| Summary: | 碩士 === 國立高雄海洋科技大學 === 漁業生產與管理研究所 === 96 === Love River is one of the important tourism scenery in Kaohsiung City.
Love Boat is the emerging industry which provided tourists to see the
fascinating Love River. However, its relevant study is still rare. Therefore,
this study tried to examine the motivation and satisfaction of the tourists
travelling by Love Boat. The data was collected by convenience sampling
from the tourists of Love Boat crusing between Wufu Bridge (Kaohsiung
Bridge) and Jianguo Bridge. In May, August November 2007 and February of
2008, a total of 630 questionnaires were interviewed and retrieved 565 available copies reaching 89% in the valid rate. The data was analyzed by the descriptive statistics, t-test, one-way ANOVA, factor analysis, Pearson correlation, importance-performance analysis (IPA) and SWOT analysis. The results are as follows：
1. The different age and marriage status showed significantly difference with the traveling motivation.
2. The variety of ’obtaining activity information’, ‘partners together’,'the time of activity along river bank’, and ‘the expense of tourism’ caused significantly difference with the traveling motivation.
3. The main motivation for tourists travelling by Love Boat was ‘to
experience Love River scenery’, ‘to improve friends and families
relationships’ and ‘to suit mass and family tourism’.
4.‘The overall scenery along river bank’, ‘the specialty of boat-narrators’,and ‘lighting systems on the boat’ are main satisfication factors for tourists;
‘the stability of the boat’, ‘the security structure and facilities of the boat’,
and ‘the overall scenery along river bank’ are chiefly important factors for
tourists.
5. It was found that the motivation factors had partly significant correlation with importance and satisfaction.
6. Based on importance-performance analysis (IPA), SWOT analysis and
other results, it is addressed several suggestions for Love Boat industry.
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