觀光旅遊品質知覺、價格知覺對行為意圖影響之研究－重遊意圖與推薦意圖的探討

A Study of the Influences of Travel Quality Perceptions and Price Perceptions on Behavior Intentions: Exploring of Revisit Intentions and Recommendation Intentions

10.6295/TAMJ.2006.0602.03

張淑青(Su-Ching Chang)

品質知覺 ； 價格知覺 ； 行為意圖 ； 重遊意圖 ； 推薦意圖 ； quality perceptions ； price perceptions ； behavior intentions ； revisit intentions ； recommendation intentions

台灣管理學刊

6卷2期（2006 / 08 / 01）

39 - 61

繁體中文

「價值途徑」主張顧客必然會面對交易「得」項或「利益」面與「給」項或「犧牲」面間之權衡，顧客價值被視為策略性競爭武器與競爭優勢之來源。觀光產業為澎湖經濟發展的重點，由於交通運輸、住宿設備、觀光休閒景點之硬體設施、導覽解說專業服務及價格等因素，攸關澎湖遊客的重遊與推薦意圖，因而有必要加以了解，俾有助於澎湖的觀光發展。本研究目的在於探用價值途程之意涵，將觀光旅遊「品質知覺」視為觀光旅遊服務交易之「得」項，而「價格知覺」則被視為觀光旅遊服務交易之「給」項，分別探討對遊客行為意圖、重遊意圖與推薦意圖之影響，採用結構性問卷針對到訪澎湖的遊客為研究樣本進行實證調查，研究發現觀光旅遊之「品質知覺」與「價格知覺」對遊客行為意圖、重遊意圖與推薦意圖均有顯著正向影響關係，研究結果提供澎湖觀光相關產業在管理上之參考與建議。

”Value approach” proposed that customers ought to face the trade-off between what they ”get” (or benefit) and what they ”give” (or sacrifice), ”customer value” has been regarded as a strategic weapon and a source of competitive advantage. Tourism industry has become a major focus of economics development in Penghu. Because of some factors such as transportation, accommodation facilities, physical facilities of attractions, professional interpreting or guiding service and price may have crucial influences on visitors' revisit intentions and recommendation intentions, thus, it has to understand those influences for promoting the tourism development in Penghu. The purpose of this study is to adopt the implications of ”Value approach”, the travel quality perceptions is regarded as what the visitors ”get”, and price perceptions is regarded as what the visitors ”give”, then exploring the influences on visitors' behavior intentions, revisit intentions and recommendation intentions. The visitors who took air transportation were selected as study samples, and structure questionnaire are used to be the research tool. The findings of this study reveal that both of travel quality perceptions and price perceptions have the significant and positive effects on visitors' behavior intentions, revisit intentions and recommendation intentions. On the basis of the research results, the strategic and concrete managerial suggestions for related tourism industry are offered as well.

1. 林若慧、陳永賓(2004)。博物館服務品質對觀眾忠誠度之影響研究：以鶯歌陶瓷博物館為例。博物館學季刊，18(1)，81-92。
   連結：
2. 林素吟(2005)。服務品質、滿意度與購買意圖關係之研究：層級干擾迴歸分析之應用。管理評論，24(2)，1-17。
   連結：
3. 陳光華、容繼業、陳怡如(2004)。大陸地區來台觀光團體旅客旅遊消費行為與重遊意願之研究。觀光研究學報，10(2)，95-110。
   連結：
4. Boulding, William, Ajay Kafra, Richard Staelin,Valarie A. Zeithami(1993).A Dynamic Process Model of Service Quality: From Expectations to Behavioral Intentions.Journal of Marketing Research,30(February),7-27.
5. Brady, Michael K.,J. Joseph Cronin(2001).Customer orientation: Effects on customer service perceptions and outcome behaviors.Journal of Service Research,3(3),241-251.
6. Brady, Michael K.,J. Joseph Cronin,Richard R. Brand(2002).Performance-only measurement of service quality: a replication and extension.Journal of Business Research,55,17-31.
7. Butz, Howard E,Leonard D. Goodstein(1996).Measuring Customer Value: Gaining the Strategic Advantage.Organizational Dynamics,24(Winter),63-77.
8. Cooper, Peter,Bernard Taylor,Gordon Wills, (eds.)(1969).Subjective Economics: Factors in a Psychology of Spending.Pricing Strategy,112-121.
9. Crane, F. G.(1991).The Effect of Price on the Consumers`Perception of Physicians.Health Marketing Quarterly,8,209-215.
10. Cronin, J. Joseph,Michael K. Brady,C. Tomas M. Hult(2000).Assessing the Effects of Quality, Value, and Customer Satisfaction on Consumer Behavioral Intensions in Service Environments.Journal of Retailing,76(2),193-218.
11. Cronin, J. Joseph,Steven A. Taylor(1992).Measuring Service Quality: A Reexamination and Extension.Journal of Marketing,56(3),55-68.
12. Downward, Paul,Les Lumsdon(1999).The determinants of day excursion coach travel: A qualitative marketing analysis.The Service Industries Journal, London,19(4),158-168.
13. Grewal, Dhruv, Kent B. Monroe,R. Krishnan(1998).The Effects of Price-Comparison Advertising on Buyers'Perceptions of Acquisition Value, Transaction Value, and Behavioral Intentions.Journal of Marketing,62(Apr),46-59.
14. Heung, Vincent C. S.,Raymond Chu(2000).Important factors affecting Hong Kong consumers`choice of a travel agency for all-inclusive package tours.Journal of Travel Research,39(1),52-59.
15. Hudson, Simon, Paul Hudson,Graham A. Miller(2005).The Measurement of Service Quality in the Tour Operating Sector: A Methodological Comparison.Journal of Travel Research,42,305-312.
16. Jacoby, J.,Jerry C. Olson,Moving Ahead with Attitude Research, Y. Wind,P. Greenberg, (eds.)(1977).Consumer Response to Price: An Attitudinal, Information Processing Perspective.Chicago:American Marketing Association.
17. Ko, De Ruyter, Martin, Wetzels, Jos Lemmink,Jan. Mattsson(1977).The Dynamics of the Service Delivery Process: A Value-Based Approach.International Journal of Research in Marketing,14(July),231-243.
18. Lichtenstein, Donald R.,Peter H. Bloch,William C. Black(1988).Correlates of Price Acceptability.Journal of Consumer Research,15(Sep),243-252.
19. Lounsbury, John W,Linda L. Hooprs(1985).An Investigation of factors associated with vacation satisfaction.Journal of Leisure Research,17(1),1-13.
20. Oh, H(2000).Diners` perceptions of quality, value and satisfaction: A practical viewpoint.Cornell Hotel and Restaurant Administration Quarterly, Ithaca,41(3),58-66.
21. Oliver, Richard L.(1980).A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions.Journal of Marketing Research,17(Nov),460-469.
22. Ou, Hailin,Isabella Li(1997).The Characteristics and Satisfaction of Mainland Chinese Visitors to Hong Kong.Journal of Travel Research,35(Spring),37-41.
23. Parasuraman, A.,V. A. Zeithaml,L. L. Berry(1985).A Conceptual Model of Service Quality and its Implications for Future Research.Journal of Marketing,49(Fall),41-50.
24. Parasuraman, A.,Valarie A. Zeithaml,Leonard L. Berry(1988).SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality.Journal of Retailing,64(Spring),12-40.
25. Petrick, James F(2002).Development of Multi-Dimensional Scale for Measuring the Perceived Value of a Service.Journal of Leisure Research,34(2),119-134.
26. Rao, Akshay R.,Kent B. Monroe(1988).The Moderating Effect of Prior Knowledge on Cue Utilization in Product Evaluations.Journal of Consumer Research,15(Sep),253-264.
27. Sajeev, Varki,Mark Colgate(2001).The role of price perceptions in an integrated model of behavioral intentions.Journal of Service Research,3(3),232-240.
28. Shu, Tian-Cole,John L. Crompton,Victor L. Willson(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.
29. Sinha, Indrajit,Wayne S. DeSarbo(1998).An Integrated Approach Toward the Spatial Modeling of Perceived Customer Value.Journal of Marketing Research,35(May),236-249.
30. Stevens, Blair F(1992).Price value perceptions of travelers.Journal of Travel Research,31(2),44-48.
31. Thompson, Harvey(1998).Marketing Strategies: What do Your Customers Really Want.Journal of Business Strategy,19(Jul/Aug),16-21.
32. Wang, Kuo-Ching,An-Tien Hsieh,Tzung-Cheng Huan(2000).Critical service features in group package tour: An exploratory research.Tourism Management,21,177-189.
33. Weeb, Dave,Kate Hassall(2002).Measuring visitor satisfaction with Western Australia`s conservation estate.Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior,15,81-89.
34. Weiermair, Klaus,Matthias Fuchs(1999).Measuring Tourist Judgment on Service Quality.Annals of Tourism Research,26(4),1004-1021.
35. Zeithaml, Valarie A(1988).Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence.Journal of Marketing,52(July),2-22.
36. Zeithaml, Valarie A.,Leonard L. Berry,A. Parasuraman(1996).The Behavioral Consequences of Service Quality.Journal of Marketing,60(April),31.46.
37. 交通部觀光局澎湖國家風景區管理處(2003)。「澎湖國家風景區遊客調查暨旅遊人次推估模式建立規劃」報告。
38. 吳秀媚、林秀靜、劉怡君(2003)。主題樂園附設飯店之滿意度對遊客重遊意願之影響－以劍湖山世界為例。觀光休閒暨賽旅產業永續經營學術研討會
39. 吳忠宏、黃宗成、邱延亮(2004)。玉山國家公園遊客旅遊動機、期望、體驗、滿意度與重遊意願之研究，14(2)，23-41。
40. 沈進成、陳伯南(2005)。宗教觀光旅遊動機、認知價值、滿意度與忠誠度關係之研究－以南投中台禪寺為例。服務業管理評論，1(1)，159-184。
41. 林若慧、邱新雅、范文嘉(2002)。旅遊意象、旅遊滿意度與重遊意願之關係。觀光休閒暨餐旅產業永續經營學術研討會
42. 張淑青(2000)。博士論文(博士論文)。國立臺北大學企業管理學系。
43. 陳正昌、程炳林、陳新豐、劉子鍵(2004)。多變量分析方法－統計軟體應用。五南圖書出版公司。
44. 陳勁甫、蘇佳鈴(2003)。遊客對觀光節慶活動意象、服務品質、滿意度與忠誠度關聯之研究－以屏東黑鮪魚文化觀光季為例。觀光休閒暨餐旅產業永續經營學術研討會

1. 陳雅捷、李明儒(2010)。島嶼遊客體驗價值、滿意度以及重遊意願之研究—以澎湖吉貝嶼、七美嶼為例。休閒產業管理學刊，3(1)，1-18。