The Relationship among Travel Motivation, Service Quality and Satisfaction - A Case Study of Yehliu Geopark

• Main Authors: Huang, Cheng-Hung, 黃正宏
• Other Authors: Shieh, Jiin-Tarng
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/7ea998

碩士 === 國立臺北大學 === 企業管理學系 === 103 === The research regarding selects Yehliu Geopark as study area. The aim of this paper is to study the relationship among visitors’ travel motivation, service qualification, satisfaction, and the correlation of revisiting willingness. There are 265 effective questionnaires received by using convenience sampling. The analyzation was performed by descriptive statistics, factor analysis, reliability analysis, independent sample T-test, one way ANOVA analysis, Pearson correlation, regression analysis. The results reveal that: Taiwanese tourists typically travel by car with family members, whereas tourists from China usually join tour groups. Most tourists stay in Yehliu Geopark for less than two hours because of the size of the park. The park provides tourists with traveling resources such as maps, directions and personal guides. Analysis indicates that there are four main elements that serve as incentives to travel, including the desire to "Release stress by approaching the beauty of nature", "Experience local culture", " Undergo personal growth", and " Satisfy the curiosity spurred by media ". The three factors that ranked the highest terms of service satisfaction by tourists are "Attractive scenery," "Convenient opening hours," "Useful information provided in the tourist' center." In general, these are all ranked among satisfied to very satisfied. Five dimensions of service quality, Assurance with the highest mean scores, followed by Tangibles, Reliability, Responsiveness and Empathy. Tests of differences:(1) Some sections of motivation were significantly different among visitors with different social background.(2) Some sections of satisfaction were significantly different among visitors with different social background.(3) Some sections of revisit were significantly different among visitors with different social background.(4) The willingness of revisit to the Yehliu Geopark proved positive.