| Summary: | 碩士 === 國立臺北教育大學 === 文化創意產業經營學系 === 107 === The Zhongshan-Shuanglian District in Taipei city has special humanitarian and artistic features due to its historical background. In order to develop its tourism industry and attract visitors, it is crucial to understand the visitors’ characteristics and the key determinants of their satisfaction. The objectives of this study were: (1) to understand the visitors’ characteristics and behavior of Zhongshan-Shuanglian District; (2) to examine the visitor satisfaction of Zhongshan-Shuanglian District; (3) to investigate the relationship between the characteristics and behavior of the visitors and their satisfaction.
This study conducted a questionnaire survey in the public space of Zhongshan-Shuanglian District in Taipei from October 1 to November 15, 2018. The questionnaire included visitors’ basic characteristics, visitor behavior, and visitor satisfaction. A total of 448 questionnaires were distributed, and a total of 433 valid questionnaires were collected. The SPSS statistical software package was used for data analysis.
In addition to overall visitor satisfaction, exploratory factor analysis classified visitor satisfaction into “environmental factor satisfaction” and “experienced feeling satisfaction”. The multiple regression model showed that after controlling for the basic demographic characteristics of visitors, the visitor satisfaction of those who participated in the festival activities was significantly higher than those who came for dining. Visitors who have dined in the department stores have higher satisfaction than those who have dining in local eateries. For those who visited the district for more than five times, their satisfaction was significantly higher than those who only visited once.
The recommendations of this study for improving the visitor satisfaction in the future are as follows: (1) integrate the festival activities with the district’s features and to attract visitors by travel themes; (2) provide packaged trips to integrate marketing and extend the stay time of visitors; (3) conduct word-of-mouth marketing via internet and social media; (4) strengthen story marketing and give visitors a good reason to come back again.
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