The Study of the Relationship among Visitor's Motivations, Destination Image and Satisfaction--The Case Study of Zhengxing Street, Tainan

• Main Authors: Hung-Yueh Fang, 方虹月
• Other Authors: Cheng-Lang Yang
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/jgqb62

碩士 === 南華大學 === 文化創意事業管理學系休閒產業碩士班 === 103 === 　　It seems that there is an on-going shifting traveling purpose for visiting Tainan in recent years. Tourists are keen to experience historical atmosphere of the old houses and narrow alleys - Zhengxing Street is one of the new tourist attraction destinations in old town Tainan. A group of old house lovers transformed the vicinity into a new commercial area. This research aims to look into the correlations among tourism motivations, destination image, and satisfactions of the tourists in Zhengxing Street. The research framework is based on information developed from archival study, implementation of survey design and distribution, and then execution of statistical analysis on the surveyed data. The survey sampling size is 278 (the rate of response is 92.6%) with random sampling approach. Descriptive statistics, t-test, and one-way ANOVA analysis are used to illustrate the interrelationship among aforementioned three components. The outcomes suggest that main tourism motivations are learning new knowledge, experience different activities, and reputation; key destination imagines are infrastructure, atmosphere, and social environment; and satisfactions come from both software and hardware facilities. Sex and first-time or repeat visitors reach statistically significant difference among tourism motivations. Marital status, visiting frequency, resident city, transportation, and information sources reach statistically significant difference among destination image. If a visitor has a more clear motivation, he/she would have a higher satisfaction toward the tourist attraction. Furthermore, a higher satisfaction lays in a better perceived destination imagines - visitors would value a destination based on their on-site experience. Overall, tourism motivations is positively correlated with destination imagines.