銀髮族觀光客之來源國意象、目的地意象、旅遊服務品質與旅遊滿意度之研究

A Study of the Relationships among Country of Origin Image, Destination Image, Travel Service Quality and Travel Satisfaction: From Senior Tourists' Perspective

徐美婷(Mei-Ting Hsu)

《經營管理論叢》 8卷1期 (2012/06) Pp. 63-82

https://doi.org/10.6872/OMR.201206_8(1).0005

摘要

世界觀光組織估計，截至2020年之觀光旅遊人口將高達16億人次，而國際觀光境外旅遊之遊客之中，銀髮族因為退休而擁有多餘閒暇時光，因此是最常從事旅遊之族群之一。爰此，本研究主要目的在於建構台灣銀髮族觀光客知覺之來源國意象、目的地意象、旅遊服務品質及滿意度之關係模式，樣本調查蒐集424位銀髮族旅客，路徑分析結果顯示目的地意象與旅遊服務品質在來源國意象與滿意度之間產生中介效果，且當台灣銀髮族認知較低旅遊品質時，目的地意象會對來源國意象與旅遊滿意度產生中介效果。

關鍵字

來源國意象 ； 目的地意象 ； 旅遊服務品質 ； 旅遊滿意度

並列摘要

According to the estimation of World Tourism Organization, it expects that the population of international tourists will up to 1.6 billions in 2020. With respect to international outbound travel, seniors are one of most frequently traveling segments because much available time owned after their retirement. The objective of this study is to propose a relationship model of country of origin image, destination image, travel service quality, and travel satisfaction. Path-analytic tests using data collected from 424 Taiwan's senior tourists suggest that destination image and travel service quality mediate the relationship between country of origin image and travel satisfaction and that destination image mediates that between country of origin image and travel satisfaction when Taiwan' senior tourists perceive low travel quality.

並列關鍵字

Country of Origin Image ； Destination Image ； Trip Service Quality ； Travel Satisfaction