A Study on Tourism Image, Customers’ Values and After-travel Behavior of Tourists Visiting Wang Gong Area

• Main Authors: Chen, Shu-Hui, 陳淑惠
• Other Authors: Lei, Wen-Guu
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/03123575119114612631

碩士 === 大葉大學 === 管理學院碩士在職專班 === 99 === The main purpose of this research was to explore the relationships among impression of tourism, customer values, and after-travel behavior of tourists who have visited Wang Gong Area Leisure and recreation activities. The total numbers of 420 questionnaires were sent out by using the convenient sampling method, and were retrieved. There were 406 valid questionnaires with a valid retrieval rate of 96.7%. Some conclusions are obtained in the followings after statistic analysis: (1)The overall impression of tourism for tourists in Wang Gong Area is in a higher level, especially in the aspects of the natural landscape and tourism attraction. As to the overall customer values, it is still in a higher level. Tourists are especially interesting in aspects of the pleasure value and utility value which are almost at the same score. The evaluation of the overall after-travel behavior for tourists in Wang Gong Area is the same as previous two, especially in aspects of the recommendation and revisiting. (2)For the impression of tourism, there are no significant differences in different ages, marital status, monthly income, sources of information, and transportation tools. However, it shows significant differences in tourists’gender, places of residence, visit number, staying time, and average expenditures on the trip. (3)For the customer values, the result showed no significant differences in tourists’gender, marital status, monthly income, places of residence, sources of information, transportation tools, companions, visit number, and average expenditures on the trip; but there were significant differences in different ages, staying time. (4)For after-travel behavior intentions, the result showed no significant differences in tourists’gender, ages, marital status, places of residence, companions, visit number, staying time and average expenditures on the trip ; but there were significant differences in different monthly income of tourists, sources of information, and transportation tools. (5)Wang Gong tourists’tourism impression and customer values can obviously predict the intentions of their after-travel behaviors.