品質線索與遊客知覺風險及滿意度關聯性之研究

The Study of the Relationships among Quality Cues, Tourists' Perceived Risks, and Satisfaction

10.30066/JCS.200909.0003

何雍慶(Yung-Ching Ho)；賴其勛(Chi-Shiun Lai)；戴正玲(Cheng-Ling Tai)

品質線索 ； 知覺風險 ； 滿意度 ； Quality Cues ； Perceived Risk ； Satisfaction

顧客滿意學刊

5卷2期（2009 / 09 / 01）

61 - 81

繁體中文

降低遊客的知覺風險與提升滿意度，一直是旅行業努力的目標，但不同的品質線索如何影響遊客對於風險及滿意度的判斷，卻仍未有文獻進行探索；本文以台灣旅遊環境爲對象，探討旅遊價格、旅行業信譽、ISO品質認證、獲頒獎項、及加入中華民國旅行業品質保證協會共五種線索，對於遊客知覺風險及滿意度所造成的影響。資料取自參加旅行業活動之旅客，合計獲得284份有效問卷；由於自變數包含了名目及連續型變數，因此利用邏輯斯歸進行分析，結果顯示旅遊價格越高，遊客的知覺風險也越高，但旅遊價格對於遊客的滿意度卻無明顯的作用；旅行業信譽顯著降低了遊客的知覺風險，並且有助於提升遊客的滿意度；通過ISO品質認證降低了遊客的知覺風險，卻未能顯著影響遊客的滿意度；獲頒獎項導致遊客的知覺風險及滿意度顯著的提升；最後，加入中華民國旅行業品質保證協會有益於提升顧客的滿意度，但對於知覺風險的影響並不顯著。

To reduce tourists' perceived risk and increase their satisfaction is always the goal which travel agencies endeavour to reach. But how various quality cues influence tourists' perception of risks and satisfaction is still an open question. The intention in this paper is to assess the influences of tour price, reputation, ISO quality registration, prizes received and membership in the Travel Quality Assurance Association (TQAA) of Taiwan tour agencies on tourists' perceived risks and satisfaction. The findings from a recent survey of 284 tourists who have joined tour activities are reported here. Logistic regression analyses are used in this paper because both nominal and continuous variables are included in the models. The results reveal that the higher the tour price is, the more tourists perceive tour risks. Tour agency reputation has significant positive effects on tourists' satisfaction and significantly decreases their perceived risks. ISO quality registration of tour agencies significantly lowers down perceived risks but has no significant effects on tourists' satisfaction. Prizes received by tour agency bear positive effects on perceived risks and satisfaction. Finally, membership in TQAA significantly increases tourists' satisfaction but has no significant effects on tourists' perceive risks.

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