[[alternative]]A Study on Exploring the Relationship of Tourism Image and Visitor Satisfaction--An Illustration of QingZhou Coastal Recreation Area in Pingtung County

[[abstract]] 本研究主要探討青洲濱海遊憩區遊客的旅遊意象及遊客滿意度之相關情形，其係以前往青洲遊憩區之遊客作為研究對象，並採用便利抽樣法，針對遊客進行問卷施測；總共發出320份問卷，回收有效問卷共計300份，有效問卷回收率93.75%。所得資料經SPSS20.0版統計軟體，分別以描述性統計、信度分析、探索性因素分析、皮爾森積差相關及迴歸分析等統計方法進行資料驗證分析，研究結果如下：1.遊客旅遊意象與遊客滿意度具正相關。 2.遊客旅遊意象部分會正向影響遊客滿意。 本研究依據分析結果，進而提出以下建議：1.延續遊客滿意度並結合在地鄉鎮社區資源。2.為有效提升遊客之遊客滿意度，應開發青洲遊憩區多樣性慢食行程。[[abstract]] The present study aimed to investigate the relationships between tourism image and Visitor Satisfaction of the QingZhou Coastal Recreation Area tourists. A total of 300 questionnaires were distributed to visitors of QingZhou Coastal Recreation Area via convenience sampling process. Data were statistical methods such as Descriptive statistics, Reliability analysis, Validity analysis, Exploratory Factor analysis, Pearson Analysis and Multiple Regression analysis. The results are as follows: 1. Visitors' Tourism Image was shown positive correlation with Visitor Satisfaction.2. Visitors' Tourism Image positively affected Visitor Satisfaction. According to the above results, the researcher may submit suggestions in this study. 1. To keep and increase the Visitor Satisfaction for visitors would be via combing the community resources within townships.2. To develop and implement various slow traveling packages may be in order to effectively increase the Visitor Satisfaction for visitors at QingZhou Coastal Recreation Area