A Study of Tour Itinerary RevisitIntentions with AntecedentVariations

• Main Authors: Tien-Tzu Hsiao, 蕭天賜
• Other Authors: Che-Jen Chuang
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/95893123221498593022

碩士 === 萬能科技大學 === 經營管理研究所在職專班 === 103 === Along with economic growth and income increase, more and more people pay attention to the quality of leisure travel. Within the competitive tourism market, how to enhance competitiveness and innovation capacity for improving the quality of tourism, is the pressing issue for nowadays tourism industry. This study bases on the tourists attending an eco-experience tour that organized by a local tourism association in Northern Taiwan. The analysis and comparisons are built on the demographic variables with the factors of recreation motivation, satisfaction and willingness to revisit. The questionnaire and sampling are based on the following three scales, recreation motivation, experience satisfaction and willingness to revisit. The sampling from the tourists are based on 421 qualified questionnaires out of 450 questionnaires. This study uses SPSS Windows 19.0 Chinese version. Data analysis methods include descriptive statistics, factor analysis, reliability analysis, regression analysis, independent sample t test, one-way analysis of variance, and Pearson correlation analysis. The results have found that unmarried, young workers tourists are more than others. Men are slightly more than women. Demographic variables with different socio-economic backgrounds of tourists have significant differences on the three scales and they showed a positive correlation with above statistic analysis. Also, the results of this study may provide a reference to industry of tourist development association, the relevant government authorities and follow-up researchers for improving their management, tour designing, tourist facilities planning and academic research.