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研究生:簡綜慶
研究生(外文):Tsung-Ching Chine
論文名稱:旅遊服務品質與顧客滿意度與旅遊後行為意圖之研究-以澎湖旅遊為例
論文名稱(外文):Tourism service quality and customer satisfaction and behavior intention of tourism - as an example to the Penghu Tourism
指導教授:蘇文斌蘇文斌引用關係
指導教授(外文):Wen-Pin Su
學位類別:碩士
校院名稱:亞洲大學
系所名稱:國際企業學系碩士班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2008
畢業學年度:96
語文別:中文
論文頁數:64
中文關鍵詞:旅遊服務品質顧客滿意度旅遊後行為意圖
外文關鍵詞:Tourism Service QualityCustomer Satisfactionbehavior intention of tourism
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隨著台灣的經濟進步,國人開始注重生活品質,而週休二日的實施,更使國人開始有規畫出遊的想法,當然除了旅遊的距離外,其旅遊的品質更是遊客所重視的。澎湖每年的觀光客大約有50萬人次,而吸引這些遊客到澎湖觀光的因素,除了澎湖擁有舒適的氣候、獨特的天然地質以及豐富的水上活動外,澎湖縣政府每年所舉辦的花火節或是一系列的觀光活動,更是吸引眾多遊客前往旅遊的目的之一。
故本研究主旨在探討國人前往澎湖旅遊,其遊客本身對旅遊意像的認知、及旅遊服務品質與顧客滿意度之關係,同時當旅遊品質滿足遊客時,遊客的行為意向,是否會再次願意到澎湖當地旅遊。本研究採用問卷調查法,主要以國人赴澎湖旅遊之遊客為對象,藉由遊客問卷調查,來分析當前澎湖旅遊品質市場「遊客滿意度」與「遊客行為意向」的主要因素,所收集的資料,作相關敘述性統計分析與迴歸分析,並建構一個包含「旅遊目的地意像」、「旅遊服務品質」對「顧客行為意圖」影響之關係模式。
根據研究結果發現,有五成(51.0%)的遊客是第一次造訪澎湖,前往澎湖的遊客以學生居多(66.9%),而高達八成(81.0%)的遊客主要前往澎湖的目的是觀光旅遊,且停留時間大多在2至3天(75.4%)。且由分析結果得知,本研究建立的旅遊目的地意象、旅遊服務品質與旅遊後行為意圖的分析均得到正向關係。故,本研究所提出的假說也因此得到證實。
With Taiwan's economic progress, people start on the quality of life, and the implementation of two-day weekend, so that more people have started planning trips ideas, of course, in addition to travel the distance, their travel is the quality of tourists seriously. Penghu of tourists each year about 500,000 people, and attract tourists to the Penghu Tourism factors, in addition to the Penghu has a comfortable climate, unique natural geological and a wealth of water activities, the Penghu County Government's annual festival organized by Huahuo or a series of tourism activities, is attracting many tourists to one of the purposes of tourism.
In this study of people subject to Penghu tourism, the tourists themselves, as the Italian tourist awareness, tourism and the service quality and customer satisfaction, quality of tourism meet at the same time when the tourists, tourists of intent, it will once again willing to Penghu local tourism. This study used a questionnaire survey, mainly to Chinese tourists to the Penghu Tourism targeted, the survey by visitors to Penghu tourism quality analysis of the current market, 「visitor satisfaction」and 「visitor behavior intention」of the main factors, the information gathered For statistical analysis and narrative related to regression analysis, and includes building a 「tourist destinations like Italy」,「Quality Tourism Services」to 「customer behavior intention」of the affected models.
Based on the findings found that 50% (51.0%) of the tourists is the first visit Penghu, the tourists went to Penghu to the majority of students (66.9%), while up to 80% (81.0%) of visitors to Penghu's main purpose is sightseeing And stay mostly in 2-3 days (75.4%). And by the results of that analysis, this study established tourist destination image, tourism service quality and tourism after the analysis of intent received positive relationship.Therefore, the institute has therefore proposed the hypothesis to be confirmed.
頁次
第一章 緒論…………………………………………………………… 1
第一節 研究背景與動機………………………………………… 1
第二節 研究目的………………………………………………… 5
第三節 研究流程………………………………………………… 6
第四節 澎湖觀光業發展現況…………………………………… 7
第二章 文獻探討…………………………………………………… 9
第一節 目的地意象……………………………………………… 9
第二節 服務品質的定義…………………………………………14
第三節 顧客滿意度………………………………………………17
第四節 知覺價值…………………………………………………22
第五節 行為意圖…………………………………………………23
第三章 研究方法…………………………………………………… 25
第一節 研究架構與假說…………………………………………25
第二節 問卷設計與各變數之衡量………………………………27
第三節 界定研究範圍、對象及抽樣方法………………………31
第四節 資料分析…………………………………………………32
第四章 實證分析與結果…………………………………………… 33
第一節 基本資料敘述統計分析…………………………………33
第二節 信度分析…………………………………………………37
第三節 旅遊目的地意象與旅遊服務品質構面萃取……………40
第四節 人口統計變數對主要變數之差異分析……………… 45
第五節 旅遊目的地意象與旅遊服務品質之迴歸分析………47
第五章 研究結論與建議………………………………………… 50
第一節 研究結論………………………………………………50
第二節 研究建議………………………………………………52
第三節 研究限制與後續研究發展……………………………53
參考文獻……………………………………………………………54
附錄…………………………………………………………………61
A. 中文
a.期刊文章
1.吳金源、林玥秀。(2004)。旅客社會人口與旅遊特性和旅遊目的地意象間關係之研究-以花蓮旅遊目的地意象為例。「台灣地方鄉鎮觀光產業發展與前瞻學術研討會」,2004年度:287-304。
b.出版之論文
1.王信惠、陳璋玲。(2007)。「宗教觀光地旅遊意象、知覺價值、旅遊品質、滿意度與遊後行為意圖關係之研究-以北港為例」。南華大學旅遊事業管理研究所碩士論文。
2.吳佩芬。(1997)。「主題園遊客對主題意象認知之研究-以六福村主題園樂園為例」。逢甲大學土地管理研究所碩士論文。
3.吳金源、林玥秀。(2004)。「花蓮旅遊目的地意象與旅遊意願關係之研究-以奇摩網站的旅遊社群使用者為例」。國立東華大學觀光暨遊憩管理研究所碩士論文。
4.林陽助,(1996),「顧客滿意度決定模型與效果之研究—臺灣自由小客車之實證」。國立臺灣大學商學研究所博士論文。
5.洪東濤、關複勇。(2004)。「澎湖國家風景區潛在遊客意象區隔及行銷策略之研究」。國立高雄第一科技大學行銷與流通管理研究所碩士論文。
6.陳運欽。(2004)。「觀光地意象認知與旅遊選擇意願之研究」。銘傳大學觀光研究所碩士論文。
7.陳簾伃。(2004)。「體驗品質對情緒、價值、體驗滿意度、承諾及行為意圖影響之研究-以台灣現代戲劇演出為例」。輔仁大學管理學研究所碩士論文。
8.黃佳慧。(2005)。「體驗品質、滿意度及行為意向關係之研究-以華陶窯為例」。朝陽科技大學休閒事業管理所碩士論文。
9.蔡文凱。(2005)。「主題樂園服務品質、顧客滿意、知覺價值與行為意向關係之研究-以月眉育樂世界探索樂園為例」。朝陽科技大學休閒事業管理所碩士論文。
10.魏鼎耀、蔡東峻、陳勁甫。(2005)。「旅遊意象對滿意度與重遊意願之影響研究-以2006台灣燈會為例」。南台科技大學休閒事業管理研究所碩士論文。
B.英文
a. For periodicals
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2.Bitner, M. J. (1990). Evaluating service encounters: the effects of physical surrounding and employee responses. Journal of Marketing, 54, 69-82.
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4.Crompton,J.L(1979a).An Assessment of the Image of Mexico as a Vacation Destination and the Influence of Geographical Location upon that Image,Journal of Travel Research,17 (4),18-23.
5.Churchill, G.A. and Surprenant, C., “An Investigation into the Determinants of Customer Satisfaction,” Journal of Marketing Research, Vol. 19, pp. 491-504, (1982).
6.Ditcher,E.(1985).What’s in an Image,Journal of consumer marketing ,37(4),and 75-81.
7.Dodds ,W.B.,Monroe,K.B.,Grewal,D.(1991)“The effects of price, brand and store information on buyers’product evaluations, ”Journal of Marketing Research, Vol.28, August,pp.307-319.
8.Echtner,C.M &Ritchie ,J.R.B(1993),“The Measurment of Destination Image:An Empirical Assessment,”Journal of Travel Research,Vol.31(4),3-13.
9.Fakeye, P. C., and Crompton, J. L. (1991). Image Differences between Prospective, First-time, and Repeat Visitors to the Lower Rio Grande valley. Journal of Travel Research, 30(2), 10-16.
10.Gronroos,C.(1984),“A Service Quality Model and its Marketing Implications,”European Journal of Marketing,Vol.18, pp. 37-45.
11.Gartner, W. C. (1989). Tourism Image: Attribute Measurement of State Tourism Products Using Multidimensional Scaling Techniques. Journal of Travel Research, 28(Fall), 16-20.
12.Milman, A., and Pizam, A. (1995). The Role of Awareness and Familiarity with a Destination: The Central Florida Case. Journal of Travel Research, 33(3), 21-27.
13.Oliver, R. L., (1980), A Cognitive Model of the Antecedents and Consequences ofSatisfaction Decisions, Journal of Marketing Research, 17(6), 460-469.
14.Oliver,R.L.(1981),“Management and Evaluation of Satisfaction Process in Retail Settings, ”Journal of Retailing, Vol.57,No.3,pp.25-48.
15.Ostrom, Amy and Iacobucci, Dawn.(1995)“Consumer Trade-Offs and the Evaluation of Services”, Journal of Marketing, pp.17-28.
16.Parasurman, A Valarie Zeithmal, and Leonard Berr(1985),“ A Conceptual Model of Service Quality and its implications for Future Research ” Journal of Marketing, P.41-50 Fall.
17.Parasurman, A Valarie Zeithmal, and Leonard Berry,(1988)“SERVQUAL: A Multiple- Item Scale for Measuring Consumer Perceptions of Service Quality ” Journal of Retailing,Vol.64 No1,P12-40,Spring.
18.Singh, Jagdip.(1991)“Understanding the Structure on Consumer Satisfaction Evaluation of Service Delivery”, Journal of the Academy of Narketing, Vol.19,pp.223-234.
19.Woodruff, R. B., Cadotte, Ernest, and Jenkins, R. L.(1983),“Modeling Consumer Satisfaction Processes Using Experience-Based Norms,” Journal of Marketing Research,Vol.20,August, pp.296-304.
20.Woodside, A.G., Lisa L. Frey, & Robert Timothy Daly,“Linking Service Quality, Customer Satisfaction, and Behavioral Intentions”, Journal of Health Care Marketing, Vol. 9, pp. 5-17,(1989).
21.Zeithaml,V.A.,1998,Consumer Perceptions of Price, Quality and Value :A Means-End Model and Synthesis of Evidence, Journal of Marketing,52,2-22.
22.Zeithaml,V.A.,Berry,L.L.&Parasuraman .,A.(1996).“The Behavioral Consequences of Service Quality, ”Journal Marketing,Vol.60(April),31-46.
b. For book
1.Engel,J.E.,R.D.Blackwell and P.W. Miniard(1995),Consumer Behavior,Florida:The Dryden Press.
2.Gronroos, C., (1982), Customer loyalty: How to keep it, Simmon and Schuster Inc.
3.Gunn, C. A. (1988). Vacationscape: Designing Tourist Regions,New York: Van Nostrand Reinhold Publishers, 2nd ed, 23-28.
4. Howard, J. A. & Sheth, J. N., “The Theory of Buyer Behavior ”,New York, NY, John Wiley and Sons Inc, (1969).
5.Howard, J. A. & Sheth, J. N., “The Theory of Buyer Behavior”,New York, NY, John Wiley and Sons Inc, (1969).
6. Hunt, H. K., (1977), Conceptualization and Measurement of Consumer Satisfaction and Dissatisfaction, Cambridge, MA: Market Science Institute.
7.Juran,J.M.(1986),“A Universal Approach to Managing for Quality,”Quality Progress,pp.19-24.
8.Kotler, P. (1991). Marketing management analysis, planning, implementation and control (7th ed.). Englewood Cliffs, New Jersey: Prentice-Hall.
9.Levitt, T., (1972), Production-line approach to service,Harvard Business Review, 50, 4, 41-52.
10.Lovelock,C.H.(2001) Services Marketing,4th ed., Prentice Hall International.
11.Murphy,P.,Pritchard ,M.P.&Smith.(2000),“The Destination Product and Its Impact on Traveler Perceptions, ”Tourism Management ,Vol.21,43-52.
12.Sasser, W. E., R. P. Olsen, and D. D. Wyckoff, (1978), Management of service operation: text and case, Bostion: Allyn & Bacon.
13.Thaler,R.(1985).Mental Accounting and Customer Choice. Marketing Science,4,199-214.
c. For multi-author book
1. Anderson, E.W. & Sullivan, M.W., “The Antecedents and Consequences of Customer Satisfaction for Firms”, Marketing Science, Vol. 12, pp. 25-43, (1994).
2. Czepiel, John A. ( 1974) , Perspective on Consumer Satisfaction, AMA Conference Proceedings, pp.119-123.
3. Day, Ralph L.,(1977), Extending the Concept of Consumer Satisfaction,Atlanta: Association for Consumer Research, Vol.4, pp.149-154.
4. Day, Ralph(1984), “Modeling Choices Among Alternative Responses to Dissatisfaction, ” in Advances in Consumer Research, vol.11. Thomas C.Kinnear, ed., ann Arbor, MI:Association for Consumer Research, pp.496-499.
5.Gartner W.(1993),“Image Formation Process,”In Communication and Channel Systems in Tourism Marketing M.Uysal and D. Fesenmaier, eds.,191-215, New York:Haworth Press.
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