2012 101.12.07

*

123 e-mail:N10045014@yuntech.edu.tw

200 199

99.5%t

()21~30

20,001~40,000 ()

()

20 31~40

20 31~40 41~50

20,001~40,000

()

21~30 41~50 ()

2012 101.12.07

The study of relation between tourists experience and the satisfaction in the leisure industryTake Taiping Old Street in Douliou as an example.

Graduate student: Cheng-Hsiu Yu Adviser: Dr. Chih-Chiang Chung

Graduate School of Leisure and Exercise Studies National Yunlin University of Science &Technology

123, University Road, Section 3, Douliou, Yunlin, Taiwan, R.O.C. e-mailN10045014@yuntech.edu.tw

Abstract

This study was to understand and to analyze whether there was a notable difference in tourists experience and their satisfaction. The object of study was selected with convenience sampling from the Douliou Taiping Old Street tourists and a total of 199 valid questionnaires were collected. The response rate of questionnaire was 99.5%. Data analysis included descriptive statistics, factor analysis, t tests, reliability analysis, one-way ANOVA, Pearson cross-product correlation and regression analysis. Results showed that: (1) Major tourists characteristics were female, age between 21 to 30 years old, college degree, and monthly income from $20,001 to $ 40,000. (2) Among the three dimensions of thinking, sensibility and feeling, the most recognized one by the tourists was feeling. (3) Men paid more attention to thinking than women. Age group of under 20 years old emphasizes thinking more than the age group of 31 to 40 years old did, and this younger group also paid more attention to sensibility than that of age groups of 31 to 40 and 41 to 50 years old tourists. Tourists with education below junior high school emphasized more on thinking and sensibility than the college degree tourists. Tourists with unfixed income paid more attention to thinking than tourists with income between $20,001 to $40,000. (4) Women paid more attention to traffic than men. Age group of 21 to 30 years old emphasized dietary more than the age group of 41 to 50 years old did. Differences of Satisfaction among tourists with different levels of education and among tourists with different monthly incomes were not significant. (5) The tourists experience of Taiping Old Street had a positive impact on their satisfaction.

Keywords: Leisure industry, Tourists experience, Satisfaction

2012 101.12.07

1.1

2010

6.08 (2010)

2009

(2006)

60090

1997

1.2

1.

2.

3.

2.1 (experience)

(Schmitt1999)(2007)

Mano & Oliver(1993)

Schmitt(1999)

(Sense)(Feel)

(Think)(Act)(Relate)1.

2012 101.12.07

2.3.

4.

5.(2005)

(2005)

2.2 (Satisfaction) Choi et al.(2004)

(2002)

(2003)

Oliver(1997)

2.3

(2003)

Kotler(2006)

(2009)

3.1

2012 1 10 1 20

200

199 99.5%

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25

(2010) 3

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2012 101.12.07

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(1)

t (

1) t (P

2012 101.12.07

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eigenvalue 1.0

Cronbachs 0.8

58.69%

2

0.89

0.77

0.73

0.66

0.61

0.55

0.46

0.43

0.43

0.76

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0.78

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Cronbachs 0.90 0.81 0.85

Cronbachs 0.94

(3)

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2012 101.12.07

Cronbachs 0.94 Cronbachs 0.8

(Content Validity) 58.69

( 3) 4

130 65% 21~30 59 29.5%

103 51.5% 20,001~40,000 86

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3

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21~30 59 29.5% 51~60 18 9%

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2012 101.12.07

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6

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(1) 37 3.61 0.66

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(4) 33 3.03 0.77

(5) 18 3.29 0.55

(6) 10 3.48 0.80

(1) 37 3.34 0.70

(2) 59 3.29 0.70

(3) 42 3.34 0.74 2.02 0.08

(4) 33 3.48 0.82

(5) 18 3.81 0.51

(6) 10 3.68 0.55

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(4) 41 3.30 0.73

(1) 34 3.64 0.68

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(3) 103 3.11 0.72

(4) 41 3.41 0.75

(1) 34 3.47 0.70

(2) 21 3.49 0.53 2.22 0.09

(3) 103 3.29 0.73

(4) 41 3.61 0.74

F

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(2) 85 2.97 0.72

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(4) 12 3.42 0.82

(5) 62 3.39 0.71

(1) 19 3.51 0.68

(2) 85 3.10 0.71

(3) 20 3.19 0.83 2.96 0.02 n.s

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2012 101.12.07

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(2003)

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http://ndltd.ncl.edu.tw/cgi-bin/gs32/gsweb.cgi/ccd=jRmOCD/search?q=auc=%22%E6%9E%97%E6%98%A0%E7%A7%80%22.&searchmode=basichttp://ndltd.ncl.edu.tw/cgi-bin/gs32/gsweb.cgi/ccd=jRmOCD/search?q=sc=%22%E5%8D%97%E8%8F%AF%E5%A4%A7%E5%AD%B8%22.&searchmode=basichttp://ndltd.ncl.edu.tw/cgi-bin/gs32/gsweb.cgi/ccd=jRmOCD/search?q=sc=%22%E5%8D%97%E8%8F%AF%E5%A4%A7%E5%AD%B8%22.&searchmode=basic

2012 101.12.07

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