A Study of Tourist Motivation, Involvement, Satisfaction on Meinong Hakka Cultural Museum in Kaohsiung Country

• Main Authors: Cheng-Yuan Chang, 章承淵
• Other Authors: Lung-Ming Tsai
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/48719215835043430801

碩士 === 國立屏東科技大學 === 景觀暨遊憩管理研究所 === 97 === As time goes by, there are many museums deeply featured with local characteristics gradually losing their original values that they take credit for existence. They are losing their functions as vehicles to inherit and transfer cultures. With the charm vanished, they can no longer attract visitors. This not only creates a huge dent on the good will of establishing the museums at the first place, but also wastes government's money. Of which, the media of guided tour is the medium that connects the exhibition objects and the visitors, it shoulders the responsibilities of expressing the meaning of the exhibition objects to the visitors and also satisfies visitors' need for information. Therefore, this research selected Meinong Hakka Cultural Museum located at Liudui region, Kaohsiung County as its research base. The research first investigated the field through applying field study method; then it collected and analyzed related articles to form the research goals and directions for this time. The research designed relevant questionnaires to survey the visitors who just finished touring the Cultural Museum. The total effective surveys retrieved were 426. We used SPSS statistical software to analyze, explore and verify the discrepancy among visitors' motivation to visit, their degree of involvement and their experience with the media guided tour inside of the Cultural Museum. We then used Importance-Performance Analysis (IPA) to understand the distribution of visitors' experience with the media variable inside of the museum. Finally, we formed a TOWS matrix by combing the results of this analysis with the SWOT analysis, and used the matrix to formulate improvement and management strategies. The research discovered that, due to the attribute difference, there were partial discrepancy among visitors' motivation, their degree of involvement and their experience with the media inside of the museum. The visiting motivation and degree of involvement did have significant positive correlation with the actual performance of the media inside of the museum. Also, visitors' concern toward the media was greater than its actual performance, which showed that there is still room for improvement for the media. Through the result of IPA analysis, we also discovered some media variables belonged to two different statuses; one was “urgent need to improve” and the other one was “keeping at the current condition”. This research brought up related suggestions according to the actual tested results and research goals. This not only insured the recreational qualities for visitors, satisfied their recreational experience and enhanced the competitiveness for the museum, but also aroused visitors' interests to get in touch with the Hakka cultures. This also helped the museum to expand its collections and exhibitions on Hakka cultures or artifacts, which will eventually enable it to reach the goal of sustainable operation.