本研究旨在建構並驗證「旅遊動機、解說服務滿意度與賞鯨活動忠誠度關係模式」,進而瞭解賞鯨遊客之旅遊動機、解說服務滿意度與賞鯨活動忠誠度三者間之關係。研究對象以宜蘭烏石港之賞鯨遊客進行問卷調查,共獲得有效問卷414份。經文獻回顧相關理論後以結構方程模式進行分析,研究結果顯示,本研究之「旅遊動機、解說服務滿意度與賞鯨活動忠誠度關係模式」,整體模式適配程度良好。由該模式得知,遊客旅遊動機與解說服務滿意度皆顯著正向地影響賞鯨活動忠誠度;而且,旅遊動機對解說服務滿意度也有顯著正向的影響。根據研究結果對賞鯨業者提出建議,藉由提升遊客旅遊動機及解說服務滿意度,以期提升賞鯨活動之忠誠度,並對後續研究提出相關的建議。
The purpose of this study was to establish a conceptual model of whale-watching tourists integrating three constructs including traveling motivation, satisfaction for interpretive service and loyalty. We explored the causal relationships among whale-watching tourists' traveling motivation, satisfaction for interpretive service and loyalty in the context of whale-watching. A total of 414 valid questionnaires were collected through on-site face-to-face survey from whale-watching tourists at the Wu-Shi Port of I-Lan County. The findings indicated an acceptable fit in the overall modified model. Using Structural Equation Modeling analysis, the results showed that the whale-watching tourists' traveling motivation and satisfaction for interpretive service significantly and positively influenced loyalty for whale-watching, and their traveling motivation significantly and positively influenced satisfaction for interpretation. Based on the results derived, we proposed a number of managerial suggestions for whale-watching operators so as to promote whale-watching tourists' traveling motivation, satisfaction for interpretive service, and loyalty. The recommendations for future research were also provided.