以旅遊型態作為干擾變數來研究旅遊動機、旅遊滿意度與目的地忠誠度之間的關係

TRAVEL TYPES AS A MODERATOR FOR STUDY OF RELATIONSHIPS AMONG TRAVEL OTIVATION, TRAVEL SATISFACTION, AND DESTINATION LOYALTY

吳妮容(Ni-Rung Wu)

指導教授 ： 陳美芳

大同大學/經營設計學院/事業經營學系所/博士(2006年)

摘要

根據觀光局「89年至94年中華民國國民出國目的地人數統計」，日本連續兩年為第二名，且連續五年皆為正成長率。又觀光局93年國人旅遊狀況調查報告中提及依目前的能力考慮後，再詢問想去國外旅遊的民眾，日本地區比例最高(48.2%)。在許多亞洲國家，像是台灣、日本、韓國與中國等，套裝旅行是外國旅遊中最主要的旅遊方式 (Wang , Hsieh, and Huan, 2000)。台灣觀光局2004年對於出境旅客所作的調查中指出，47.8 %的旅客選擇套裝旅行，只有9.2 %的旅客是採用自助旅行的方式。此研究檢示此二者 (套裝旅行與自助旅行)為研究對象。
雖然日本是台灣民眾所喜愛的旅遊地點，但少有探討國人赴日之旅客動機、滿意度。為了了解不同旅遊型態對於上述三構念的影響，我們使用旅遊型態作為干擾變數來檢示旅遊動機、旅遊滿意度及目的地忠誠度的關係。
研究結果發現： (1) 台灣人赴日旅遊分別具有六項推動機與拉動機。推動機部份，國人赴日的內心動機重要順序依次為刺激、安全/有趣的、逃離、成就、放鬆、家庭團聚。拉動機部分，國人赴日因為日本的六項特色，依序為歷史遺跡、節慶活動、休閒設施、民主政治、夜生活、日本的景色；(2) 旅遊動機與旅遊滿意度有正向的關係；(3) 旅遊滿意度與目的地忠誠度有正向的關係；(4) 自助旅行較套裝旅行，對於推式動機與旅遊滿意度的關係有較強的影響效果；(5) 套裝旅行較自助旅行，對於旅遊滿意度與目的地忠誠度之間的關係有較弱的影響效果。

關鍵字

目的地忠誠度 ； 旅遊滿意度 ； 旅遊動機

並列摘要

According to “Outbound Departures of Nationals of the Republic of China by Destination, 2000-2005” investigated by Taiwan Tourism Bureau, Japan has been the second place for two years in succession, and all been positive rate of growth for five years in succession. As well in “2004 Survey of Travel by R.O.C Citizens” examined by Taiwan Tourism Bureau, asking Taiwanese about considering your capability now, what is the overseas destination that you want to go to? Japan is in the great majority (48.2%) .
In many Asian countries, such as Taiwan, Japan, Korea, and China, etc., the group package tour is one of the main modes of outbound travel. Taiwan Tourism Bureau investigated tourists go abroad for traveling in 2004, 47.8 % of them adopted “Group tour arranged through the travel agency”. On the other hand, in 2004 there are only 9.2 % of tourists chose “Self-arranged tours without any arrangement by a Taiwan travel agency”. In this study we examine these two types (Group tour arranged through the travel agency; Self-arranged tour without any arrangement by a Taiwan travel agency).
In the literature to date, few studies have focused on the Taiwanese’s motivation and their travel satisfaction to travel to Japan. In order to understand whether the different travel types affect travel motivation, travel satisfaction, and destination loyalty, we use travel type as moderator to examine the relationships among travel motivation, travel satisfaction, and destination loyalty.
The main results are as follows: (1) we realized Taiwanese who travel Japan have six push motivations and six pull motivations. In push motivations, intrinsic desires, the importance order is exciting, safety/fun, escaping, achievement, relaxation, family togetherness. Pull motivation is related with the attributes of the destination choices. Taiwanese went to Japan because of historic relics, festival activities, recreational facilities, democracy, night life, scenery of Japan; (2) travel motivation is positively related to travel satisfaction; (3) travel satisfaction is positively related to destination loyalty; (4) The relationship between push motivation and travel satisfaction is stronger for travelers adopt FIT than those join GPT; (5) The relationship between travel satisfaction and destination loyalty is weaker for travelers join GPT than those adopt FIT.

並列關鍵字

destination loyalty ； travel motivation ； travel satisfaction

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