A Study of Tourists Travel Motivations and Satisfaction --Anping Harbor National Historical Park

• Main Authors: WU I JUNG, 吳怡蓉
• Other Authors: 文祖湘
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/86022303312858312722

碩士 === 開南大學 === 觀光與餐飲旅館學系 === 96 === The purpose of this research is to understand the visitors’ motivations that having them travel to Anping Harbor National Historical Park (AHNHP) as well as to understand visitors’ degree of satisfaction to the quality of facilities and services, and to understand the importance of those to visitors. In this research, base on the approach called Importance-Performance Analysis (IPA), we bring up several suggestions and strategies of modifications for AHNHP’s improvement. This approach uses questionnaire and the targets are the tourists who visit AHNHP. The effective samples are 407. The results of the study are as follows: 1.Tourists basic information: Majority of these tourists live in south part of Taiwan, and they are mostly unmarried female college students whose average monthly income range is from $20,000 to $30,000, and age range is from 20 to 29. Tourists traveling characteristics: 1.Majority of them ever been to AHNHP for four times or more, and their ways for transportation mostly depends on personal compact cars. They visit AHNHP mostly because their friends and relatives recommend it; hence their companions are either friends or schoolmates. Most visitors stay in half of a day at the park. 2.Tourists Travel motivations: There are seven elements which are extracted from Factor Analysis. These elements are “Relax”, “Self-achievement”, “Knowledge-pursuing”, “Mind ownership”, “Healthy body and mind”, “Social interaction” and “Local characteristics”. 3.The first three important facilities in AHNHP refer to the tourists’ opinions are “sanitary”, “trash can installation”, and “walkway and driveway installation”. 4.The top three satisfactions in AHNHP refer to tourists’ opinions are “the historic monuments”, “the Riverbank Park”, and “the traditional constructions and streets”. 5.Based on IPA, the result shows that “the eco-landscape”, “parking lots”, “trashcan installation”, “sanitary”, “walkway and driveway installation”, and “the visitor information center” are six items which need some modifications for improvement. 6.The result shows that if the tourist basic information and the travel characteristics are different (age, marital status, education, occupation, average monthly income, inhabited area, frequency of visiting, traveling information, and time they are going to stay), then the travel motivation would have a significant difference. If the tourist basic information and the travel characteristics are different (age, marital status, education, occupation, average monthly income, inhabited area, frequency of visiting, traveling information, and time they are going to stay), then the visitor satisfaction would have a significant difference.