| Summary: | 碩士 === 佛光大學 === 管理學系 === 102 === Development of tourism and leisure industry is an international trend and gain revenue, has been one of the core levels of government policy. In this study, Plum Blossom Lake Scenic Area tourists' behavior as a case study. travel motivation was to investigate the relationship between travel behavior, consumer behavior and tourist satisfaction. To travel on tourist satisfaction behavioral factors affect the results for research. There were 450 visitors in Plum Blossom Lake Scenic Area surveyed by a convenient sampling and 392 questionnaires were valid. We progressed a descriptive statistics, reliability and validity analysis, ANOVA, and regression analysis. The results of this study showed that (a) Significantly different education and marital differences in the travel motivation. Marital and monthly average income have a significant difference in the tourism satisfaction. Different residence there significant differences in consumer behavior ; (b) there was significant difference of tourist satisfaction effected by demographic variables; (c) Three dimensions tourist travel behavior in the face of satisfaction is a significant positive impact. Finally, according to the results of this study, some specific recommendations were proposed, which can be served as a reference for planning, managing, and organizing related industrial activitives in the future by the department of Yilan County Government ,Dongshan Township Office Tourism and the Plum Blossom Lake Scenic Area related industry.
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