| Summary: | 碩士 === 國立高雄科技大學 === 觀光管理系 === 107 === Our nationals’ willingness to tour has been inspired owing to the government’s implementation of the “two-days-off-a-week” system since 2001, economic development, and people’s income increase. A lot of scenic spots are crowded with tourists on holidays, which indicates touring is more and more highly deemed by the nationals. Being faced with such a big business opportunity, almost each tourism practitioner has invested exceeding manpower and resources, using the beneficial conditions of the surroundings to develop an advantageous eco environment in order to meet the tourists’ needs. Therefore, how to raise the service quality of tourism and the protection to the eco environment have become vital issues of the tourism service providers. Tour involvement is the collection level of relevant data of the tourists before choosing a tourism destination. Tour involvement, tour experience and satisfaction and so on would influence the tourists' revisit willingness, which is the major motif of this study. The tourists to Liuqiu were the surveyed subjects of the current study, which explored the relationship among their tour involvement, tour experience and satisfaction.
Using the method of quantitative research, the author of this study sent 615 pieces of questionnaire to the tourists to Liuqiu from December 2 to 13, 2018. Among them, there were 603 valid pieces; the rate of valid returns is 98%. The data analysis methods used for statistics included descriptive statistical analysis, reliance analysis, independent sample t-test, one-way ANOVA, factor analysis, and multiple regression analysis. The results of the current study are stated below.
1. The eco tour involvement level correlated with tour experience significantly. The various variables of “eco tour involvement level” significantly influenced the various variables of “tour experience”, respectively, among which, the impact level of “sensory experience” and that of “emotion experience” were higher, respectively. “Tour experience” and “satisfaction” correlated each other significantly, among which, the impact levels of “staff service” and “convenience” were higher, respectively.
2. The highest average of tourists’ satisfaction was at “staff service” and the lower average of tourists’ satisfaction was at “convenience”, “equipment and facility”, and “price and promotion”. Those showed that most of the responding tourists were satisfied with the professionalism and scenic spot arrangement of the staff. The satisfaction with “provision of relevant tour information” was lower. To raise the tourists’ satisfaction, the provision of scenic spot tour activities more comprehensive in the future was recommended.
3. The highest dimension average of tourists’ cognition of tour experience was at the agreement level of “action and correlation experience” and the lowest was at that of “sensory experience”.
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