[[alternative]]A Study of Tourists' Attractiveness, Tourism Image, and Satisfaction of the Visitor on the Rubber Duck Exhibition

[[abstract]] 本研究目的在探討由荷蘭設計師霍夫曼所設計的黃色小鴨在臺灣的展覽對遊客之吸引力、旅遊意象與滿意度的差異情形及關聯性。黃色小鴨地景藝術展覽區：高雄、桃園、基隆，三個地區遊客為問卷調查對象，採便利方式抽樣進行，共發放320份問卷，並以統計方法進行驗證分析。研究發現：參觀遊客，以女性遊客比例較高、年齡則集中在15-25歲、未婚，交通工具以大眾運輸居多。不同背景遊客對吸引力、旅遊意象及滿意度，有部份顯著差異。就展覽地區而言，高雄遊客在吸引力、旅遊意象及滿意度上皆優於基隆的遊客，此外在滿意度方面，高雄亦優於桃園的遊客。吸引力、旅遊意象及滿意度間具有顯著的正向影響，旅遊意象於吸引力對滿意度之影響上具有部份中介效果。最後依據研究結果提出結論與建議。[[abstract]] The purpose of this study is to explore the differences and relationship among tourists’ attractiveness, tourism image, and satisfaction of the visitor on the Rubber Duck exhibition by Dutch artist Florentijn Hofman. The subjects of this study are visitors of Kaohsiung, Taoyuan, Keelung, three cities in Taiwan. A total of 320 questionnaires were returned and the data were analyzed using SPSS18. The results are as follows: the visitors, unmarried, aged between 15-25 were in the majority. Female was the majority of gender. The findings of this study indicate that have direct effects on tourists’ attractiveness, tourism image, and satisfaction. Finally, it proposes conclusion and suggestion according to result, offers businesses to improve marketing activities and promotes better service quality