| Summary: | 碩士 === 國立臺北大學 === 自然資源與環境管理研究所在職專班 === 105 === With the development of travel and tourism industries worldwide, Taiwan government has promoted local travel and tourism as one of the innovative industries in recent years. The Eluanbi lighthouse located in the southern Taiwan is one of the popular sceneries. The aim of this study is to evaluate recreational motivation, recreational experience, satisfaction and loyalty of the Eluanbi lighthouse′s visitors and understand their relationships.
This study conducted a questionnaire-based survey and statistical analysis from visitors of the Eluanbi lighthouse. There were 664 valid responses in total. The results of structural equation model (SEM) showed that the convergent validity and discriminant validity were acheived. The results of descriptive statistics showed that visitors were mostly from foreign countries (42.5%). The main purpose of visiting the lighthouse was for vacation (46.3%). Most of the visitors gathered the information of the lighthouse from the internet (35.4%). More than half of the visitors traveled with family members (54.7%) and stayed about 31 to 60 minutes. In addition, visitors were not willing to pay with fees of the lighthouse higher than NT$20. In sum, the visitors’ recreational motivation and experiences had positive effects on their satisfaction of traveling lighthouses. Moreover, visitors’ satisfaction of traveling lighthouses indeed exerted the positive impact on their loyalty. The results of this study may helpful for better understanding of visitors’ loyalty of traveling lighthouses and managerial implications for the Taiwan government and were also given.
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