登山步道遊憩吸引力、服務品質、遊客滿意度與忠誠度影響模式建構之研究

A Study of Effect Model of Recreational Attraction, Service Quality, Tourists' Satisfaction, and Loyalty

李炳昭(Ping-Chao Lee) ； 陳一之(Yi-Chih Chen)

《休閒產業管理學刊》 2卷2期 (2009/08) Pp. 48-65

https://doi.org/10.6213/JLRIM.2009.2(2)3

摘要

本研究旨在建構登山步道遊憩吸引力、服務品質、遊客滿意度與忠誠度的影響模式，根據服務獲利鍊與吸引力、滿意度與忠誠度相關理論鋪陳，作爲建構研究變項的基礎並驗證其因果模式，以提供步道管理及相關研究之參考與應用。本研究採問卷調查法，以臺中市大坑登山步道遊客爲研究對象，並於現地以便利取樣進行施測，得有效問卷共計408份，有效問卷回收率爲91%。依研究目的及驗證假設之需，以結構方程模式進行資料分析。獲致結果：一、經驗證性因素分析結果發現，量表模式整體適配度良好(χ^2=121.23, df=38, χ^2/df=3.19, GFI=0.95, AGFI=0.91, SRMR=0.046, RMSEA=0.073, NNFI=0.94, CFI=0.96, PNFI=0.65, PGFI=0.55, CN=210.42)，且具有良好的信度與效度。二、由模式得知服務品質對遊憩吸引力呈顯著正向相關(γ=0.83)；服務品質對滿意度呈顯著正向影響(γ=0.60)；服務品質對忠誠度呈顯著正向影響(γ=0.27)；遊憩吸引力對忠誠度呈顯著正向影響(γ=0.43)。以此，服務品質對遊憩吸引力、滿意度、忠誠度具有正向影響並達顯著差異，顯示服務品質是構成遊憩吸引力、滿意度、忠誠度不可或缺的先備條件。另外，遊憩吸引力對忠誠度具正向影響並達顯著差異，顯示透過系統性計畫、行銷，塑造對遊客的吸引力，能有效牽引遊客並催化觀光發展。

關鍵字

服務品質 ； 忠誠度 ； 結構方程式 ； 遊憩吸引力 ； 滿意度意度

並列摘要

This study attempted to construct and examine the effect model of recreational attraction, service quality, tourists' satisfaction, and loyalty for hiking trails. The variances were evaluated and the cause, the effect model discovered was tested by the method of service profit chain, attraction, satisfaction, and loyalty. Results of this study proposed some managerial suggestions for hiking trail activity promoters and academics that are able to employ it for other related studies in the future. Questionnaire survey was conducted and data were collected randomly from Dakeng Hiking Trail participants in Taichung city. A total of 408 valid questionnaires (91% of 450) were utilized to answer research questions and verify the hypothesis needs well by the Structural Equation Modeling. The outcomes were as follows. First, the results of the confirmatory factor analysis showed that the overall model fits of the Dakeng Hiking Trail scale were good. (χ^2=121.23, df=38, χ^2/df=3.19, GFI=0.95, AGFI=0.91, SRMR=0.046, RMSEA=0.073, NNFI=0.94, CFI=0.96, PNFI=0.65, PGFI=0.55, CN=210.42) with high reliability and validity. Second, the model showed that service quality positively, significantly influenced recreational attraction (γ=0.83), satisfaction (γ=0.60), and loyalty (γ=0.27). It also showed that recreational attraction positively and significantly influenced loyalty (γ=0.43). Thus, it was concluded that service quality positively and significantly influenced recreational attraction, satisfaction, and loyalty. This indicated that service quality is essential and prior to the others. In addition, the evidence that recreational attraction positively and significantly affected loyalty showed an efficient incentive to develop sightseeing via systematic plan and marketing on attractions.

並列關鍵字

service quality ； loyalty ； structural equation modeling ； recreational attraction ； satisfaction

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