[[alternative]]A STUDY ON THE RELATIONSHIP AMONG ATTRACTIONS, TRAVELING MOTIVATIONS, TRAVELING IMAGERY AND SATISFACTION OF RELIGIOUS TOURISM--A CASE OF BUDDHA MEMORIAL CENTER

[[abstract]] 本研究主要目的在探討宗教觀光吸引力、旅遊動機、旅遊意象與滿意度間之關係，並以佛陀紀念館為研究對象。佛陀紀念館是國內最新、腹地最大的宗教觀光勝地，開放至今參觀人次已超過1000萬人次，成為高雄市參觀人次最多的旅遊景點，本研究透過實地問卷調查及利用SPSS統計軟體進行變異數分析及迴歸分析，期望對佛陀紀念館宗教觀光特性做更深入的瞭解。本研究結果發現遊客到佛陀紀念館以女性已婚者居多，且年齡層分佈平均，顯示佛陀紀念館除宗教觀光之外，另有休閒觀光與親子旅遊之功能。佛陀紀念館遊客之吸引力、旅遊動機、旅遊意象與滿意度在性別、年齡、宗教信仰、婚姻、職業、平均收入等人口統計變項上有顯著差異。在宗教觀光吸引力、旅遊動機、旅遊意象與滿意度關係模式方面，實證結果發現：吸引力對旅遊動機與旅遊意象有正向的顯著影響；旅遊動機對旅遊意象與滿意度有正向的顯著影響；旅遊意象對滿意度有正向的顯著影響。在中介效果方面發現，旅遊動機與旅遊意象對吸引力與滿意度之關係具有中介效果。[[abstract]] The purpose of this study is to research the relationships among the religious sightseeing attractiveness, motivation and satisfaction in Buddha Memorial Center. Buddha Memorial Center is the newest and largest religious spot. It has been visited by more than 10 million people since Buddha Memorial Center was opened. This center has become the sightseeing spot in Kaohsiung. This study uses SPSS statistical analysis of variance and regression analysis of model to empirical research. We expecy to understand why the tourist choose the Buddha Memorial Center. The results of this study found that visitors to the Buddha Memorial Center are mostly married females, average age distribution. The Buddha Memorial Center is not only for religious tourism but for leisure. The differences of the Buddha Memorial tourist atteaction, traval motivation,tourism image and satisfaction are significant in gender,age,religion,marriage,occupation,average income. The relatuonships among the atrraction, motivation,tourism image and satisfaction appear they are highly related.The attrction affects the motivation and tourism image. The motivation affects the tourism image and sctisfaction. There is a relationships between the tourism image and satisfaction. The tourist motivation and tourism image have mediating effects on the relationship of attrction and satisfaction