小琉球旅遊服務品質與滿意度及重遊意願之研究─以國立高雄海洋科技大學學生為例

A Study of Quality of Tourism, Satisfaction and Revisiting Willingness in Xiaoliuqiu-A Case of National Kaohsiung Marine University Students

林佳姿(Chia-Tzu Lin) ； 莊詩敏(Shih-Min Chung) ； 張暐莛(Wei-Ting Chang)

《海洋休閒管理學刊》 4期 (2013/08) Pp. 111-136

摘要

觀光業的需求彈性大，如何透過滿足顧客需求提高顧客滿意度，進而達到高度重遊意願，已成了重要的研究議題。本研究選定小琉球進行探究旅遊品質與遊客滿意度及重遊意願三者間的影響關係。研究目的為瞭解小琉球的旅遊品質對滿意度與重遊意願的影響，以及旅遊滿意度是否影響其重遊意願，最後依據研究結果提出建議，做為旅遊業者提升小琉球旅遊品質與遊客滿意度之參考。透過問卷並使用SPSS 20進行資料分析後得到結果：（一）旅遊品質正向影響滿意度與重遊意願的最大因素為自然景觀，其次是解說員的服務品質，而住宿餐飲對其的正向影響力並不大。（二）不論是身心調適的滿意度或者遊客對價格的滿意度皆對小琉球重遊意願有相當大的正向影響力。

關鍵字

旅遊品質 ； 滿意度 ； 重遊意願

並列摘要

There is great elasticity of demand in tourism industry. To improve customer satisfaction by meeting customer requirements, thus achieving high revisiting intentions, has become an important research issue. This study selected Xiaoliuqiu to discuss the relationships among quality of tourism, satisfaction and revisiting willingness. This study aims at investigating the effect of tourism quality of Xiaoliuqiu upon tourist satisfaction and revisiting willingness, and purposes to realize whether satisfaction affects revisiting willingness. Based on the research results, some suggestions are proposed to be reference of improving the quality and satisfaction of tourism. Data were analyzed by SPSS 20 and some conclusions are drawn as follows. The quality of tourism influences positively satisfaction and revisiting willingness. The natural landscape factor and narrator's service quality factor are the first two most important factors that inf1uence satisfaction and revisiting willingness, while the accommodation and cater have less positive inf1uence. Tourist satisfaction in both physical and mental adjustment as well as in price has relatively positive effect on revisiting willingness.

並列關鍵字

tourism quality ； tourist satisfaction ； revisiting willingness