| Summary: | 碩士 === 亞洲大學 === 經營管理學系碩士在職專班 === 97 === Because of the rising in consumer awareness, and raise the standard of living of the Taiwan people to live more and more attention to leisure, leisure activities are becoming more prevalent. In the Government is actively promoting under the characteristics of a rural one, the scenic area, the outskirts of town, and the cultural characteristics of traditional agriculture, fisheries, indigenous areas have to cope with the transition of this recreational hot leisure.
Participation in tourism activities, the motives can be said to play an important factor. Choice of tourist destinations, including the characteristics of attractions to take part in the context of motivation and tourists, the spending power, time and traffic considerations, such as these will further affect tourist satisfaction, but also to understand whether tourists will visit the target again.
In order to promote the development of domestic tourism development, tourism consumer motivation and understanding of tourist satisfaction research done for the operation of an important basis for tourism and to promote the employment of local residents, remain in the culture. Take the Guanzihling Scenic Area as an example to explore the relationship between the travel motivation, satisfaction and loyalty.
The results of this study was to establish a questionnaire testing the reliability and validity, "Tourism motivation" factor loading ranged from 0.495 ~ 0.811, subscale reliability was between the range of 0.606 ~ 0.705. "Tourist satisfaction" factor loading ranged from 0.505 ~ 0.779, subscale reliability was between the range of 0.735 ~ 0.842. "Loyalty tourists " factor loading ranged from 0.689 ~ 0.903, subscale reliability was between the range of 0.682 ~ 0.870. Overall, the reliability of the questionnaire sub-scales ranged from 0.875 ~ 0.928, 0.946, compared with total reliability. Questionnaires generally have good reliability and validity for an effective questionnaire.
The study concluded that the different types of tourism motivation satisfaction in the tourist, there is no significant difference, but on the loyalty of the tourists there are significant differences. Different types of tourism can effectively predict the motives of tourists and tourist satisfaction loyalty; tourist satisfaction can effectively predict visitor loyalty.
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