Exploration of City Marketing on Travel Motivation , Satisfaction , and Revisiting Willingness -A Study of HsinChu World-ExpoTaiwan Pavilion

• Main Authors: LI, CHIH-FEN, 李智芬
• Other Authors: JENQ,SHINN-NEN
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/58842423996649899369

碩士 === 大葉大學 === 觀光餐旅碩士在職學位學程 === 104 === This study aims to explore the impact of city marketing in Hsinchu World-Expo Taiwan Pavilion on tourists' travel motivation, satisfaction and revisiting willingness, and to understand the differences of tourists to World-Expo Taiwan Pavilion with different demographic variables in city marketing. This study employed questionnaire survey as a tool, made measurement based on the five-point Likert scale, and regarded the tourists traveling to World-Expo Taiwan Pavilion as samples. Also, it recovered 388 valid questionnaires in simple sampling methods, and used descriptive statistics, independent sample t test, One-way ANOVA, Pearson product-moment correlation analysis, regression analysis and other statistical methods for analysis. The findings are as follows: The tourists to World-Expo Taiwan Pavilion with different demographic variables show significant differences in city marketing. To be specific, there are significant differences in occupation, age, educational background, average monthly income, marital status, tourist information sources, travel times, tourism purposes, average amount of consumption per capita and residential areas. Also, the tourists' travel motivation and satisfaction show a significant positive correlation. Besides, the city marketing of the World-Expo Taiwan Pavilion significantly affects the tourists' travel motivation, satisfaction and revisiting willingness. Additionally, the travel motivation and satisfaction of the tourists to the World- Expo Taiwan Pavilion produce significant impact on the revisiting willingness. In summary, the tourists show great recognition of the city marketing of Hsinchu World-Expo Taiwan Pavilion, with greatest recognition given to infrastructure marketing. The tourists' travel motivations are moderate or high, with stress on interpersonal motivation and relaxation. It is expected that the study results can serve as an important reference to the subsequent operation and planning of the World-Expo Taiwan Pavilion.