| Summary: | 碩士 === 朝陽科技大學 === 企業管理系碩士班 === 91 === This study is to realize the relation of tourist satisfaction and the influence factor, in addition to build an effective measure of tourist satisfaction as the reference of the tourism supplier’s management. The object of study is the representative tour spots in Nantou, Taiwan. This study classifies the tours spot according to the tour route and leisure resource, and do the sampling of the tourist in the tourism area of Nantou with the stratified random sampling by ratio. This study use the satisfaction influence factor analysis, satisfaction measure reliability analysis and Hierarchical linear Model Analysis to explore the relation between tourist satisfaction and satisfaction influence factor. This study use one-way ANOVA with random effects to analysis if the variance of tourist satisfaction exists among each hierarchy, the random coefficients regression model of HLM to analysis the relation between tourist satisfaction and influence factor; the means-as-outcomes regression model to analysis if the variance of tourist satisfaction among the hierarchy raise from the tour experience of tourist.
The following is the summary of analysis. By the factor analysis, The study extracted 8 influence factor as “tour”, “facility”, “food lodgment”, “staffs service”, “management”, “money cost”, “time cost” and “information cost”. By one-way ANOVA with random effects of HLM, it’s found that. There exists no obvious difference of tourist satisfaction among different time of tour. There exists no obvious difference of tourist satisfaction among different prefecture route. There exists obvious difference of tourist satisfaction among different tour route. There exists obvious difference of tourist satisfaction among different leisure resource.
By the random coefficients regression model of HLM, it’s found that the tour, staff service are the effective forecast factor of tourist satisfaction to the hierarchy of time of tour; the tour, the staff service are the effective forecast factor of tourist satisfaction to the hierarchy of prefecture route; the tour, facility and the staff service are the effective forecast factors of tourist satisfaction to the hierarchy of tour route; the tour, facility, food-lodgment, staffs service and the management are the effective forecast factors of tourist satisfaction to the hierarchy of tour resource.
By the means-as-outcomes regression model, it’s found that in the hierarchy of time of tour, the forecast of the tourist satisfaction by the times of retouring vs. the time of tour doesn’t reach the obvious level. In the hierarchy of prefecture route, the forecast of the tourist satisfaction by the times of retouring vs. prefecture route doesn’t reach the obvious level. . In the hierarchy of tour route, the forecast of the tourist satisfaction by the times of retouring vs. tour route doesn’t reach the obvious level. In the hierarchy of tour resource , the forecast of the tourist satisfaction by the times of retouring vs. tour resource reaches the obvious level.
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