本研究對象為高速公路服務區的旅客,回顧過往國內學者研究服務區文獻中發現,多數學者探討大都從服務區的硬體設施或服務品質、績效、滿意度等作為著眼點,本研究乃欲從旅客就其知覺之旅遊休憩意象、旅遊服務品質、旅客滿意度、旅客關係品質與旅客重遊意願之關係及影響做探討。 本研究係以旅客進入清水、泰安及西螺等三處服務區隨機發放,共發放420份問卷,泰安、清水及西螺服務區各140份,回收問卷400份,扣除無效問卷,實得有效問卷360份,回收率為86%。本研究並運用SPSS18及AMOS等統計方法,進行描述性統計、信效度分析、回歸分析、單因子變異數分析及結構方程模式(SEM)等分析,其研究結果如下: 1.旅遊休憩意象與關係品質間具有正向顯著影響。 2.旅遊休憩意象與滿意度間具有正向顯著影響。 3.服務品質與關係品質間具有正向顯著影響。 4.服務品質與滿意度間具有正向顯著影響。 5.旅遊休憩意象與重遊意願間具有正向顯著影響。 6.服務品質與重遊意願間具有正向顯著影響。 7.關係品質與重遊意願間具有正向顯著影響。 8.滿意度與重遊意願間具有正向顯著影響。 關鍵詞:旅遊休憩意象、服務品質、關係品質、滿意度、重遊意願
The research subject is the tourist in Freeway Service Area. In the past references, most of the researches focus on the hardware equipment, service quality, and Customer Satisfaction. This research aims to find out how is the relationship and impact between tourism rest image, travel service quality, customer satisfaction, travel relationship quality, customer’s willingness to revisit the service area. The questionnaires are issued randomly in Qingshui, Tai’an, and Siluo service area, and the grand total provides 420 questionnaires, 130 questionnaires each service area. 400 questionnaires are collected. Ruling out the invalid ones, 360 of the questionnaires are effective. The effective correspondling rate is 86%. This research uses the statistical method of SPSS18 and AMOS to practice Descriptive Statistics, Analysis of Reliability and Validity, regression analysis, one-way ANOVA, Structural Equation Modeling (SEM). The result is as below: 1.There is a significant positive impact on the relationship between tourism rest image and relationship quality. 2.There is a significant positive impact on the relationship between tourism rest image and satisfaction. 3.There is a significant positive impact on the relationship between service quality and relationship quality. 4.There is a significant positive impact on the relationship between service quality and satisfaction. 5.There is a significant positive impact on the relationship between tourism rest image and revisiting willingness. 6.There is a significant positive impact on the relationship between Service quality and revisiting willingness. 7.There is a significant positive impact on the relationship between relationship quality and revisiting willingness. 8.There is a significant positive impact on the relationship between satisfaction and revisiting willingness. Keywords:Tourism Rest Image,Service quality,Relationship quality,Satisfaction, Revisiting willingness