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題 名 | 遊客利益追求、服務品質對整體滿意度及重遊意願關聯之研究--以臺灣地區國際觀光旅館為例=An Integrated Research of Benefits Sought, Service Quality to Overall Satisfaction and Repeat Visits: An Example of International Tourism Hotel in Taiwan Area |
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作 者 | 許立群; | 書刊名 | 遠東學報 |
卷 期 | 23:2 民95.06] |
頁 次 | 頁177-200 |
分類號 | 489.2 |
關鍵詞 | 結構方程式模型; 國際觀光旅館; 利益追求; 服務品質; 整體滿意度; 重遊意願; Structural equation model; SEM; International tourism hotel; Benefits sought; Service quality; Overall satisfaction; Repeat visits; |
語 文 | 中文(Chinese) |
中文摘要 | 二十一世紀觀光事業是最具有發展潛力的產業,我們每一位國人日常生活都離 不開觀光。觀光產業在國人休閒旅遊風氣日漸普及下與自從政府實施週休二日 之後,國人花費更多時間從事旅遊活動,漸漸開始對休閒生活的需求開始呈現 質與量之提升,而旅館業是休閒、觀光產業的核心,觀光旅館儼然成為台灣旅 館市場的主流。 過去對旅館的研究多半集中在經營績效、顧客滿意度及服務品質等主題,然而 探討國際觀光旅館的因果關係之相關研究較少,故本研究透過問卷方式作為資 料收集方式,針對遊客選擇到國際觀光旅館之利益追求、服務品質、整體滿意 度及重遊意願進行因素分析,並針對利益追求、服務品質對整體滿意度及重遊 意願三個構面進行關聯性檢定,以判定其是否具有明顯關聯性,再判別不同社 經背景對於利益追求、服務品質、整體滿意度及重遊意願是否有顯著差異。 最後針對未來目標市場選擇、擬定行銷及發展策略,以作為業者未來經營方向 及策略之參考。 本研究結果: 不同社經背景對利益追求、服務品質以及整體滿意度與重遊意願具部分顯著差 異性。而利益追求對整體滿意度與重遊意願不具顯著差異性;服務品質對整體 滿意度與重遊意願具正向且顯著差異性;利益追求與服務品質具正向且顯著關 聯性,最後本研究結構方程模型配適度具有高度的解釋力。 |
英文摘要 | Tourism industry is the most potential for development industry in 21st century, we can not leave tourism in our life. Tourism industry becomes a trend of common now for our citizens and since the government has implemented the two days off weekend, our citizens spend more time to traveling. People are more demanding for the quality of their leisure time. Hotel industry is the core of tourism industry, which international tourism hotel has become the main stream of Taiwan’s tourist hotel market. In the past, the topics about hotel researching were mostly focused on its management performance, service quality and guest satisfaction. However, the analysis on the causal relation’s research was seldom involved. So this research were data collected by questionnaires survey, the analysis mainly from the tourist choice to visit international tourism hotel, thought the factor analysis benefits sought , service quality to overall satisfaction and repeat visits. And analysis on the causal relation’s about the three dimension that we understand the relation among them. Depend to population statistic variables to differentiate benefits sought, service quality, overall satisfaction and repeat visits if they have significant difference. The last part of the research attempt to provide certain improvement idea of marketing strategy, as well as promotional strategies at these different types of consumers for hotel manager. The research results: Population statistic variables have a part of significant difference with benefit sought, service quality, overall satisfaction, repeat visits. Benefit sought doesn’t significant difference with their overall satisfaction and repeat visits in a positive way, service quality significant difference with their overall satisfaction and repeat visits in a positive way, benefit sought significant correlation with service quality. Finally, the results from the structural equation modeling revealed that the goodness of fit was quite high. |
本系統中英文摘要資訊取自各篇刊載內容。