A study on Tourists’ Motivation, Satisfaction and Behavior Intention in Kenting National Park

• Main Authors: Yu-ting Huang, 黃鈺婷
• Other Authors: Shu-tzu Chuang
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/04952519662381432794

碩士 === 國立高雄大學 === 運動健康與休閒學系碩士班 === 101 === This research has its research target based on the tourists of Kenting National Park. The main objective of this research is to understand the tourist motive, satisfaction and the behavior intention after the tour for the tourists of Kenting National Park. Therefore, convenience sampling method is adopted for this research and a total of 466 copies of questionnaires are issued, after a deduction of invalid questionnaires of 94 copies, the effective questionnaires obtained are 372 copies, that is, the return rate is 79.8%. Moreover, in this research, questionnaire survey method was adopted, and the obtained data were done with reliability analysis, descriptive statistics, clustering analysis, one-way analysis of variance and Pearson’s analysis of correlation. After data analysis, the following results are obtained: 1. The basic data analysis of the tourists under interview: Female tourists have the highest percentage (51.3%), 20~ 29 years old tourists have the highest percentage (40.9%), for the marital status, the unmarried has the highest percentage (59.4%), for the educational background, those with BA degree have the highest percentage (53.2%), for the occupation, student has the highest percentage (33.2%), for the monthly disposable income of an individual, those below ten thousand NT dollars have the highest percentage (25.0%), for the family monthly disposable income, those between 15000 to 30000 NT dollars occupy the highest percentage (20.4%). 2. Tourism motive clustering analysis: Here, tourism motive factor is used as basis to perform clustering analysis so as to identify tourist clusters of different tourism motives, for example, aggressive and active type, passively participating type and uniformly developing type, moreover, different tourism motive clusters show significant difference in terms of satisfaction and willingness to recommend. 3. Correlation analysis: Positive correlation is seen between tourism motive and satisfaction, positive correlation is seen between satisfaction and willingness to recommend, and positive correlation is seen between satisfaction and willingness to re-visit.