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題 名 | 旅遊動機對滿意度與忠誠度之影響--拉力的關鍵驅動效果=The Effects of Tourism Motivations on Satisfaction and Loyalty: The Key Driver’s Effects of Pull |
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作 者 | 張淑青; 鍾育明; | 書刊名 | 行銷評論 |
卷 期 | 5:4 2008.冬[民97.冬] |
頁 次 | 頁515-538 |
分類號 | 992.014 |
關鍵詞 | 旅遊動機; 滿意度; 忠誠度; Push; Pull; Satisfaction; Loyalty; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究旨在探討旅遊動機、滿意度與忠誠度之影響關係, 建構以推 力、拉力為前因變項,滿意度為中介變項,忠誠度為結果變項之結構方程 模式(SEM), 發展結構式問卷作為調查工具, 選擇澎湖觀光旅遊為研究範 圍,針對到訪澎湖遊客進行問卷調查。總計得到618 份有效問卷,研究發 現拉力對滿意度有直接正向顯著影響;而推力對滿意度並無顯著影響, 滿 意度與忠誠度有直接正向顯著影響, 而推力與拉力對忠誠度均有直接正向 顯著影響。再經由路徑效果分析顯示,拉力是驅動遊客忠誠度之關鍵因子, 研究結果提供推動澎湖觀光旅遊的建議與參考。 |
英文摘要 | The purpose of this study was to explore the relationships among travel motivations, satisfaction, and loyalty. A cause-effect model was constructed, the two variables push and pull were taken as antecedents, satisfaction was taken as mediated variable, and loyalty was taken as effect variable in our cause-effect model, and their relationships were subjected to testing using the structural equation modeling (SEM) approach. A structural questionnaire was developed as a survey tool. Penghu tourism was selected to be the research scope; the visitors were selected to be the study samples, a total of 618 valid questionnaires were collected for analysis. The findings of this study indicate that the structural model employed fits the data very well: pull have significant direct effects on satisfaction; while push has no significant direct effects on satisfaction, satisfaction have significant direct effects on visitors’ loyalty, both push and pull have significant direct effects on visitors’ loyalty as well. All in all, pull plays to be a key driving force of loyalty. On the basis of the research results, ample and concrete managerial suggestions are offered to formulate the tourism strategy and development in Penghu. |
本系統中英文摘要資訊取自各篇刊載內容。