| Summary: | 碩士 === 大葉大學 === 管理學院碩士在職專班 === 98 === Houli is an important cultivation and production area for Taiwan flowers and land-scape plantlet, it is also the second flower planting area and output in Taiwan. It is filled with so much tourism value and leisure function. This article aims at studying the rela-tionship among tourists motivation, service quality and satisfaction, the tourists who visit Houli Jhongshe Tourism Flower Marketplace are used as the survey target. The study started with questionnaires. Among the 461 valid questionnaires descriptive sta-tistics, factor analysis, independent samples t test analysis, varieties analysis, relation-ship analysis, mulitiple regression analysis, etc., are used to investigate the tourists mo-tivation, and the connection between service quality and satisfaction.
The results of the study were as followings: (1)Most of the visitors are local resi-dents, main travel way is the family take the car to travel. The main source of informa-tion is friends and relatives recommend. Different background characteristics of the tourists, in the tourists motivation, service quality and satisfaction are significantly dif-ferent. (2)Four motivation factors were extracted and named as “recreation”, “emotional communication”, “self-development” and “novelty content”. Men attach importance to the local industry and culture is higher than women. Therefore, the self-development motivation is higher than females. (3)Five service quality factors were extracted and named as “assurance”, “empathy”, “reliability”, “responsiveness” and “tangibles”. Mar-ried tourists showed significant differences in assurance and empathy. Because married tourists went to the flower market with their families. He was satisfied with the fam-ily-like friendly service. (4)Men is higher than women in the traffic satisfaction. Be-cause most of the drivers were male. (5)The motivation for tourists has a positive sig-nificant effect on satisfaction. The service quality has a positive significant effect on satisfaction.
Finally, this study made discussion and stated research implications. Suggestions to the Houli Jhongshe Tourism Flower Marketplace managers, and future researches were also proposed.
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