遊客旅遊行爲、服務品質、滿意度及忠誠度相關之研究－以劍湖山主題樂園爲例

Correlation Study on Tourist Behavior, Service Quality, Satisfaction, and Loyalty-Case Study of Janfusun Fancy World

林永森(Yung-Sen Lin) ； 林姵伶(Pei-Ling Lin) ； 黃小玲(Shiao-Ling Huang)

《運動休閒餐旅研究》 2卷2期 (2007/06) Pp. 67-83

https://doi.org/10.29429/JSLHR.200706_2(2).04

摘要

本研究目的在於探討遊客對於參訪主題樂園旅遊過程，所感受到的服務品質、滿意度評價、遊客旅遊行爲相關變項以及忠誠度。首先建立認知服務品質與滿意度構面，進而分析遊客旅遊行爲及忠誠度。本研究於96年3月25日起前往劍湖山世界實施問卷調查，至96年4月8日共回收400份，其中5份爲無效問卷，有效問卷共395份（回收率98.75%）。將所回收問卷經分析後，本研究發現：1.不同的人口統計變項對認知服務品質及滿意度之差異，經單因子變異數分析後除不同職業之遊客在環境便利有顯著差異外，其餘變項均無顯著差異。2.經由因素分析，可將服務品質、滿意度量表分爲環境便利性、人員表現性、設施可靠性、體貼關懷性、表演規劃等五項構面；遊客忠誠度量表分爲正向推薦、負向公開抱怨、負向私下抱怨三項因素構面。3.遊客認知服務品質、滿意度與忠誠度之相關，在相互交叉構面分析中，各個變項之間都存在著相關性。4.遊客認知服務品質、滿意度可預測其忠誠度。根據上述本研究建議業者可參考此結果，作爲遊樂園業日後改善服務品質以提高遊客滿意度及忠誠度策略之參考；此外亦可建議未來相關研究者將本研究架構套用至不同觀光產業延伸探討。

關鍵字

遊客旅遊行爲 ； 服務品質 ； 滿意度 ； 忠誠

並列摘要

The purpose of this study was to discuss service quality, satisfaction evaluation, tourist behavior, and loyalty while tourists visiting theme parks. The structures of recognized service quality and satisfaction were first built, and then tourists' behavior and loyalty were analyzed. From March 25(superscript th) to April 8(superscript th), 2007, 395 questionnaires were completely responded in Janfusun Fancy World with a 98.75% of return rate. The findings of the analyzed results were as follows: (1) Under the analysis of ANOVA, there was no significant difference between different population statistic variables and service and loyalty except that tourists with different occupation had significant difference on environment convenience. (2) The chart of service quality and satisfaction was analyzed by the factor analysis and divided into five structures: environment convenience, employee performance, facility reliability, considerate care, and show planning. The chart of tourist loyalty was divided into three structures: positive recommendation, negative public complaint, and negative private complaint. (3) The correlation among service quality, satisfaction, and loyalty was analyzed by the interactive structure analysis, and showed that there was correlation among the variables. (4) The recognized service quality and loyalty of tourists could predict their loyalty. The results of this study were provided as reference for business to increase satisfaction and loyalty by improving service quality, and for future scholars to apply this study structure to studying in different tourism business.

並列關鍵字

Tourist Behavior ； Service Quality ； Satisfaction ； Loyalty

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