[[alternative]]A STUDY ON THE RELATIONSHIP OF RELIGIOUS TOURIST MOTIVATION,TOURISM IMAGE,SATISFACTION AND LOYALTY--A CASE STUDY OF WAT PHRA DHAMMAKAYA

[[abstract]] 隨著歷史的演變，宗教寺廟已經逐漸形成遊客到泰國旅遊的觀光重點，而禪修也是一種宗教旅遊的方式之一，由於禪修不須涉及遊客本身的宗教信仰，而是以追求心靈上的自我成長、平靜為目的，故深受許多非泰國籍遊客的喜愛。因此，本研究希望能透過曾到泰國法身寺參與禪修活動之遊客獲取本研究之數據資料，並進而以迴歸分析探討遊客之旅遊動機、旅遊意象、滿意度與忠誠度間的關係，期能深入探討泰國法身寺禪修者之宗教旅遊特性。本研究從2010年10月28日至2010年12月19日止，於泰國法身寺、馬來西亞法身寺、新加坡法身寺以及加拿大法身寺共發放1,000份問卷，最後共回收792份有效問卷，有效問卷回收率為79.2%。實證結果顯示，旅遊動機會正向影響其旅遊意象，而旅遊意象會正向影響其滿意度，並進而正向影響其忠誠度。[[abstract]] This research paper aims to study the religious tourism motivations, tourism image and the relationship between the satisfaction and loyalty of the people participate in various activities in the temple, religious tourism, meditation tour. In this research Wat Phra Dhammakaya Temple, Thailand is selected as the research module. The number of people worldwide participates and learning meditation has been increased. Meditation is also one type of religious tourism, but the focus here is not on the historical monuments, but meditation. Different regions have different ways of meditation to suit the needs of the tourists, tourism can become a good model in this aspect. Through this research survey, the author hopes to have more in-depth understanding of the meditation tourism features of Wat Phra Dhammakaya Temple, In this study , from October 28, 2010 to December 19, 2010, 1999 at the Wat Phra Dhammakaya. Thailand. The survey results were obtained from 792 valid questionnaires, using reliability analysis, factor analysis, regression analysis and other methods to analyze the basic personal data and statistical analysis of tourism motivation, tourism image and the relationship between the satisfaction and loyalty. Although the targeted survey group is not from the same nationality, but the focus areas, are the same. This was mainly due to meditation tourism is focused on meditation, then only followed by the environmental and cultural aspects. These tourists are not from the same background, some of them did not studied religion before, some with religious background, some without any religion, but participated in meditation. Therefore, the expectation criteria of the participants from each country are entirely different