题名

旅遊意象、知覺價值、服務品質、知覺風險對遊後行為意圖的影響－以苗栗縣西湖渡假村為例

并列篇名

The Relationship of Tour Image, Perceived Value, Service Quality and Perceived Risk with Post-Tour Behavioral Intention-A Case Study on West Lake Resortopia in Miaoli County

DOI

10.29847/JNUU.200806.0010

作者

蘇瑞蓮(Jui-Line Su)；金喆(Chieh Chin)

关键词

旅遊意象 ； 知覺價值 ； 服務品質 ； 行為意圖 ； Travel Image ； Perceived Value ； Service Quality ； Behavioral Intention

期刊名称

聯大學報

卷期/出版年月

5卷1期（2008 / 06 / 01）

页次

181 - 200

内容语文

繁體中文
中文摘要

自民國九十年政府開始全面實施週休二日制，國人的閒暇時間增加，休閒活動也逐漸成為生活中舉足輕重的角色。本文主要目的在探討遊客對渡假村旅遊意象、服務品質、知覺價值、知覺風險以及遊後行為意圖之間的關係。以苗栗縣西湖渡假村的遊客為受測對象，再利用結構方程模式(Structure Equation Modeling)來探討前述變數的互動關係。研究結果發現：(1)旅遊意象對知覺價值及服務品質呈正向顯著影響關係，但對知覺風險卻無顯著影響。(2)知覺風險對知覺價值呈負向影響關係。(3)服務品質對知覺價值呈正向影響關係。(4)知覺價值對遊後行為意圖呈正向影響關係。(5)知覺風險及服務品質對遊後行為意圖並無顯著影響關係。本研究並針對研究結果提出相關建議供業者做為行銷策略之參考。
英文摘要

Ever since the implementation of ”Two-Day Weekend” policy in 2001 by government, the increase of leisure time for nationals of Taiwan has thus heightened people's awareness over the decisive role played by leisure activities in their daily life. This text aims to probe into the relationship of tour image, service quality, perceived value, and perceived risk of resort with tourists' post-tour behavioral intention. Taking tourists visiting West Lake Resortopia in Miaoli County as the subject of empirical study, this research used Structure Equation Modeling to explore the interactions between the preceding variables, Findings of this research indicated that: (1) Tour image showed significant positive relationship with perceived value and service quality, but presented no significant correlations with perceived risk; (2) It showed negative relationship between perceived risk and perceived value; (3) It revealed positive relationship between service quality and perceived value; (4) It presented positive relationship between perceived value and post-tour behavioral intention; and (5) Perceived risk and service quality showed no significant relationship with post-tour behavioral intention. This research further put forward suggestions based on the research findings to offer tourism traders reference on marketing strategies.
主题分类 人文學 > 人文學綜合
人文學 > 歷史學
基礎與應用科學 > 基礎與應用科學綜合
社會科學 > 社會科學綜合
参考文献
  1. Alhemoud, A. M.,Armstrong, E. G.(1996).Image of Tourism Attractions in Kuwait.Journal of Travel Research,34(4),76-80.
  2. Anderson, E. W.,Sullivan, M. W.(1993).The Antecedents and Consequences of Customer Satisfaction for Firms.Marketing Science,12(2),125-143.
  3. Anderson, J.,Gerbing, D.(1988).Structural Equation Model in Practice: A Review and Recommended Two Step Approach.Psychological Bulletin,103,411-423.
  4. Assael, H.(1984).Consumer Behavior and Marketing Action.Boston MA, Kent:
  5. Assael, H.(1998).Consumer Behavior and Marketing Action.US:South-western College.
  6. Baird, I. S.,Thomas, H.(1985).Toward A Contingency Model of Strategic Risk Taking.The Academy of Management Review,10(2),230-243.
  7. Bauer, R. A.(1960).In Risk Taking and Information Handling in Consumer Behavior.Cambridge:Harvard University Press.
  8. Beerli, A.,Martin, J. D.(2004).Factors Influencing Destination Image.Annals of Tourism Research,31(3),657-681.
  9. Birgit, L.(2001).Image Segmentation: The Case of a Tourism Destination.Journal of Service Marketing,15(1),49-66.
  10. Bolton, R. N.,Drew, J. H.(1991).A Multistage Model of Service Quality and Value.Journal of Consumer Research,17,375-384.
  11. Bou, J. C.,Camison, C.,Escrig, A. B.(2001).Measuring the Relationship between Firm Perceived Quality and Customer Satisfaction and Its Influence on Purchase Intentions.Total Quality Management,12,719-734.
  12. Boulding, K. E.(1956).The Image.Ann Arbor, Mich:The University of Michigan Press.
  13. Caruana, A.,Money, A. H.,Berthon, P. R.(2000).Service Quality and Satisfaction the Moderating Role of Value.European Journal of Marketing,34,1338-1352.
  14. Chaudhary, M.(2000).India's Image as a Tourist Destination-a Perspective of Foreign Tourists.Tourism Management,21(3),293-297.
  15. Chon, K. S.(1990).Traveler Destination Image Modification Process and its Marketing Implication.Development in marketing science,13,480-482.
  16. Chon, K. S.(1991).Tourism Destination Image Modification process.Tourism Management,12(1),68-72.
  17. Churchill, G. A.,Surprenant, C.(1982).An Investigation into the Determinants of Customer Satisfaction.Journal of Marketing Research,19(4),491-504.
  18. Cox, D. F.(1967).Risk-Taking and Information-Handle in Consumer Behavior.Boston:Harvard University Press.
  19. Crompton, J. L.(1979).An Assessment of the Image of Mexico as a vacation Destination and Influence of Geographical Location upon that Image.Journal of Travel Research,17(4),18-23.
  20. Cronin, J. J.,Brady, M. K.,Brand, R. R.,Hightower, R.,Shemwell, D. J.(1997).A Cross-Sectional Test of the Effect and Conceptualization of Service Value.Journal of Services Marketing,1(1),375-391.
  21. Cronin, J. J.,Brady, M. K.,Hult, G. T. M.(2000).Assessing the Effects of Quality, Value, and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments.Journal of Retailing,76(2),193-218.
  22. Cunningham, S. M.(1967).Risk-Taking and Information-Handle in Consumer Behavior.Boston:Harvard University Press.
  23. Dodds, W. B.,Monroe, K. B.,Grewal, D.(1991).Effects of Price, Brand, and Store Information on Buyers' Product Evaluations.Journal of Marketing Research,28(3),307-319.
  24. Echtner, C. M.,Ritchie, J. B.(1993).The Measurement of Destination Image: An Empirical Assessment.Journal of Travel Research,31(4),3-13.
  25. Engel, J. F.,Blackwell, R. D.,Miniard, P. W.(1995).Consumer Behavior.Chicago Dryden Press.
  26. Fakeye, P. C.,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.
  27. Fishbein, M.,Ajzen, I.(1975).Reading.MA:Addision-Wesley.
  28. Garretson, J. A.,Clow, K. E.(1999).The Influence of Coupon Face Value on Service Quality Expectation, Risk Perceptions and Purchase Intentions in the Dental Industry.Journal of Service Marketing,13(1),59-72.
  29. Gartner, W. C.(1989).Tourism Image: Attribute Measurement of State Tourism Products Using Multidimensional Techniques.Journal of Travel Research,28(2),16-20.
  30. Gartner, W. C.(1986).Temporal influences on image change.Annals of Tourism Research,13(4),635-644.
  31. Gartner, W. C.,Shen, J.(1992).The Impact of Tiananmen Square on China's Tourism Image.Journal of Travel Research,30(4),47-52.
  32. Hair, J. F.,Anderson, R. E.,Tatham, R. L.,Black, W. C.(1998).Upper Saddle River.NJ:Prentice Hall.
  33. Hunt, J. D.(1975).Image as a factor in Tourism Development.Journal of Travel Research,13(3),1-7.
  34. Jacoby, J.,Kaplan, L. B.,M. Venkatesan, (ed.)(1972).Advances in Consumer Research.Chicago:
  35. Monroe, K. B.,Krishnan, R.Jacob(Eds.),Jerry C. Olson(Eds.)(1985).In Perceived Quality: How Consumers View Stores and Merchandise.Lexington. MA:Lexington Books.
  36. Nunnally, J. C.(1978).Psychometric theory.New York:McGraw Hill.
  37. Parasuraman, A.,Zeithaml, V. A.,Berry, L. L.(1985).A Conceptual Model of Service Quality and its Implications for Future Research.Journal of marketing,49(4),41-50.
  38. Parasuraman, A.,Zeithaml, V. A.,Berry, L. L.(1988).SERVQUAL: A Multiple-item Scale for Measuring Customer Perception of Service Quality.Journal of Retailing,64(1),12-40.
  39. Parasuraman, A.,Zeithaml, V. A.,Berry, L. L.(1996).The behavioral consequences of service quality.Journal of marking,60(2),31-46.
  40. Petrick, J. F.(2002).Development of a Multi-Dimensional Scale for Measuring the Perceived Value of a Service.Journal of Leisure Research,34(2),119-134.
  41. Reichheld, F. F.(1996).Learning from Customer Defections.Harvard Business Review,74,56-59.
  42. Roselius, T.(1971).Consumer Ranking of Risk Reduction Methods.Journal of Marketing,35(1),56-61.
  43. Schneider, I.,Sonmez, S.(1999).Research note: Exploring the tourist Image of Jordan.Tourism Management,20(4),539-542.
  44. Stone, R. N.,Gronhaug, K.(1993).Perceived risk: Further Considerations for the Marketing Discipline.European Journal of Marketing,27(3),39-50.
  45. Taylor, J. W.(1974).The Role of risk in consumer behavior.Journal of Marketing,38(2),54-60.
  46. Taylor, S. A.,Nicholson, J. D.,Milan, J.,Martinez, R. V.(1997).Assessing the Roles of Service Quality and Customer Satisfaction in the Formation of the Purchase Intentions of Mexican Customers.Journal of Marketing Theory and Practice,5(1),78-91.
  47. Teas, R. K.,Agarwal, S.(2000).The Effect of Extrinsic Product Cues on Consumer's Perceptions of Quality, Sacrifice, and Value.Journal of the Academy of Marketing Science,28(2),278-290.
  48. Tian-Cole, S.,Crompton, J. L.,Willson, V. L.(2002).An Empirical Investigation of the Relationships between Service Quality, Satisfaction and Behavioral Intentions among Visitors to a Wildlife Refuge.Journal of Leisure Research,34(1),1-24.
  49. Westover, T.(1986).Park Use and Perceptions: Gender Differences.Journal of Park and Recreation Administration,4(2),1-8.
  50. Wood, C. M.,Scheer, L. K.(1996).Incorporating Perceived into Models of Consumer Deal Assessment and Purchase Intent.Advances in Consumer Research,23(1),399-404.
  51. Woodruff, R. B.(1997).Customer Value: The Next Source for Competitive Advantage.Journal of the Academy of Marketing Science,25,139-153.
  52. Zeithaml, V. A.(1988).Consumer Perception of Price, Quality and Value: A Means-End Model and Synthesis of Evidence.Journal of Marketing,52(3),2-22.
被引用次数
  1. 陳春安(2022)。節慶活動吸引力、體驗價值與行為意圖之關係－以臺灣國際熱氣球嘉年華為例。島嶼觀光研究，14(2)，69-90。
  2. 陳春安,邱榮貞(2022)。後疫情時代遊客旅遊動機、知覺風險及旅遊意圖之關係研究－以臺南古蹟為例。資訊與管理科學，15(2)，26-45。
  3. 陳奕任、陳宏斌、莊雅筑(2010)。服務品質、知覺價值、滿意度關係之研究－以溪頭自然教育園區爲。島嶼觀光研究，3(3)，45-62。
  4. 郭家瑜、林菁真、李明儒(2013)。澎湖漁村觀光其遊客意向之研究─以旅遊動機、知覺價值、滿意度與重遊意願為變項。鄉村旅遊研究，7(1)，17-32。
  5. 雷文谷、陳睿婕、姚明慧、宋威穎(2009)。貓空纜車遊客服務品質感受、知覺價值與遊後行為意向之研究。休閒暨觀光產業研究，4(2)，60-70。
  6. 劉子利,彭品嘉,胡莉苹,王韻(2011)。服務品質、知覺價值對遊客遊後行為意圖的影響－以原住民族文化園區為例。休閒運動健康評論，3(1)，76-94。
  7. 柳立偉、林祐陞、林志偉(2014)。遊憩體驗、地方依戀及重遊意願關係之研究：以自行車道遊憩使用者為例。運動研究，23(1)，1-10。
  8. 盧美麗、蔡文宬、林志偉、李素箱(2013)。adidas 盃網球賽運動賽會參與者服務品質、知覺價值與行為意圖之研究。交大體育學刊，6，1-12。
  9. 蕭靖宇、柳婉郁、汪俞靜(2014)。觀光意象對遊客滿意度與行為意向影響之研究─以九份老街為例。新竹教育大學人文社會學報，7(1)，57-94。
  10. 熊婉君、雷文谷、宋威穎(2010)。自行車道遊客旅遊目的地意象與行爲意圖之關係─以遊憩體驗爲中介變項之研究。休閒產業管理學刊，3(2)，22-37。
  11. 楊蓓涵、邱聖光、江昱仁(2017)。目的地吸引力、地方依附與行為意圖關係之研究─以臺東縣布農部落休閒農場為例。休閒與遊憩研究，9(1)，155-193。
  12. 鄭峰茂(2021)。探索教育實地實務課程對大學生參與行為模式之研究。成大體育學刊，53(1)，1-33。
  13. 鍾政偉、曾宗德(2014)。觀光工廠遊客環境知覺、遊客價值與遊後行為意圖關係之研究─兼論品牌認同之中介效果。島嶼觀光研究，7(4)，27-47。
  14. 鍾政偉、曾宗德(2015)。觀光工廠遊客休閒涉入、環境知覺、遊客價值、品牌認同及遊後行為意圖關係之研究。休閒產業管理學刊，8(2)，1-21。
  15. 鍾政偉、鍾昀婷、葉乙穎、陳頌恩、陳方和、郭亭吟(2018)。大型電音活動遊客遊憩動機、遊客價值對遊後行為影響之研究－兼論社會支持之干擾效果。運動休閒管理學報，15(3)，46-65。
  16. 鍾志強、許秀貞(2011)。目的地意象、參與體驗、知覺價值與行為意圖關係之研究─以登山步道遊客為例。台灣體育運動管理學報，11(3)，233-253。
  17. 莊鎧溫,吳雪意(2021)。旅遊意象、遊憩體驗與行為意向之研究－以桃園市大溪老街為例。管理資訊計算，10(1)，174-184。
  18. (2022)。消費者對保單健檢行為意圖之研究。朝陽商管評論，19(1)，17-36。
  19. (2024)。登山參與者遊憩行為關係之研究。成大體育學刊，56(1)，34-58。
print cancel