A Study of Relationships among Chinese’s Tourism Motivation, Image, and Satisfaction toward Kinmen

• Main Authors: Yu-Jen,Huang, 黃又仁
• Other Authors: Wen-yi,Lin
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/12723373121458238009

碩士 === 亞洲大學 === 國際企業學系碩士班 === 97 === The purpose of this research is to investigate the tourism motivation, image and satisfaction of the people of China who come the kinmen for traveling, and to analyze the attributes of Kinmen service facilities for future improvement and the factors to the satisfaction. A structured questionnaire was designed to collect the empirical data from the China visitors and a total number of 388 valid samples were obtained. The data was analyzed by using descriptive analysis, reliability analysis, validity analysis, factor analysis, Pearson correlation, and multiple regression. The results are as follows. 1.Tourism motivation has obvious positive effect on satisfaction; Therefore, the higher the tourism motivation, the higher the satisfaction. 2.Image has significant positive effect on satisfaction; Therefore, the higher the image, the higher the satisfaction. 3.Tourism motivation has obvious positive effect on image; Therefore, the higher the tourism motivation, the higher the image.