| Summary: | 碩士 === 高苑科技大學 === 經營管理研究所 === 104 === The objective of the study is to explore the impact of tourism motivation, tourism image, satisfaction and revisiting willingness on Kaohsiung City’s tourism. The object of the study was visitors of Kaohsiung City. This study was conducted by means of questionnaire sampling. A total of 200 copies of questionnaires were distributed, and 193 copies were collected. Statistical software SPSS 22.0 was used for data analysis and verification. Reliability and validity analysis, descriptive statistical analysis, one-way ANOVA, correlation analysis and regression analysis as well as Kaiser-Meyer-Olkin (KMO) and Bartlett’s sphericity test were used to determine whether the sampling of variables of tourism motivation, tourism image, satisfaction and revisiting willingness were appropriate in order to confirm the validity of the questionnaire.
The results showed that tourism motivation has significant impact on tourism satisfaction; tourism image has significant impact on tourism satisfaction; tourism satisfaction has significant impact on revisiting willingness. Physiological and cultural motivation under the tourism motivation category showed significant impact on tourism satisfaction; service facility quality, convenience of transportation and facilities and social and cultural patterns under the tourism category exhibited significant relation with customer satisfaction.
Based on the results of the study, the following suggestions were made: (1) Kaohsiung City Government can organize relevant art and leisure activities in combination with local culture so that visitors can feel more relaxed at tourist attractions in Kaohsiung City; (2) promote in-depth tourism by organizing tours led by designated personnel who will explain the history and culture of each tourist attraction in details and strengthen tourism information services; (3) combine local culture, promote food culture, create new recipes with local ingredients in order to enhance visitors’ wiliness to visit.
Keywords: tourism motivation, tourism image, satisfaction, revisiting willingness, sightseeing and tourism
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