A Study on Travel Motivation, Satisfaction and Revisiting Willingness in Lieyu

• Main Authors: Kuo-Tung Hung, 洪國棟
• Other Authors: Ming-Jang Weng
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/47026956101798976223

碩士 === 國立高雄大學 === 高階經營管理碩士在職專班(EMBA) === 103 === The purpose of this study was to examine the relationship among travel motivation, satisfaction and revisiting willingness in Lieyu. This study also investigated the differences in travel motivation, satisfaction and revisiting willingness for visitors with different backgrounds. The findings of this study offered some suggestions for how to attract visitors of Kinmen to visit Lieyu. The study was conducted by a questionnaire survey. Visitors visiting Lieyu were the subjects for this study. 300 effective questionnaires were obtained from total of 400 distributed questionnaires. The results of this study are as follows: 1.Males and females accounted for 50% and 50% of total visitors, respectively. 60.4% of visitors were between 20 to 39 years old. Most visitors are highly educated, married white-collar workers. Visitors from the northern part of Taiwan made up 37.7%, and this was the largest group. 37% of visitors came to Lieyu for their family trip. 2.The higher three items of travel motivation were as follows: “Escape from a mundane environment,” “Slow down and relax,” and “Broaden their horizons.” 3.The “Battlefield monuments” was the most satisfying aspect from the visitor perspective, followed by “Safety and cleanness” and “Relaxation.” 4.98% of visitors were willing to revisit Lieyu; 98.3% of visitors were willing to recommend their families and friends to visit Lieyu. 5.“Age,” “Average monthly income,” “Place of residence,” and “Trip types” showed significant difference in travel motivation and satisfaction. 6.The motivation of visiting Lieyu did significantly affect the satisfaction; also the satisfaction showed significant correlation with the recommend intention. According to the results, this study shall make practical suggestions to the related departments.