運動觀光遊客知覺服務品質對行為意向之影響－兼論服務價值、滿意度之中介效果

The Effect of Sport Tourism Tourists' Perceived Service Quality on intention-The Mediators of Service Value and Satisfaction

林永森(Yung-Sen Lin)

《臺灣體育運動管理學報》 10期 (2010/03) Pp. 39-64

https://doi.org/10.6547/tassm.2010.0002

摘要

本研究主要目的在於探討運動觀光遊客知覺服務品質、服務價值、滿意度與行為意向之因果關係，進而提出管理意涵。研究以2008年台中縣政府舉辦「兩馬觀光文化季活動－馬術與自行車」活動之1,085位遊客為對象，以便利取樣方式進行問卷調查，先以項目分析、因素分析建構其量表之信效度，再以結構方程模式探討變數間之關係。研究結果發現服務品質對服務價值及行為意向具有直接影響，服務品質對服務價值及滿意度有直接影響，服務價值在整個模式中扮演中介角色。主辦活動單位藉由高品質的服務，提升顧客認知服務價值，將可提升其滿意度與行為意向，遊客滿意與否卻不能增加其行為意向，因此，主辦單位對於活動規劃多元化、場地設施設計與開發、遊客體驗活動項目增加、活動現場服務人員服務品質提升等，將是未來相關單位舉辦類似活動規劃之參考目標，同時延續活動永續經營的方針。

關鍵字

運動觀光 ； 服務品質 ； 服務價值 ； 滿意度 ； 行為意向

並列摘要

The purpose of the study was to figure out the correlation among sport tourism tourists' perceived service quality, service value, satisfaction, and intention, so as to provide guidelines for management. The study targeted 1,085 tourists of the 2008 Horse and Bike Tourism Activity held by the Taichung County Government. By means of convenience sampling, questionnaires were filled out. The reliability and validity of the chart were tested by item analysis and factor analysis; then, structural equation model was applied to test the correlation relationships among variables. Results revealed that (a) positive and direct effects were found for service quality to service value and intention. (b) Service quality had direct influence on service value and satisfaction. (c) Service value played a role as the mediator in the model. As a result, higher service quality increased higher customers' perceived service value, and the satisfaction and intentional wills could be increased as well. However, tourists' satisfaction was not influential to their intention. Consequently, some suggestions such as variety of activity projects, facility designs and development, more activity items for tourist to experience, and service quality should be taken into consideration for related organizations to design similar activities in the future, and those suggestions mentioned above should be the guidelines for sustainable business development.

並列關鍵字

sport tourism ； service quality ； service value ； satisfaction ； behavior intention