The Effects of Tourism Image, Motivation and Satisfaction on Revisiting Willingness

• Main Authors: HUANG,CHENG-LIN, 黃丞琳
• Other Authors: Yeh,Tsu-Ming
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/01553565677710933973

碩士 === 大葉大學 === 休閒事業管理學系碩士在職專班 === 104 === The tourism resources of an area are limited, unable to cater to all the tourist demographics. Pre Images, motivation and satisfaction of visitors are closely related. The higher the satisfaction, the higher the willingness to revisit. Therefore, understanding the characteristics and needs of tourists, to market segmentation, marketing guidelines set, Thus helping the tourist to play their own advantages, to create the greatest economic benefits to reach a win-win travel market and consumer policy. This study aims to discuss the effects of tourism image, motivation, and satisfaction on revisiting willingness of visitors . Having the visitors in Yingge area be the research subjects, total 420 questionnaires are distributed and 379 valid copies are retrieved. The research findings show that there are partial significant differences among the tourism image, motivation, satisfaction and revisiting willingness under the factor of different personal background. Tourism image and revisiting willingness reaches the significant positive correlation. Tourism motivation and revisiting willingness reached the significant positive correlation. Besides, there is significant positive correlation between satisfaction and revisiting willingnessas well. Furthermore, in terms of tourism image, Natural environment and Tourist information and shopping have achieves positive significant influences on revisiting willingness . In terms of motivation, Travel Motives relax, Cultural knowledge, Social interaction achieves positive significant effect on revisiting willingness. Instead, Goods and services, Traffic information , and Hardware facilities to Tourist Satisfaction represent positively significant influence. Regarding the three factors of tourism image, motivation and satisfaction, satisfaction affect revisiting willingness the most.