[[alternative]]Motivation, Experience, and Satisfaction of Tourists Visiting Huwei Township Sightseeing Resources

[[abstract]] 本研究旨在瞭解，到底是哪些因素促使遊客想要運用虎尾鎮的觀光資源、遊客最常去哪些地方及他們對於虎尾各種觀光資源的滿意程度，才能知道如何配合遊客的需求，去加以發展或改善。 本研究之研究方法以問卷調查法進行，針對虎尾鎮的遊客施測，以便利抽樣方式進行，有效問卷為256份。本研究的問卷設計採取的方式有單選、排列喜好順序以及五點李克特量表（Likert Scale）。然後以SPSS統計軟體來進行分析，以斯皮爾曼（spearman）來進行分析。結論如下：一、原始動機中，最受到同意的動機有歷史建築物動機、美食動機、生態動機、誠品書店動機。二、在滿意度促進動機上，文化觀光滿意度、美食觀光滿意度、夜間照明滿意度、購物方便滿意度、餐飲價格滿意度較能促進再次觀光動機。三、有約50%的人同意或非常同意運用虎尾鎮觀光資源的次數有逐年增加，所以虎尾鎮在近年的努力可說是成效顯著。四、足夠的停車位滿意度是所有滿意度當中最低的，不滿意與非常不滿意高達52%。 因此，在所有施政面向上，政府應該優先增加停車位或加強公共運輸。[[abstract]] The purpose of this research are to find out the factors which motivate the visitors to using sightseeing resources in Huwei township, where the visitors visit most often, and to look at their satisfaction of these sightseeing resources. Among all of these details, the evaluator can know how to meet the tourists' needs, and how to develop or improve. The research focuses on testing visitors in Huwei township, which was conducted by using questionnaires. By convenience samplings, there are 256 effective questionnaires received. The research tool is designed with multiple choice questions, ordinal scales, and Liker Scale. After that, the evaluator used a SPSS(Statistical Product and Service Solutions) software and spearman to analyze the statistics. The following are the results: 1.In primary motivations, the most acceptable motivations are history building motivation, food motivation, eco-tourism motivation, and the Eslite Bookstore motivation.2.The motivations which promote satisfactions are: cultural tourism satisfaction, food tourism satisfaction, night illuminating satisfaction, easy shopping satisfaction, and food price satisfaction3.More than 50% of the participants agree or strongly agree that the usage of sightseeing resources in Huwei township is increasing year by year. That is, it seems that the efforts were made in Huwei township are significant.4.The enough parking spaces satisfaction is the least satisfied among all of the satisfactions. The rates of not satisfied and strongly not satisfied are up to 52%. Therefore, in all governance areas, the most important priority is the government needs to add more parking spaces or to reinforce public transportation