The Tourist Service Quality and the Satisfaction of Professional Interpretation Service：Taking Luodong Forestry Culture Garden as an Example

• Main Authors: CHENG, CHIN-HSI, 程沁曦
• Other Authors: LIANG, SHIH-WU
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/k2zx88

碩士 === 世新大學 === 公共關係暨廣告學研究所(含碩專班) === 106 === The Luodong Forestry Culture Garden in Yilan, eastern Taiwan, is a public tourist attraction. Local residents enjoy walking and exercising in the Garden on weekdays, and tourists come to explore on weekends. Visitors are all able to use facilities and services in the Garden for free. Yilan depends on agriculture and tourism to sustain its economy; thus, its tourist attractions must have unique value that can be effectively marketed. Enhancing visitors’ loyalty and satisfaction is crucial to the success of the Luodong Forestry Culture Garden. Therefore, this study sought to investigate whether service quality influences Garden visitors’ loyalty and their Interpretation satisfaction with Tourism Interpretation. A questionnaire was administered to visitors of the Forest Exhibition Hall, Forest Life Exhibition Hall, Bamboo Exploring Exhibition Hall, and Forestry Book House in the Luodong Forestry Culture Garden. A total of 1742 valid copies of the questionnaire were returned and analyzed through descriptive statistics, independent-sample t test, analysis of variance, and path analysis. The findings were as follows: First, the number of visits significantly influenced visitors’ opinions on entrance and Tourism Interpretation prices, as well as visitor loyalty. Second, place of residence and visitor loyalty significantly influenced opinions on entrance prices. Third, age significantly influenced visitor loyalty; older visitors were more loyal to the Luodong Forestry Culture Garden. Fourth, a path relationship existed among visitors’ loyalty, satisfaction, and willingness to pay. Visitors to the Luodong Forestry Culture Garden can enjoy the local environment, explore cultural relics, and learn about culture and history from Tourism Interpretation. However, the Garden’s hygiene facilities and signage require upgrading. To promote visitors’ overall experience, Tourism Interpretation training and Garden installations should be improved.