The study on resort brand cognition and satisfaction of tourists - a case study of uni resort mawudu

• Main Authors: Chen Chun Hsing, 陳俊幸
• Other Authors: Lu, Yun-Yi, Ph D
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/tfsqm6

碩士 === 景文科技大學 === 觀光與餐旅管理研究所 === 100 === The purpose of the study is to explore the resort brand cognition and satisfaction of tourists. According to the literature review of brand cognition and satisfaction, this study hypothesizes four statements. The participants of this case study in Mawudu are based on the tourists who have visited there. A questionnaire is conducted in this study. The statistical tool employed here is SPSS 19.0. The results of this study are as follows： 1. Most of the respondents to the questionnaire are female, aged from 31 to 41, married, with children, with college education, working in service industry, and living in northern parts of Taiwan. Most of them are first-time visitors, travelling over night with families. 2. Respondents’ backgrounds have a significant effect on the resort brand cognition and tourist satisfaction. 3. Resort brand cognition has obviously positive influence on tourist satisfaction. Respondents are with higher satisfaction in the professional services offered by Uni-Resort Mawudu, and with lower satisfaction in the high-priced gift shop and recreational facilities.