| Summary: | 碩士 === 大仁科技大學 === 文化創意產業研究所 === 102 === Hongmaogang Cultural Park, a new position in Cultural and Creativity Industry, was established to continue and save culture of Hongmaogang. People who visit are getting less nowadays compared to the same period last year,also accouted for 1.7% of the total tourism number of Kaohsiung cultural Stronghold.In order to understand this situation and show a loving concern of hometown,this research is started to conduct. The research bases on questionnaire to understand the customers’ characteristics, travel motivation, satisfaction, the effect of personal background variables on travel motivation and satisfaction, and to investigate the relationship between the travel motivation and satisfaction.
The data of 283 valid questionnaire were analyzed with descriptive statistics, t-test, Analysis of Variance ANOVA and Pearson Product-Moment Correlation. The conclusions are as follows:
1. Female customers are more than male. Married customers are more than unmarried. The customers ' educational background is mostly an university.
2. Customers travel motivation is strong, but the motivation in education and culture is weak. Except for the satisfaction of hardware facilities, the rest parts are all below 4，which don't attain satisfied degree.
3. There are remarkable difference on travel motivation and satisfaction, when the customers’ characteristics are different.
4. The score of satisfaction is higher, when the travel motivation is stronger.
According to the conclusions, I supply suggestions to the Cultural Park to attract more customers. That will benefit the managewent of Cultural Park.
1. Use multiple communications channels to increase the customers.
2. Improve the quality of tourism with the nearby attractions.
3. Add richness of the show of Hongmaogang Cultural.
4. Adjust the price of dining
5.Introduce the elements of Cultural and Creativity Industry,and increase performance and activity.
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