旅遊動機對滿意度與忠誠度之影響－拉力的關鍵驅動效果

The Effects of Tourism Motivations on Satisfaction and Loyalty: The Key Driver's Effects of Pull

張淑青(Su-Ching Chang) ； 鍾育明(Yu-Ming Chung)

《行銷評論》 5卷4期 (2008/12) Pp. 515-538

https://doi.org/10.29931/MR.200812.0004

摘要

本研究旨在探討旅遊動機、滿意度與忠誠度之影響關係，建構以推力、拉力爲前因變項，滿意度爲中介變項，忠誠度爲結果變項之結構方程模式(SEM)，發展結構式問卷作爲調查工具，選擇澎湖觀光旅遊爲研究範圍，針對到訪澎湖遊客進行問卷調查。總計得到618份有效問卷，研究發現拉力對滿意度有直接正向顯著影響；而推力對滿意度並無顯著影響，滿意度與忠誠度有直接正向顯著影響，而推力與拉力對忠誠度均有直接正向顯著影響。再經由路徑效果分析顯示，拉力是驅動遊客忠誠度之關鍵因子，研究結果提供推動澎湖觀光旅遊的建議與參考。

關鍵字

旅遊動機 ； 滿意度 ； 忠誠度

並列摘要

The purpose of this study was to explore the relationships among travel motivations, satisfaction, and loyalty. A cause-effect model was constructed, the two variables push and pull were taken as antecedents, satisfaction was taken as mediated variable, and loyalty was taken as effect variable in our cause-effect model, and their relationships were subjected to testing using the structural equation modeling (SEM) approach. A structural questionnaire was developed as a survey tool. Penghu tourism was selected to be the research scope; the visitors were selected to be the study samples, a total of 618 valid questionnaires were collected for analysis.
The findings of this study indicate that the structural model employed fits the data very well: pull have significant direct effects on satisfaction; while push has no significant direct effects on satisfaction, satisfaction have significant direct effects on visitors' loyalty, both push and pull have significant direct effects on visitors' loyalty as well. All in all, pull plays to be a key driving force of loyalty. On the basis of the research results, ample and concrete managerial suggestions are offered to formulate the tourism strategy and development in Penghu.

並列關鍵字

Push ； Pull ； Satisfaction ； Loyalty

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