| Summary: | 碩士 === 大仁科技大學 === 文化創意產業研究所 === 105 === The aim of this research was to investigate visitors’ travel motivation and satisfaction. The subject of this study was the Fongshan route of the Kaohsiung cultural tour Bus, and this research focused on the relationships among the visitors’ characteristics, travel motivation, and satisfaction. Questionnaire survey method was adopted to collect the data. In addition, observational method was conducted to obtain additional data. According to the factor analysis of the questionnaire, visitors’ motivation was divided into three dimensions: family motivation, leisure motivation, and pull motivation. Visitors’ satisfaction was divided into three dimensions: support satisfaction, service satisfaction, and environment satisfaction. The data from questionnaire analysis were furthermore analyzed by descriptive statistics, reliability analysis, independent sample t-test, one way ANOVA, and Pearson’s product-moment correlation approach. The results of this study are shown as follows.
1.Significant differences were observed in visitors’ motivation among the different ages, residential areas, frequency of taking buses, visitors’ companions, and the duration time.
2.Significant differences were observed in visitors’ satisfaction among different residential areas, frequency of taking buses and the duration time.
3.Positive correlations were observed between visitors’ travel motivation and overall satisfaction overall travel motivation and every dimension of satisfaction, overall satisfaction and every dimension of travel motivation.
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