遊憩利益、遊客滿意度與遊客忠誠度的關連研究－兼論泡湯活動參與的調節效果

The Interrelationships among the Recreation Benefit, Traveler Satisfaction and Traveler Loyalty: The Moderating Effects of hot-spring Bathing Activities

10.29859/JITR.201012.0004

謝淑芬(Shu-Fen Hsieh)

遊憩利益 ； 遊客忠誠度 ； 遊客滿意度 ； recreation benefit ； traveler loyalty ； traveler satisfaction

島嶼觀光研究

3卷4期（2010 / 12 / 01）

73 - 92

繁體中文

本研究的目的除了探討遊憩利益、遊客滿意度與遊客忠誠度的關係，其中以遊客滿意度爲中介變項，遊客忠誠度爲依變項，以泡湯／非泡湯遊客行爲變數作爲模式的調節變項，探討其對整體路徑模式的影響程度。研究樣本爲烏來遊憩區330名遊客，並以T檢定，因素分析、相關分析、路徑以及多元迴歸分析等統計方法進行相關研究。研究結果發現遊憩利益因素會影響遊客滿意度，亦會影響遊客忠誠度，遊憩滿意度是遊憩利益與遊客忠誠度的中介變數，此外泡湯活動的參與與否確實卻會對模式形成不同程度影響的調節效果，即泡湯者有較高之遊客忠誠度。因此相關業者除了強化溫泉相關設施的軟硬體服務，政府單位與業者也應有效規劃，以利遊客從事多元的遊憩活動，滿足遊客之遊憩利益，才有助於提昇遊客的忠誠度。

This study is aimed to investigate the relationship among the recreation Benefit, satisfaction and recreation benefit And the study also used recreation benefit as independent variables, satisfaction as the intervening variable, traveler loyalty as the dependent variable, hot-spring bathing behavior variables as moderating variable to test the moderating effects on the path model. The sample with 330 visitors in Wulai scenic area was collected, in addition, descriptive statistics, T Test, simple correlation analysis, factor analysis, path model and hierarchical regression analysis were adopted in this study. The results of the research demonstrate that satisfaction was influenced by recreation benefit, satisfaction as the intervening variable between recreation benefit and traveler loyalty. Above all, the activity of hot spring bathing which being added will provide the moderating effects on the path model. In other words the bathing tourists had higher loyalty. Therefore, in addition to enhanced spa-related industry hardware and software service, both the government and the travel industry should also be effective planning, to facilitate tourists in diverse recreational activities to meet the recreational interests of visitors, it helps to enhance the visitor loyalty.

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