觀光旅遊品質知覺、價格知覺對行為意圖影響之研究－重遊意圖與推薦意圖的探討

A Study of the Influences of Travel Quality Perceptions and Price Perceptions on Behavior Intentions: Exploring of Revisit Intentions and Recommendation Intentions

張淑青(Su-Ching Chang)

《台灣管理學刊》 6卷2期 (2006/08) Pp. 39-61

https://doi.org/10.6295/TAMJ.2006.0602.03

摘要

「價值途徑」主張顧客必然會面對交易「得」項或「利益」面與「給」項或「犧牲」面間之權衡，顧客價值被視為策略性競爭武器與競爭優勢之來源。觀光產業為澎湖經濟發展的重點，由於交通運輸、住宿設備、觀光休閒景點之硬體設施、導覽解說專業服務及價格等因素，攸關澎湖遊客的重遊與推薦意圖，因而有必要加以了解，俾有助於澎湖的觀光發展。本研究目的在於探用價值途程之意涵，將觀光旅遊「品質知覺」視為觀光旅遊服務交易之「得」項，而「價格知覺」則被視為觀光旅遊服務交易之「給」項，分別探討對遊客行為意圖、重遊意圖與推薦意圖之影響，採用結構性問卷針對到訪澎湖的遊客為研究樣本進行實證調查，研究發現觀光旅遊之「品質知覺」與「價格知覺」對遊客行為意圖、重遊意圖與推薦意圖均有顯著正向影響關係，研究結果提供澎湖觀光相關產業在管理上之參考與建議。

關鍵字

品質知覺 ； 價格知覺 ； 行為意圖 ； 重遊意圖 ； 推薦意圖

並列摘要

”Value approach” proposed that customers ought to face the trade-off between what they ”get” (or benefit) and what they ”give” (or sacrifice), ”customer value” has been regarded as a strategic weapon and a source of competitive advantage. Tourism industry has become a major focus of economics development in Penghu. Because of some factors such as transportation, accommodation facilities, physical facilities of attractions, professional interpreting or guiding service and price may have crucial influences on visitors' revisit intentions and recommendation intentions, thus, it has to understand those influences for promoting the tourism development in Penghu. The purpose of this study is to adopt the implications of ”Value approach”, the travel quality perceptions is regarded as what the visitors ”get”, and price perceptions is regarded as what the visitors ”give”, then exploring the influences on visitors' behavior intentions, revisit intentions and recommendation intentions. The visitors who took air transportation were selected as study samples, and structure questionnaire are used to be the research tool. The findings of this study reveal that both of travel quality perceptions and price perceptions have the significant and positive effects on visitors' behavior intentions, revisit intentions and recommendation intentions. On the basis of the research results, the strategic and concrete managerial suggestions for related tourism industry are offered as well.

並列關鍵字

quality perceptions ； price perceptions ； behavior intentions ； revisit intentions ； recommendation intentions

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