探討旅遊動機、意象、滿意度、忠誠度之關係－以淡水地區遊客為例

The Study of Travel Motivation, Image, Satisfaction and Loyalty: The Case of Visitors to Tamsui

宋永坤(Yung-Kun Sung) ； 鄧美娟(Mei-Chuan Teng)

《觀光旅遊研究學刊》 7卷1期 (2012/06) Pp. 79-102

https://doi.org/10.29689/JTTR.201206.0005

摘要

本篇研究目的在提供一個整合性的概念，依據理論與實證研究；驗證旅遊動機、意象、滿意度、忠誠度間的因果關條。研究模型包合四項假設。採「淡水休閒遊憩地區」做為本研究之目的地，共收集268份有效問卷，並利用驗證性因素分析及線性結構模式做為資料分析方法。所得主要結果為動機對意象有直接且正向的影響，意象對滿意度有直接且正向的影響，滿意度對忠誠度有直接且正向的影響，及象對忠誠度有直接且正向的影響。相關理論建立與實務上的建議亦提出討論。

關鍵字

旅遊動機 ； 意象 ； 滿意度 ； 忠誠度

並列摘要

The purpose of this study was to offer an integrated approach to examine the theoretical and empirical evidences on the causal relationships among motivation, image, satisfaction and loyalty. A research model was proposed in which four hypotheses were developed. 268 valid questionnaires were collected in a major leisure and recreation destination-Tamsui and the data were analyzed using Confirmatory Factor Analysis (CFA), and Structural Equation Modeling (SEM). The results supported the four hypothesises: motivation directly and positively influenced image; image directly and positively influenced satisfaction; satisfaction had a direct and positive impact on loyalty; image had a direct and positive impact on loyalty. Theory building and practical advices were also provided through discussion.

並列關鍵字

travel motivation ； image ； satisfaction ； loyalty