本研究之對象為越南Sapa旅遊地區的遊客,研究目的旨在了解Sapa目的地意象、服務品質對顧客價值、滿意度與重遊意願的影響及相關性,以供相關單位對Sapa目的地意象的行銷及服務品質優劣的改善做參考。 本研究方法為問卷調查法,共發出400份問卷, 回收有效問卷為252份 ,再利用統計分析工具SPSS和LISREL軟體進行資料的實證分析,分析方法共分為四個部分為描述性統計、信效度分析、相關分析與結構方程模式。研究結果發現目的地意象對顧客價值有顯著正向影響;服務品質對顧客價值有顯著正向影響;顧客價值對滿意度有顯著正向影響;遊客的滿意度對重遊意願有顯著正向影響。
Vietnam, Sapa is the destination in this research. Tourists in Sapa are the main survey object. The aim of this study is researching destination image, service quality, customer value, satisfaction and revisiting intention and their relationship,in order to give related bureau as a reference for developing tourism industry. The method of this research was questionnaire survey, total number 400 questionnaires were issued, from which 252 valid responses were collected. This research used SPSS and LISREL as statistical tool to conduct confirmatory analysis, the data were analyzed by using descriptive statistics, reliability and validity analysis, correlation analysis, path analysis. The results of this research revealed: Destination image positively influence for customer value; service quality positively influence for customer value; customer value positively influence for satisfaction; satisfaction positively influence for revisiting intention.
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