| Summary: | 碩士 === 景文科技大學 === 觀光與餐旅管理研究所 === 98 === Abstract
There are many types of hot spring resource in Taiwan, and the density of hot-springs is the highest in the world (Ministry of Economic Affairs - Water Resources Agency, 2000). Previous studieds about hot spring industry mostly focused on service quality, customer satisfaction, lodging behavior, consumer behavior, revisit willingness, tourism image, recreation involvement, healthy nourishment, recreation experience, and recreation safety, etc. (Baker & Crompton, 2000；Chou & Chang, 2007；Lu & Hung, 2005；Kandampully, 1998). Many scholars investigated the relationships among recreation experience, recreation satisfaction, and destination loyalty, but there is no research related to destination loyalty in the hot-spring industry. Therefore, the relationships among recreation experience, recreation satisfaction, and destination loyalty are worth exploring.
This study investigates the relationships among tourists’ recreation experience, recreation satisfaction and destination loyalty in Beitou hot springs area. This research surveyed 450 tourists who visited Beitou hot springs area on 26th and 27th March, 2010. A total of 432 valid questionaire were returned. The research employed author’s self-developed “Tourists’ Recreation Experience, Recreation Satisfaction and Destination Loyalty questionaire”. The statistical methods for analyzing the data include descriptive statistics, t-test, one-way ANOVA, Pearson’s correlation analysis,
and multiple regression analysis. The results of this study were:
1. Tourists were satisfied with recreation experience the
most, recreation satisfaction the second and then the
destination loyalty. The most concerned factor of
recreation experience is mental experience, and the most
concerned factor of recreation satisfaction is
tourists’ healthy environment. Furthermore, the most
concerned factor of destination loyalty is conative
loyalty.
2. There were no significant differences in tourists’
recreation experiences among tourists with various sex,
marriage, age, education, occupation, incomes and
residency. In depth, tourists with different age lead to
significant differences in mental experiences; tourists
with different education levels lead to significant
differences in self experiences; and tourists with
different residency lead to significant differences in
intellectual experiences.
3. There were significant differences in tourists’
recreation satisfaction, among tourists with various
age and wages, but there were no significant differences
in tourists’recreation satisfaction among tourists with
various sex, marriage, education, occupation and
residency. In depth, tourists with different marriage,
and age lead to significant differences in healthy
environment and emotional and bathing environment;
tourists with different education lead to significant
differences in novelty experience environment; and
tourists with different incomes lead to significant
differences in healthy environment, emotional and
bathing environment, and novelty experience environment.
4. There were significant differences in tourists’
destination loyalty among tourists with various
marriage, age and residency, but there were no
significant differences in tourists’ destination
loyalty, among tourists with various sex, education,
occupation, and wages. In depth, tourists with different
sex lead to ignificant differences in conative loyalty;
tourists with different marriage, age, occupation, and
residency lead to significant differences in behavioral
loyalty, and tourists with different education lead to
significant differences in attitudinal loyalty.
5. Recreation experience has a significantly positive
effect on recreation satisfaction. Those affecting
recreation experience dimensions included environmental
experience, emotional experience, and intellectual
experience. Recreation experience has a significantly
positive effect on destination loyalty, and those
affecting recreation experience dimensions included
environmental experience and self experience. Recreation
satisfaction has significant positive effect on
destination loyalty, and those affecting recreation
experience dimensions included healthy environment and
the environment for learning new knowledge.
6. Recreation satisfaction has a significantly positive
mediating effect between recreation experience and
destination loyalty. In depth, the healthy environment
satisfaction has the highest mediating effect. It means
Beitou hot springs authority could increase the
tourists’ recreation satisfaction through recreation
experience, and then the destination loyalty would be
raised.
Based on the research results, this paper serves to provide recommendations for Beitou hot springs area managerial agency, related enterprises and future researches.
Key words: Beitou Hot Springs Area, Recreation Experience,
Recreation Satisfaction, Destination Loyalty
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