The Study of Travel Motivation, Perceived Value Satisfaction and Revisiting Willingness -An Example of Lodging Experience In Hualien Tourism Sugar Refinery Japanese Hotel

• Main Authors: HSU,YU-CHUN, 許玉純
• Other Authors: Cheng, Chiu-Kuei
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/a933u4

碩士 === 國立屏東科技大學 === 農企業管理系所 === 102 === Abstract Student ID: N10150036 Total page:150 Title of thesis: The Study of Travel Motivation, Perceived Value, Satisfaction and Revisiting Willingness-An Example of Lodging Experience in Hualien Tourism Sugar Refinery Japanese Hotel Name of Institute: Department of Agribusiness Management, National PingTung University of Science and Technology Graduate date: June, 2014 Degree Conferred: Master Name of student: Hsu,Yu-Chun Adviser: Dr. Cheng, Chiu-Kuei The contents of abstract in this thesis: The refinery of the Taiwan Sugar Corporation in Hualien has been transformed into a one of a kind tourist attraction and Japanese style hotel. The objective of this study was to determine the degree to which the demographic characteristics of guests influence their travel motivation, perceived value, satisfaction, and willingness to visit again and whether interactions exist between these variables. Questionnaires were prepared according to literature review, which was distributed using convenience sampling, resulting in a total of 387 valid. Our results indicate that travel motivation has a significantly positive influence on perceived value, satisfaction, and willingness to visit again, while travel motivation and perceived value both had a significantly positive influence on satisfaction. Perceived value and satisfaction were both shown to have a significantly positive influence on willingness to visit again. Travel motivation had the strongest influence on willingness to visit again. Based the results of our study, we proposed the following suggestions for tour operators. Effective marketing strategies should be formulated according to guest characteristics for market segmentation. In addition, importance should be attached to factors such as travel motivation, perceived value, and satisfaction in order to increase the willingness of guests to visit again. Keywords: Travel Motivation, Perceived Value, Satisfaction, Revisiting Willingness