- 期刊
旅遊動機、滿意度與忠誠度之模式建構與驗證：以宜蘭賞鯨活動為例
Model Construction and Validation of Integrating Traveling Motivation, Satisfaction and Loyalty: A Case of Whale-Watching Activities in I-Lan County
摘要
本研究旨在建構並驗證「旅遊動機、解說服務滿意度與賞鯨活動忠誠度關係模式」，進而瞭解賞鯨遊客之旅遊動機、解說服務滿意度與賞鯨活動忠誠度三者間之關係。研究對象以宜蘭烏石港之賞鯨遊客進行問卷調查，共獲得有效問卷414份。經文獻回顧相關理論後以結構方程模式進行分析，研究結果顯示，本研究之「旅遊動機、解說服務滿意度與賞鯨活動忠誠度關係模式」，整體模式適配程度良好。由該模式得知，遊客旅遊動機與解說服務滿意度皆顯著正向地影響賞鯨活動忠誠度；而且，旅遊動機對解說服務滿意度也有顯著正向的影響。根據研究結果對賞鯨業者提出建議，藉由提升遊客旅遊動機及解說服務滿意度，以期提升賞鯨活動之忠誠度，並對後續研究提出相關的建議。
並列摘要
The purpose of this study was to establish a conceptual model of whale-watching tourists integrating three constructs including traveling motivation, satisfaction for interpretive service and loyalty. We explored the causal relationships among whale-watching tourists' traveling motivation, satisfaction for interpretive service and loyalty in the context of whale-watching. A total of 414 valid questionnaires were collected through on-site face-to-face survey from whale-watching tourists at the Wu-Shi Port of I-Lan County. The findings indicated an acceptable fit in the overall modified model. Using Structural Equation Modeling analysis, the results showed that the whale-watching tourists' traveling motivation and satisfaction for interpretive service significantly and positively influenced loyalty for whale-watching, and their traveling motivation significantly and positively influenced satisfaction for interpretation. Based on the results derived, we proposed a number of managerial suggestions for whale-watching operators so as to promote whale-watching tourists' traveling motivation, satisfaction for interpretive service, and loyalty. The recommendations for future research were also provided.
參考文獻
被引用紀錄
延伸閱讀
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