| Summary: | 碩士 === 遠東科技大學 === 休閒運動管理碩士學位學程 === 106 === In recent years, domestic tourism has been booming. However, compared with foreign tourism, there is still considerable room for development. Therefore, in order to increase the number of tourists in the rural areas and develop the local economy, we chose to visit the restaurants selling local chicken dishes of zuozhen district, Tainan City. Tourists were the objects of this study, and they explored the influence of consumers' expectation and satisfaction on the products offered by restaurants selling local chicken dishes on the revisiting of consumer willingness. Random sampling was used for testing and analysis. There were 250 valid questionnaires. Reliability analysis, single factor analysis of variance, IAP analysis, descriptive statistical analysis, and multiple regression were used for data analysis.
From this study, it can be found that the consumer satisfaction with the products provided by restaurants selling local chicken dishes has affected the willingness to spend again in the store. The higher the degree of satisfaction, the higher the willingness to travel again. With the results of the analysis, it is suggested that the store actively provides nearby tourist information and integrate with other local industries. At the same time, the price of meals will be adjusted to improve customer satisfaction with service quality, increasing the chance of customers visiting. This study can be used as a reference for the local chicken city in the countryside.
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