The cyclists's Tourism Image, Recreation Motivation, Recreation Experience, Satisfaction, and Revisit Intention: A Case study on Golden Riverside Cycling Path

• Main Authors: XIE, YU-DIAN, 謝育典
• Other Authors: WU, WEN-PING
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/z72683

碩士 === 德明財經科技大學 === 行銷管理系 === 106 === Cycling has become a popular activity in Taiwan. People go biking as an outdoor activity for physical fitness and recreation purposes. Cycling seems to have become a national movement. Therefore, exploring the cyclists revisit intention to Tamsui District cycling paths in New Taipei City will help the local government and relevant organizations to understand the needs of cyclists and to plan marketing strategies accordingly. The present study has conducted a survey research to investigate the relationships among Tourism Image, Recreation Motivation, Recreation Experience, as well as Satisfaction and rRevisit Intention. The Golden Riverside cycling paths were the focus of the study. A total of 268 valid data were obtained. The data were analyzed by statistics software SPSS. The variables under investigation were Tourism Image, Recreation Motivation, Recreation Experience, Satisfaction and Revisit Intention. The results indicate that Tourism Image has positive effects on Recreation Motivation, Recreation Experience, and Satisfaction; Recreation Motivation has positive effects on Recreation Experience, and Satisfaction. Recreation Experience has positive effects on Satisfaction; Satisfaction has positive effects on Revisit Intention; Recreation Motivation intermediates the effects of Tourism Image on Satisfaction. Recreation Experience intermediates the effects of Tourism Image on Satisfaction. Based on the study findings, the researcher has provided a number of marketing strategies and planning suggestions for local government and relevant organizations when promoting the cycling activities.