2006年世界卡通博覽會遊客吸引力、滿意度與忠誠度之研究

A Study of Tourists' Attractiveness, Satisfaction and Loyalty on the 2006 World Cartoon Exhibition

黃秀卿(Chia-Ming Chang) ； 張家銘(Hsiu-Chin Huang)

《運動休閒餐旅研究》 2卷1期 (2007/03) Pp. 15-32

https://doi.org/10.29429/JSLHR.200703_2(1).02

摘要

本研究主要目的在調查2006年世界卡通博覽會遊客在吸引力、滿意度及忠誠度認知情形，並驗證遊客在吸引力、滿意度與忠誠度等變項間之影響關係。以參加2006年世界卡通博覽會的成人遊客為研究對象，並以系統取樣的方式施測700位遊客進行問卷填答。資料經描述統計及結構方程模式統計分析結果：（一）本研究分析遊客的吸引力、滿意度和忠誠度認知是趨向正面的。（二）遊客之吸引力認知程度會顯著正面影響滿意度及忠誠度，而遊客之滿意度會顯著正面影響忠誠度。所獲得之研究結果可提供給未來主辦單位、研究者及相關業界作為參考。

關鍵字

2006年世界卡通博覽會 ； 吸引力 ； 滿意度 ； 忠誠度

並列摘要

The study was to investigate perceptions of visitors' attractiveness, satisfaction and loyalty, and to verify the relationships among visitors' attractiveness, satisfaction and loyalty on the 2006 World Cartoon Exhibition. Total 700 respondents were acquired via systematic sampling method. Data analysis employed descriptive statistics and structure equation model. According to the results： 1. The perceptions of visitors' attractiveness, satisfaction and loyalty were positive perceptions. 2. The results revealed the tourists' attractiveness had significant direct positive influence satisfaction and loyalty. The tourists' satisfaction had significant direct positive influence loyalty. The results of this study would provide useful information for exhibition host, researchers, and related industries eventually.

並列關鍵字

2006 World Cartoon Exhibition ； attractiveness ； satisfaction ； loyalty

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