臺北國際旅展觀展民眾滿意度之研究

A Study of Visitors’ Satisfaction for the Taipei International Travel Fair

旅遊觀光產業是世界各國普遍重視的無煙囪工業，依照世界觀光旅遊委員會的預估，到2010年時觀光業的產值將達世界GDP的11.6%（交通部觀光局，2007），是21世紀最具發產潛力的產業之一。本研究的主要目的是想瞭解台北國際旅展觀展民眾的觀展行為特性以及其滿意度。本研究透過問卷調查法調查了549位觀展民眾，經交叉關聯分析、層次集群分析及參照單位分析方法發現在觀展行為方面，有67％的民眾為首次參觀旅展，超過60％的民眾有旅遊規劃，70％的民眾有再來意願或推薦意願。旅展中規劃的休息區、身心障礙服務、票價、展場動線規劃及展覽天數的民眾滿意等級較低。另外，在燈光照明、攤位人員服務態度、票務人員服務態度、展售商品種類及展覽日期等項目的滿意等級較高。本研究也希望分析觀展民眾對於台北國際旅展舉辦的滿意度，希望能提供相關單位擬定觀光旅遊行銷策略參考的依據。

The study was based on a face-to-face questionnaire survey. By applying the convenience sampling method， this study focused on the Visitors for 2006 Taipei International Travel Fair. The purpose of this study was to know the visitors’ satisfaction for the 2006 Taipei International Travel Fair. There were 549 questionnaires completed and considered as valid. By Descriptive statistics， Chi-square analysis， Hierarchical Cluster analysis， Ranking Data analysis， Ridit analysis and so on， we had got some results in visiting behavior， the visitor’s satisfaction and the travel preference as follows:1.The ratio that first attended visitor was about 70%. Collecting travel information was the most mainly visiting reason. About 21% Visitor purchased in advance or bought goods and average spent about eight thousand dollars. The most attractive organization was foreign organization， and the mainly attractive factor was the preference and contents of the product. The ratio that likes to visit again or introduce others to visit was about 70%.2. The visitors’ satisfaction for the air conditioner and temperature， moving-line planning， visitor rest place， services provision for visitor with disabilities， the days and price were low.3.For the all visitors， the foreign tourist locality of the most preference was Europe and the internal tourist locality of the most preference was the eastward.Further discussion of the implications of information source usage by prospective sport customers will be discussed.