| Summary: | 碩士 === 義守大學 === 資訊管理學系 === 102 === The study aims to understand and explore customer’s perceived value, satisfaction and willingness to revisit for Kaohsiung Zoo as well as the relationship among the three. By randomly sampling 298 visitors in Kaohsiung Shoushan Zoo, the study uses modified perceived value scale, satisfaction scale and willingness to revisit scale as measurement tools. With statistics methods, such as statistics description, reliability analysis, factor analysis, t-test, one way ANOVA, Pearson related and stepwise regression, the study analyzes the results and find:
(1) Visitors of Kaohsiung Shoushan Zoo felt good in terms of customer perceived value, satisfaction and willingness to revisit.
(2) It is statistically significant for tourists with different age and different level of education in terms of customer perceived value.
(3) It is statistically significant for tourists with different monthly income, marital status, age, sex, level of education and occupation in terms of customer satisfaction.
(4) Customer perceived value has significant impact on visitors’ satisfaction and willingness to revisit; in return, customer satisfaction has significant impact on their willingness to revisit.
In line with the results, the study proposals that Kaohsiung Zoo operators improve visitors’ overall value and satisfaction and therefore enhance their willingness to revisit by strengthening and improving parks service and landscape maintenance, enhancing staff education and training, and combining other travel packages.
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