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題名 | 服務接觸與旅遊品質對體驗價值與重遊意圖之影響--以國立臺灣歷史博物館為例=The Impact of Service Encounter and Trip Quality on Experiential Value and Return Intention--A Case of National Museum of Taiwan History |
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作者 | 黃盈裕; 古梨湘; | 書刊名 | 全球商業經營管理學報 |
卷期 | 5 2013.09[民102.09] |
頁次 | 頁113-126 |
分類號 | 069.7 |
關鍵詞 | 博物館; 服務接觸; 旅遊品質; 體驗價值; 重遊意願; Museum; Service encounter; Trip quality; Experiential value; Return intention; |
語文 | 中文(Chinese) |
中文摘要 | 國人對休閒生活日趨重視,使觀光、遊憩及渡假已成為國人經常從事的活動,博物館多以提供高品質的服務與體驗,來提高參訪者再次重遊之意願,便成為一個重要的課題,本研究主要探討參訪者對於服務接觸、旅遊品質、體驗價值及重遊意圖之間的相互影響。使用參觀博物館的參訪者作為研究的對象,經由導覽服務人員解說後發放問卷,經剔除部份無效問卷後,有效問卷為 358份,本研究進行資料樣本分析、敘述性統計分析、因素分析、信效度分析、性別對各構面 t檢定、變異數、雪費法(Scheffe)及整體模式之關係分析,以分析結果做為研究實證的基礎,來驗證本研究之架構。 本研究透過對假設的驗證,其結果成立的部份為:服務接觸對旅遊品質有顯著正向影響;旅遊品質對體驗價值有顯著正向影響;體驗價值對重遊意圖有顯著正向影響;旅遊品質對重遊意圖有顯著正向影響;服務接觸對重遊意圖有顯著正向影響;不過,在 H2的驗證上,顯示期望的服務接觸與體驗價值間,並未能如預期般有顯著正向的影響關係。因此,本研究的結果應可以提供博物館行銷實務上之參考,進而對參觀者提供正確的服務接觸和旅遊品質,並提升參觀過程體驗互動,使參訪者願意再次參訪博物館。 |
英文摘要 | With an increasing emphasis on leisure life, people nowadays like to spend time on sightseeing and traveling. Museum is the tour spot which people like to stay in leisure time. How to enhance museum’s quality and service, and promote tourists’ willing to return to the museum has become an important issue. This study focuses on the interactions between Service Encounter, Trip Quality, Experiential Value and Return Intention. This study is conducted through the use of questionnaires survey. The subjects are tourists who had visited the museums, and 358 effective questionnaires were received. We used SPSS statistical software to conduct Descriptive Statistics Analysis, Factor Analysis, Reliability Analysis and Validity Analysis, Independent Sample Test, Scheffe and Linear Structure Relation. The result shows that: 1. Service Encounter can positively impact on Trip Quality; 2. Trip Quality can positively impact on Experiential Value; 3. Experiential Value can positively impact on Service Encounter; 4. Service Encounter can positively impact on Return Intention. However, Service Encounter can’t positively impact on Experiential Value. This study provides not only practical reference to museum marketing, but also offers correct Service Encounter and Trip Quality to tourists. Hence, Museums can enhance the interaction during visiting process and make tourists to return to the museum. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。