本研究旨在運用遊客欲體驗觀光產品所產生之期待感,將期待意象設計於遊客等候中,以瞭解遊客於等候中及等候後對等候品質、滿意度及忠誠度之關係為何。在休閒觀光領域中等候可能成為觀光產品之一;然極少探討如何將「期待感」運用於遊客對觀光產品之「期待意象」中,藉由期待意象適當的環境刺激之控制,以改善顧客於等候過程所產生的負面情緒,並改變遊客對等候時間之認知長短(Zakay & Hornik, 1991)。 因此本研究以花蓮遠雄海洋公園為例,共發放589份問卷,回收了問卷568份,扣除無效問卷54份後,共計有效問卷有514份,本研究並剔除有遺漏值之問卷76份,剩438份作為本研究樣本分析之依據。 本研究結果顯示:1.花蓮遠雄海洋公園海盜大驚航飛艇具有緊張刺激氛圍及愉悅氛圍之期待意象。2.遊客的期待意象越強烈,其遊客對園方整體滿意度越高。3.遊客感受等候品質之服務越高,對園方整體滿意度越高。4.遊客的期待意象越強烈,對服務提供者所提供的等候品質評價越正面。5.期待意象與等候品質皆會透過滿意度為中介變項影響遊客的忠誠度。6.遊客在期待意象強烈下對合理及可容忍的等候時間長度,高於一般狀態下合理等候時間。7.當遊客的期待意象越強烈,且等候品質、滿意度與忠誠度之評價越正面,則無論是何種狀態下對等候時間之容忍度將延長。
The purpose of this study is to understand the relationships among expected image, waiting quality, satisfaction, and loyalty by designing the expected image for the tourists’ waiting process, based on the tourists’ wants and their anticipation feeling of experiencing the tourism product. Waits also become products in the leisure and tourism domain. It requires investigation that how “the anticipation feeling” can be utilized to produce the “expected image” as a stimulation to change and improve the customer’s cognition of the length of the waiting time (Zakay & Hornik, 1991). This research takes the Hulien Farglory ocean theme park as an example. Totally 589 questionnaires are distributed and 568 are gathered. By deducting 54 invalid questionnaires, valid questionnaires amount to 514. In 514 questionnaires, 76 that are incomplete are rejected. As a result, 438 questionnaires are collected as the valid analyzed samples. The results of the study were: (1) the Pirate of Eldorado of Hulien Farglory Ocean Park has developed the expected image characteristic of the atmosphere full of wonder and joy; (2) the more intense the tourist's expected image is, the higher the tourists’ overall satisfaction will be; (3) the higher the waiting quality for service is, the higher the tourists’ overall satisfaction will be; (4) the more intense the tourist's expected image is, the better the waiting quality that the tourists think the service provider provides will be; (5) the influence of the expected image and the waiting quality as intermediate variables have an impact on the tourist's loyalty; (6) the tourists served with the intense provision of the expected image can tolerate longer waiting time than those in normal conditions; (7) when the tourist's expected image is intense, and also the waiting quality, the sense of satisfaction and the loyalty appraisal are promoted, the tourists accept the longer waiting time, provided that other conditions are equal.