| Summary: | 碩士 === 國立臺灣海洋大學 === 環境生物與漁業科學學系 === 96 === Abstract
The purpose of this research is to investigate the tourists’ travel motivation, pre-trip expectation, and satisfaction of the actual experience, and will then provide recommendations for the government department and civil industry as a planning, development, management and marketing reference to meet the further needs of tourists.
This research is by the way of questionnaire investigation, adopting stratified random samplings and collecting the materials, 478 effective questionnaires obtained altogether. The analytical method of the materials includes descriptive statistical analysis, project analysis, reliability analysis, factor analysis, one way ANOVA analysis, correlation analysis , cross-analysis and importance-performance analysis (IPA). The results are as follows:
1. The tourists to Anping Harbor National Historical Park were mostly unmarried, with college education background, students, no fixed income, and residents of Tinan Hsien.
2. The travel motivations are "intellectual leisure", "social emotional" and "economy consumption". The first one is "intellectual leisure" and the last one is "economy consumption".
3. After the factor analysis for the pre-trip expectation, satisfaction of the actual experience, the same results were obtained and classified as "intellectual leisure," "landscape environment", "economic consumption" and "people's art", "public service" and "traffic contact". The tourist paid most attention to the "landscape environment", and least attention to the "economic consumption". The tourists were most satisfied with the "people's art", and least satisfied with the "economic consumption".
4. There were positive correlations between the travel motivation, pre-trip expectation, and satisfaction of the actual experience for the tourist.
5. Utilize IPA, and investigate the pre-trip expectation, satisfaction of the actual experience, the improvement approaches are found as the following 7 items: “the traffic convenience among the tourist attaractions“, “the quantity and convenience of the parking area “, ” the lavatory of attractions(feasible and quantity) “, “ the security and safe guard of attractions“, “ the sanitary of seashore”, “ shore line planning", "seaside tide-seeing environment “.
Keyword: Anping Harbor National Historical Park, travel motivation, satisfactory, IPA
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