[[alternative]]A STUDY ON THE TOURING BEHAVIOR OF THE TOURISTS--A CASE STUDY OF GUAN ZIH LING HOT SPRING

[[abstract]] 本研究在探討關子嶺遊憩區之遊客旅遊動機、滿意度、重遊意願及願付價格。本研究採問卷調查法，共得有效問卷407份。資料分析方法包括描述性統計分析、因素分析、T檢定與單因子變異數、皮爾森相關分析及迴歸分析。研究結果發現：1.藉由因素分析，動機可分為「注重生活品質」、「注重休閒安排」、「滿足自我需求」等三構面。2.在滿意度方面以「泡湯體驗」、「住宿設備」、「餐飲食物」為滿意度前三名；旅遊動機與滿意度在相關檢驗中，有多項呈現顯著差異，即遊客動機會影響滿意度。3.滿意度與重遊意願分析中其遊客對於軟硬體滿意度越高重遊意願就越高。4.滿意度與願付價格方面，遊客對於各項軟硬體設施之滿意度越高其所願付的價格越高。[[abstract]] The purpose of this research is to investigate the travel motivation, Satisfaction and willingness to revisit and willingness to pay of GUAN ZIHLING HOT SPURING area visitors .A structured questionnaire was designed to collect the empirical data from visitors. By means of convenience sampling, a total number of 407 valid samples were obtained. The data was analyzed by using descriptive analysis, t-test, one-way ANOVA, Pearson correlation ,factor analysis, reliability analysis. The results are as follows: 1.Most respondents are 20-39 years old, tourists who own bachelor degrees in education are greater than any others, and most tourists live in the adjacent area and visit the GUAN ZIH LING HOT SPRING area by cars. 2.Among 15 travel motivation items,「advancement your body and mind health」、「have a breath of fresh air」、「change dreariness life」 are the three highest motivations. By using factor analysis, three motivation factors were extracted and named as「emphasis on the quality of life」、「emphasis on leisure time arrange」、「appease personal demand」. 3.Tourists attribute different，the results showed that travel motivation and satisfaction have significant effect on attraction ; travel motivation and satisfaction on correlation certification ,many items have significant effect on attraction. 4.Satisfaction and willingness to pay，the higher tourist service and facility Satisfaction is the higher willingness to pay