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

A Study on the Feelings towards Quality of Service, Perceived Values, and Post-event Behavioral Intentions among Tourists Visiting Maokong Gondola

10.6158/JLTIR.200910_4(2).0004

雷文谷(Wen-Guu Lei)；姚明慧(Ming-Hui Yao)；宋威穎(Wei-Ying Sung)；陳睿婕(Jui-Chieh Chen)

貓空纜車 ； 服務品質 ； 知覺價值 ； 行為意向 ； Maokong Gondola ； quality of service ； perceived value ； behavioral intention

休閒暨觀光產業研究

4卷2期（2009 / 10 / 01）

60 - 70

繁體中文

本研究主要目的在探討遊客服務品質感受、知覺價值與行為意圖之關係，以貓空纜車遊客為對象，並採用便利取樣方式發放問卷，共計發出350份問卷，回收有效問卷共292份，有效問卷回收率為83.4%，經描述性統計、獨立樣本檢定、單因子變異數分析、皮爾森積差相關及多元迴歸分析後發現：1.貓空纜車遊客以女性、居住在北部地區、年齡在21~30歲大專學歷者為主；2.貓空纜車遊客對服務品質的「可靠性」感受度最高，但在知覺價值及遊後行為意向評價不高；3.貓纜遊客知覺服務品質感受越正面者其知覺價值與行為意向越高；而知覺價值越高者其行為意向也會越高；4.對貓纜遊客遊後「行為意向」最具預測力的為「可靠性」與「知覺價值」變項，其整體預測力為54%。最後，根據研究結果，對政府單位提出相關建議，亦針對此議題提出後續研究之建議。

The purpose of this study was to analyze the relationships between feelings towards the quality of service, perceived values, and behavioral intentions among tourists who have visited the Maokong Gondola. A total of 350 questionnaires were handed out to tourists at the Maokong Gondola via convenient sampling, and 292 valid copies were retrieved (retrieval rate: 83.4%). A statistical analysis indicates that: 1. most of the tourists who visited the Maokong Gondola were females, living in northern Taiwan, between the ages of 21~30, and with college degree; 2. most tourists recognized the Maokong Gondola as ”reliable” but had low perceived values and post-event behavioral intentions towards this facility; 3. the tourists with more positive, perceived quality of service offered by the facility also had higher perceived values and behavioral intentions, and those with higher perceived values also had higher behavioral intentions; 4. the variables with the most predictive power for tourists' ”behavioral intentions” were ”reliability” and ”perceived values,” with a overall predictive power of 54%. Lastly, recommendations for the governmental authority and local service providers and regarding future studies were proposed based on the findings.

1. 張馨文(2003)。台灣發展自行車觀光之研究。觀光研究學報，9(1)，107-121。
   連結：
2. 張馨文(2004)。各國發展自行車遊憩經驗之研究。都市交通季刊，19(1)，1-10。
   連結：
3. 鍾志強、羅雯心(2008)。休閒農場消費者商店印象、體驗與行為意向關係之研究。休閒產業管理學刊，1(1)，54-65。
   連結：
4. 蘇瑞蓮、金喆(2008)。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。聯大學報，5(1)，181-200。
   連結：
5. 7-WATCH情報誌(2007)。貓空深度走逛。7-WATCH 情報誌，65，107-108。
6. 7-WATCH情報誌(2007)。貓空深度走逛。7-WATCH 情報誌，65，107-108。
7. Ajzen, I.(1991).The theory of planned behavior.Organizational Behavior and Human Decision Processes,50(3),179-211.
8. AL-Sabbahy, H. Z.,Ekinci, Y.,Riley, M.(2004).An investigation of perceived value dimensions: Implications for hospitality research.Journal of Travel Research,42,226-234.
9. Bolton, L. L.,Drew, H. J.(1991).A multistage model of customers' assessments of service quality and value.Journal of Retailing,62(1),3-6.
10. Bolton, L. L.,Drew, H. J.(1991).A multistage model of customers' assessments of service quality and value.Journal of Retailing,62(1),3-6.
11. Chen, C. H.,Tsai, D. C.(2007).How destination image and evaluative factors affect behavioral intentions?.Tourism Management,28,1115-1122.
12. 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 environment.Journal of Retailing,76(2),193-218.
13. Cronin, J. J.,Taylor, S. A.(1992).Measuring service quality: reexamination and extension.Journal of Marketing,56,55-68.
14. Dabholkar, P. B.,Shepherd, C. D.,Thorpe, D. I.(2000).A comprehensive framework for service quality.Journal of Marketing,58(1),125-131.
15. Dabholkar, P. B.,Shepherd, C. D.,Thorpe, D. I.(2000).A comprehensive framework for service quality.Journal of Marketing,58(1),125-131.
16. 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,28(3),307-319.
17. Eggert, A.,Ulaha, W.(2002).Customer perceived value: A substitute for satisfaction in business markets?.The Journal of Business and Industrial Marketing,17(2/3),107-118.
18. Parasurman, A.,Zeithaml, V. A.,Berry, L. L.(1988).SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality.Journal of Retailing,64(1),12-40.
19. Parasurman, A.,Zeithaml, V. A.,Berry, L. L.(1988).SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality.Journal of Retailing,64(1),12-40.
20. Ritchie, B. W.(1998).Bicycle tourism in the South Island of New Zealand: Planning and management issue.Tourism Management,9(6),567-582.
21. Rust, R. T.,Oliver, R. L.(2000).Should we delight the customer?.Journal of the Academy of Marketing Science,21(8),86-94.
22. Sallis, J. F.,Frank, L. D.,Saelens, B. E.,Kraft, M. K.(2004).Active transportation and physical activity and its relationship to health: A report from the Chief Medical Officer.London:The Stationery Office.
23. Sallis, J. F.,Frank, L. D.,Saelens, B. E.,Kraft, M. K.(2004).Active transportation and physical activity and its relationship to health: A report from the Chief Medical Officer.London:The Stationery Office.
24. Tolley, R.(1990).The greening of urban transport: Planning for walking and cycling in western cities.London:Belhaven Press.
25. Tolley, R.(1990).The greening of urban transport: Planning for walking and cycling in western cities.London:Belhaven Press.
26. Woodruff, R. B.(1997).Customer value: The next source for competitive edge.Journal of the Academy of Marketing Science,25(2),139-153.
27. Zeithaml, V. A.(1988).Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence.Journal of Marketing,52(3),2-22.
28. Zeithaml, V. A.,Berry, L. L.,Parasuraman, A.(1996).The behavioral consequences of service quality.Journal of Marketing,60(2),31-46.
29. 古博文(2006)。邁向「自行車島」：從「遊憩型」到「運輸型」的自行車。體育季刊，148，83-87。
30. 古博文(2006)。邁向「自行車島」：從「遊憩型」到「運輸型」的自行車。體育季刊，148，83-87。
31. 中華民國95年國人旅遊狀況調查報告
32. 中華民國95年國人旅遊狀況調查報告
33. 吳明隆、涂金堂(2006)。SPSS與統計應用分析。台北市:五南圖書。
34. 吳明隆、涂金堂(2006)。SPSS與統計應用分析。台北市:五南圖書。
35. 黃金柱(2006)。運動觀光導論。台北市:師大書苑。
36. 黃金柱(2006)。運動觀光導論。台北市:師大書苑。
37. 貓空空中纜車
38. 貓空空中纜車
39. 蔡坤泰(2006)。碩士論文(碩士論文)。國立中山大學企業管理研究所未出版之碩士論文。
40. 蔡坤泰(2006)。國立中山大學企業管理研究所未出版之碩士論文。