本研究之對象為台灣旅遊地區的遊客，研究目的旨在了解下龍灣目的地意象、服務品質、口碑對顧客價值與滿意度的影響及相關性，以供相關單位對下龍灣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,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；口碑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。

Vietnam, Ha Long bay is the destination in this research. Tourists in Ha Long bay are the main survey object. The aim of this study is researching destination image, service quality, word of mouth, customer value, satisfaction 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 320 questionnaires were issued, from which 309 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.

摘要.................................................................... .i
Abstract................................................................ii
誌謝....................................................................iii
目錄.................................................................... iv
圖目錄..................................................................vii
第一章 緒論..............................................................1
第一節 研究背景與動機................................................... 1
第二節 研究目的 .............................................................6
第三節 研究流程 .............................................................7
第二章 文獻探討 .............................................................9
第一節 目的地意象............................................................9
一、 目的地意象的定義.......................................................9
二、 目的地意象之形成......................................................10
三、 目的地意象的衡量......................................................14
四、 小結.................................................................15
第二節 服務品質.............................................................16
一、 服務品質之定義.......................................................16
二、 服務品質之衡量構面...................................................18
三、 小結................................................................22
第三節 口碑................................................................22
一、 口碑之定義...........................................................22
二、 口碑之衡量構面.......................................................23
三、 小結................................................................24
第四節 顧客價值.............................................................25
一、 顧客價值之定義.......................................................25
二、 顧客價值之衡量構面....................................................27
三、 小結.................................................................29
第五節 滿意度...............................................................30
一、 滿意度之定義.........................................................30
二、 滿意度之衡量構面......................................................32
三、 小結.................................................................33
第六節 變項間關係探討.......................................................34
一、 目的地意象與顧客價值之關係 ............................................34
二、 服務品質與顧客價值之關係..............................................34
三、 口碑與顧客價值之關係..................................................35
四、 顧客價值與滿意度之關係................................................36
第三章 研究方法 ............................................................37
第一節 研究架構與假設.......................................................37
一、 研究架構.............................................................37
二、 研究假設.............................................................37
第二節 研究變數操作性定義與衡量..............................................38
一、 目的地意象...........................................................38
二、 服務品質.............................................................39
三、 口碑.................................................................40
四、 顧客價值.............................................................41
五、 滿意度...............................................................42
第三節 問卷與抽樣設計.......................................................43
一、 研究範圍.............................................................43
二、 研究對象.............................................................43
三、 問卷設計.............................................................44
四、 問卷抽樣設計.........................................................45
第四節 資料分析方法.........................................................45
一、 描述性統計分析.......................................................45
二、 信度與效度分析.......................................................45
三、 相關分析.............................................................47
第四章 研究分析與結果.......................................................48
第一節 敘述性統計分析.......................................................48
第二節 敘述統計資料分析......................................................50
第三節 信效度分析...........................................................50
一、 信度分析.............................................................50
二、 效度分系.............................................................51
第四節 結構方程模式分析......................................................55
一、 整體模式說明.........................................................56
一、 分析結果.............................................................56
第五章 結論與建議...........................................................60
第一節 研究結論.............................................................60
一、 目的地意象對顧客價值之關係 ............................................60
二、 服務品質對顧客價值之關係..............................................60
三、 口碑對顧客價值之關係..................................................60
四、 顧客價值對滿意度之關係................................................61
第二節 研究貢獻.............................................................62
一、 學術貢獻.............................................................62
二、 實務貢獻.............................................................62
第三節 研究限制.............................................................63
第四節 未來研究方向.........................................................63
附錄(研究問卷)...............................................................64
參考文獻.....................................................................68

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