The investigation of tourists' motivation, satisfaction and constraint factors on a snorkeling holiday of marine leisure and tourism at Kenting in Taiwan.

摘要

For this study, the researcher sent out questionnaires to tourists engaged in a snorkeling holiday at Kenting in Taiwan. The survey was distributed between 10 and 12 am from September 13 to September 28 of 2008. The subjects were selected by convenient sampling. After examining all of the questionnaires, 451 were retrieved. Thirty-nine questionnaires with incomplete, blank or carelessly completed answers were rendered invalid. Thus, 278 (67.48%) female subjects and 134 (32.52%) male subjects participated in the study, and 412 questionnaires were retrieved, which was 91.3% of all of the questionnaires.;The snorkeling holiday motivation scale referred to related research from Chiang (2002), Liu (2004), Kuo (2007) and Chung (2007). The six factors included experience, physical fitness, relaxation, self-achievement, professional skills and interpersonal relationships. The snorkeling holiday satisfaction scale was based on studies by Chiang (2002), Kuo (2007) and Chung (2007). The four-dimensional factors of this scale included environment, overall service quality, coaching and teaching and spiritual experience. The snorkeling holiday constraint scale was consistent with studies by Liu (2004), Wang (2004) and Lin (2003). The four-dimensional factors of this scale included intrapersonal constraints, interpersonal constraints, relative and friend constraints and structural constraints.;Procedures from the SPSS version 15.0 for windows were utilized in the exploratory factor analysis, the descriptive statistics, a one-way MANOVA analysis and the Pearson product-moment correlation analysis. Once the subjects agreed to participate in this study, a procedure was created to confirm the purpose and questions, collect related documentation, design the questionnaires, discuss them with related experts, conduct a pilot study, use an item and factor analysis, compute the reliability utilizing Cronbach's alpha test, adjust the reliability and validity of the questionnaires, conduct a formal survey, collect data and analyze the results to draw conclusions and create suggestions. The results of this study were as follows:;As it related to the motivation scale, the majority of the respondents agreed, "I can enjoy the marine view." The mean for this item was 4.257. The majority of the respondents agreed with the dimensional factor of "experience." Its mean was 4.164. As it related to the satisfaction scale, the majority of the respondents agreed, "This is a good experience for me." The mean for this item was 4.097. The majority of the respondents agreed with the dimensional factor of "environment." Its mean was 4.021. As it related to the constraint scale, the majority of the respondents agreed, "The environment's sanitation is poor." The mean for this item was 2.362. The majority of the respondents agreed with the dimensional factor of "structural constraints." Its mean was 2.322.;Among the tourists, 32.52% females engaged in the snorkeling holiday. This showed that there was a demand for a potential market designed for female consumers in the snorkeling holiday leisure tourism industry. The female tourists' self-achievement factor of motivation was higher than that of the male tourists. The female tourists wanted to have more cognitive learning to verify their performance and self-achievement during the process. Thus, a market for female tourists should be developed in related sport tourism industries.;The summer (56.56%) and fall (36.16%) groups of tourists were larger than the winter group of tourists, and the winter group of tourists had a higher "overall service quality" factor of satisfaction than the summer and fall groups of tourists. Thus, when the tourists were many, industries should maintain high service quality to create a good image of the related sport tourism industries.;The results of this study found that the overall coefficient between motivation and satisfaction was r = .79. Thus, there was a correlation between tourist motivation and satisfaction, and the overall coefficient was a positive correlation. This showed that when tourist motivation increased, tourist satisfaction also increased. On the other hand, when tourist motivation decreased, tourist satisfaction also decreased. The results were the same as those in Kuo's 2007 study, Tsai's 2006 study, Fu's 2004 study, etc.;The results found that the tourist satisfaction and constraint factors had a significant correlation (r=-.57, p=.00). The overall coefficient was negative. Thus, there was a negative correlation between tourist satisfaction and constraint. This showed that when tourist satisfaction increased, constraints decreased. On the other hand, when tourist satisfaction decreased, constraints increased. The results were the same as those in Peng's 2005 study, Hsieh's 2004 study, Tseng's 2004 study, etc.;The results found that there was a significant correlation between tourist participation motivation and constraints (r=-.50, p=.00). The overall coefficient was negative. Thus, there was a negative correlation between motivation and constraint. This showed that when tourist motivation increased, constraints decreased. On the other hand, when tourist motivation decreased, constraints increased. These results were the same as those in Peng's 2005 study, Lin's 2006 study and Chen's 2004 study.