探討九份地區觀光意象、滿意度與重遊意願之研究－以日籍遊客與本國遊客為例
摘要
Since Taiwan promoted ”Doubling Tourist Arrivals Plus” in 2002, the number of foreign tourists has boosted substantially. For a long time, Japanese tourists were the primary foreign visitors, so attracting more Japanese tourists to visit and consume in Taiwan was an important subject of tourism development of Taiwan. A lot of scholars all pointed out that tourist image of visitors influenced not only choice of the destination but also the feeling after traveling, and then it influenced the will of revisiting and recommendation.Due to its historical background and special geographical position, Jiou-fen was an important sight-seeing resort of northern Taiwan at present. The empirical object of this research was Japanese tourists and Taiwan tourists in Jiou-fen. The purpose of research aimed at the influence degree and causality among tourist image, satisfaction, and revisiting of Japanese tourists and Taiwan tourists in Jiou-fen. The method of this research was questionnaire survey, the data analysis adopted descriptive statistics, independent-sample T test, one-way ANOVA, factor analysis, structural equation model and path analysis. The result of research showed the (1) Different population statistics variables of the tourist's tourist image, satisfaction and revisiting have obvious difference; (2) The tourist image of Japanese tourists and Taiwan tourists had direct on satisfaction and revisiting; (3) Satisfaction was a key factor of revisiting; (4) Japanese tourists or Taiwan tourists, a significant difference in the the revisiting willingness structure surface both.