[[alternative]]A Study of Visitors' Destination Image and Satisfaction in Chaiyi Juchi Riverbank Park

[[abstract]] 意象會改變遊客對一旅遊地之認知、滿意度、決策、行為，直接或間接的影響旅遊地之發展，因此若能了解遊客的目的地意象，資源管理規劃設計將能更符合遊客的遊憩需求，提升滿意度及重遊意願。本研究即以嘉義竹崎親水公園遊客為調查對象，調查時間為2015 年10 月31日至11 月8日，連續兩個假日，以隨機抽樣方式進行問卷調查，希望藉此瞭解遊客對竹崎親水公園之目的地意象、滿意度及其間關係。總計得有效問卷253份，所得資料利用描述性統計、單因子變異數分析法、t 檢定、皮爾森相關分析、Scheffe事後考驗法進行分析。 研究結果發現：（1）受訪遊客對於竹崎親水公園之目的地意象及整體滿意度偏向正向；（2）部分屬性（如交通方式、重遊及推薦意願等）不同之受訪遊客對於竹崎親水公園之目的地意象與滿意度具有顯著差異；（3）受訪遊客之旅遊目的地意象對滿意度有顯著正向相關，遊客對竹崎親水公園之目的地意象越高，其滿意度也越高。 最後本研究提出建議，從掌握特定的目標客群，提高公園的知名度，滿足遊客不同動機需求，加強環境管理，結合地方資源發展觀光特色，改善整體軟硬體之品質，提升整體滿意度等方面著手規劃改善，以達永續經營的目的。[[abstract]] Destination image may change tourists’ cognition, satisfaction, and decision making behaviors, thus affecting the development of tourism in a direct or indirect way. Therefore, if we have a clear understanding of tourists’ destination image, the management may better design a satisfied recreation site to meet their needs. This will help improve their satisfaction and revisiting willingness. The study used a random sampling method to understand the destination image, satisfaction, and their relationship among visitors at the Juchi Riverbank Park. The data were collected from October 31 to November 1 as well as November 7 to 8, 2015. A total of 253 questionnaires were gathered. The collected data were analyzed by descriptive statistics, one-way ANOVA, independent t-test, Pearson product-moment correlation and scheffé post hoc comparisons. The results showed that (a) the respondents reported positive degrees of destination image and satisfaction toward Chiayi Juchi Riverbank Park; (b) a significant difference was found among the respondents who have different attributes (e.g. transportation, revisiting and recommend willing etc.) in terms of their destination image and satisfaction; and (c) the destination image had a significant positive effect on the respondents’ satisfaction in that those who reported higher degrees of destination image had greater satisfaction. The study thus suggests that to achieve the goal of sustainable development, the management should adopt some strategies such as screening its customers, raising its popularity, meeting the tourists’ expectations, enhancing its environmental management capability, making use of local resources and features, elevating the quality of its services and facilities, and improving the visitors’ satisfaction