance, comfortable and pleasant environment, spacious and clean surroundings, the acceptance of natural resources and artificial equipment,the artificial facilities with no strike against the environment. Furthermore, there are professional workers who can always offer considerate concerns to the tourists, help them solve problems, listen to their’ complaints with patience and proper attitudes. The workers are also capable to give correct information and keep their promises offering good service to customers on time. In addition, the workers should possess the ability to deal with kinds of emergencies occurring anytime and anywhere, being able to get along with various customers and meeting their needs. Overall, a friendly smile and polite attitude that the workers wear all the time will bring tourists security and satisfaction.
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