| Summary: | 碩士 === 南華大學 === 旅遊事業管理學系碩士班 === 96 === The purpose of this research is to investigate the travel motivation, Satisfaction and willingness to revisit and willingness to pay of GUAN ZIHLING HOT SPURING area visitors .A structured questionnaire was designed to collect the empirical data from visitors. By means of convenience sampling, a total number of 407 valid samples were obtained. The data was analyzed by using descriptive analysis, t-test, one-way ANOVA, Pearson correlation ,factor analysis, reliability analysis. The results are as follows:
1.Most respondents are 20-39 years old, tourists who own bachelor degrees in education are greater than any others, and most tourists live in the adjacent area and visit the GUAN ZIH LING HOT SPRING area by cars.
2.Among 15 travel motivation items,「advancement your body and mind health」、「have a breath of fresh air」、「change dreariness life」 are the three highest motivations. By using factor analysis, three motivation factors were extracted and named as「emphasis on the quality of life」、「emphasis on leisure time arrange」、「appease personal demand」.
3.Tourists attribute different，the results showed that travel motivation and satisfaction have significant effect on attraction ; travel motivation and satisfaction on correlation certification ,many items have significant effect on attraction.
4.Satisfaction and willingness to pay，the higher tourist service and facility Satisfaction is the higher willingness to pay.
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