推力及拉力動機、知覺價值、滿意度及忠誠度之研究─以外國觀光客旅遊台灣為例

Push and Pull Motivations, Perceived Value, Satisfaction and Loyalty-The Case of Foreign Tourists Travel to Taiwan

宋永坤(Yung-Kun Sung) ； 宋源烽(Yuan-Feng Sung)

《觀光旅遊研究學刊》 6卷2期 (2011/12) Pp. 21-40

https://doi.org/10.29689/JTTR.201112.0002

摘要

有鑑於政府推廣觀光拔尖領航計劃，目前政府正在把台灣成為亞洲主要旅遊目的地，以吸引外國遊客（入境旅客），本研究的目的是（1）明瞭外國觀光客旅遊台灣的推拉動機及知覺價值，（2）分析推拉旅遊動機、知覺價值、滿意度及忠誠度之間的關係。研究結果顯示五項推力因素，六項拉力因素及五項知覺價值因素；同時知覺價值較推拉動機更能影響其滿意度及忠誠度；另拉力動機影響知覺價值。研究結果與建議的實務運作亦提出討論。

關鍵字

推拉旅遊動機 ； 知覺價值 ； 滿意度 ； 忠誠度

並列摘要

Due to the policy of ”Project Vanguard for Excellent in Tourism”, the government currently is turning Taiwan into a major Asia tourist destination which to attract foreign tourists (inbound travelers). The purposes of this research are to address the two points. (1) Understanding the push and pull motivations and perceived value of foreign tourists. (2) Analyising the relationships among push and pull motivations, perceivied value, satisfaction, and loyalty. The result shows that five push dimensions, six pull dimensions and five value dimentions are found. Moreover, perceived value has impacts on both satisfaction and loyalty than push and pull motivations do. Pull motivation has an impact on perceived value. Consequently, the implications of the above findings and suggestions are discussed.

並列關鍵字

push and pull motivations ； perceived value ； satisfaction ； loyalty