Data Analysis
In order to achieve the three research objectives, a frequency test, factor
analysis and multiple regression test were implemented. Simple frequencies
were performed on the tourists’ demographic profiles. Mean
ratingwas used to rank the respondents’ satisfaction levels to the 29 satisfaction
attributes. Then these attributes were factor analyzed to delineate
the underlying dimensions of tourists’ satisfaction. Factors concerning
the attractions, facilities and services were expected to emerge from the
analysis. Then these satisfaction dimensions were used as the independent
variables in a two-stage least squares regression with the dependent
variable as the overall satisfaction level. The multiple regression method
would help detect the dimensions that had significant influence on domestic
visitors’ ultimate satisfaction.