文化古蹟解說服務品質對遊客忠誠度的影響：以臺南府城文化古蹟為例_

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題名：	文化古蹟解說服務品質對遊客忠誠度的影響：以臺南府城文化古蹟為例
書刊名：	休閒研究
作者：	丁學勤／邱怡欣
作者(外文)：	Ting, Shueh-chin／Chiu, Yi-hsin
出版日期：	2016
卷期：	6:3
頁次：	頁1-26
主題關鍵詞：	解說服務品質；地方依附；景點滿意度；重遊意願；推薦他人；Interpretation service quality；Place attachment；Destination satisfaction；Revisit intention；Willingness to recommend
原始連結：	連回原系統網址
相關次數：	被引用次數:期刊(2) 博士論文(0) 專書(0) 專書論文(0) 排除自我引用:2 共同引用:120 點閱:42

本研究目的旨在深入瞭解文化古蹟的解說服務品質（包括解說牌和解說人員）對遊客地方依附，進而對景點滿意度及忠誠度（包括重遊意願與推薦他人）等變數之影響。以至台南文化古蹟景點（赤崁樓、延平郡王祠、孔廟與安平古堡）旅遊的遊客為研究對象，並以結構方程模式進行分析。本研究發現解說牌解說服務品質會正向影響遊客的地方依附、重遊意願與推薦他人；但對遊客的景點滿意度則無正向影響。解說人員解說服務品質則只有對遊客的推薦他人有正向影響。地方依附對遊客的景點滿意度和重遊意願有正向影響；地方依附會經由遊客對景點滿意度與重遊意願間接對遊客的推薦他人有正向影響。景點滿意度對遊客的重遊意願與推薦他人有正向影響。

以文找文

The purpose of this study was to deeply examine the impact of “interpretation service quality (including interpretative sign and narrator)”on “place attachment”, and further on “destination satisfaction” and “loyalty (including revisit intention and willingness to recommend)” of tourists. The research target was visitors in cultural historical sites of Chihkan Tower, Koxinga Temple, Confucius Temple and Anping Fort in Tainan. The data were analyzed by conducting the structural equation modeling. The results of the empirical study show that interpretive sign’s interpretation service quality has positive influences on tourist’s place attachment, revisit intention and willingness to recommend; however, the influence on destination satisfaction cannot be corroborated. Narrator’s interpretation service quality only has a positive influence on willingness to recommend. Place attachment of tourists has positive influences on destination satisfaction and revisit intention, but place attachment has a positive influence on willingness to recommend through destination satisfaction and revisit intention. Destination satisfaction of visitors has positive influences on revisit intention and willingness to recommend.

以文找文

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