| Summary: | 碩士 === 亞洲大學 === 休閒與遊憩管理學系碩士班 === 101 === Because of the north-eastern monsoon, tourism in Matsu Islands flourishes in summer but withers in winter. Under such a limitation, improving the quality of tourism is the best way to increase the tourists’ shopping expenses. This study, therefore, probes into the interrelationship among the tourism image, satisfaction and shopping expenses. In addition, the variations of all the tourists’ background are analyzed and hopefully the result helps increase the Matsu tourists’ shopping expenses.
This study focuses on Matsu Islands, proceeds with structured interviews on the tourists to Matsu between May and August in 2012 and gets 880 valid questionnaires. Through SPSS12.0 descriptive statistics analysis, factor analysis, correlation analysis, correlation analysis, One-way ANOVA and independent t-test to verify the hypothesis.
The result shows: 1. Matsu tourists are most impressed with the image of “islands with beautiful scenery” (mean value 4.30) and most satisfied with “easy access to travel information” (mean value 4.18). 2. Tourism image has positive influence on satisfaction. 3. Tourism image has some positive influence on satisfaction. 4. Satisfaction has some positive influence on the tourists’ shopping expenses.
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