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題名：旅遊動機對滿意度與忠誠度之影響--拉力的關鍵驅動效果
書刊名：行銷評論
作者：張淑青／鍾育明 引用關係
作者(外文)：Chang, Su-ching／Chung, Yu-ming
出版日期：2008
卷期：5:4
頁次：頁515-538
主題關鍵詞：旅遊動機；滿意度；忠誠度；Push；Pull；Satisfaction；Loyalty
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(8) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:8
  • 共同引用共同引用:68
  • 點閱點閱:141
本研究旨在探討旅遊動機、滿意度與忠誠度之影響關係， 建構以推 力、拉力為前因變項，滿意度為中介變項，忠誠度為結果變項之結構方程 模式(SEM)， 發展結構式問卷作為調查工具， 選擇澎湖觀光旅遊為研究範 圍，針對到訪澎湖遊客進行問卷調查。總計得到618 份有效問卷，研究發 現拉力對滿意度有直接正向顯著影響；而推力對滿意度並無顯著影響， 滿 意度與忠誠度有直接正向顯著影響， 而推力與拉力對忠誠度均有直接正向 顯著影響。再經由路徑效果分析顯示，拉力是驅動遊客忠誠度之關鍵因子， 研究結果提供推動澎湖觀光旅遊的建議與參考。
The purpose of this study was to explore the relationships among travel motivations, satisfaction, and loyalty. A cause-effect model was constructed, the two variables push and pull were taken as antecedents, satisfaction was taken as mediated variable, and loyalty was taken as effect variable in our cause-effect model, and their relationships were subjected to testing using the structural equation modeling (SEM) approach. A structural questionnaire was developed as a survey tool. Penghu tourism was selected to be the research scope; the visitors were selected to be the study samples, a total of 618 valid questionnaires were collected for analysis. The findings of this study indicate that the structural model employed fits the data very well: pull have significant direct effects on satisfaction; while push has no significant direct effects on satisfaction, satisfaction have significant direct effects on visitors’ loyalty, both push and pull have significant direct effects on visitors’ loyalty as well. All in all, pull plays to be a key driving force of loyalty. On the basis of the research results, ample and concrete managerial suggestions are offered to formulate the tourism strategy and development in Penghu.
期刊論文
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2.Kim, Samul Seongseop、Lee, Choong Ki、Klenosky, David B.(2003)。The influence of push and pull factors at Korean national parks。Tourism Management，24(2)，169-180。  new window
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4.Baloglu, S.、Shoemaker, S.(2001)。Prediction of senior travelers' motorcoach use from demographic, psychological and psychographic characteristics。Journal of Travel Research，40(1)，12-18。  new window
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11.Castro, C. B.、Martín Armario, E.、Martín Ruiz, D.(2007)。The Influence of Market Heterogeneity on the Relationship between a Destination's Image and Tourists' Future Behaviour。Tourism Management，28(1)，175-187。  new window
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13.Tian-Cole, Shu、Crompton, J. L.、Willson, V. L.(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。  new window
14.Oliver, R. L.(1999)。Whence consumer loyalty?。Journal of Marketing，63，33-44。  new window
15.Brady, Michael K.、Cronin, J. Joseph Jr.(2001)。Customer orientation: Effects on customer service perceptions and outcome behaviors。Journal of Service Research，3(3)，241-251。  new window
16.林若慧、陳澤義、劉瓊如(20030600)。海岸型風景區之旅遊意象對遊客行為意圖之影響--以遊客滿意度為仲介變數。戶外遊憩研究，16(2)，1-22。new window  延伸查詢new window
17.Dunn Ross, E. L.、Iso-Ahola, S. E.(1991)。Sightseeing tourists' motivation and satisfaction。Annals of Tourism Research，18(2)，226-237。  new window
18.Baker, D. A.、Crompton, J. L.(2000)。Quality, satisfaction and behavioral intention。Analysis of Tourism Research，27(3)，785-804。  new window
19.張淑青(20040600)。澎湖套裝旅遊服務品質之研究。觀光研究學報，10(2)，111-126。new window  延伸查詢new window
20.Bigné, J. Enrique、Sánchez, M. Isabel、Sánchez, Javier(2001)。Tourism image, evaluation variables and after-purchase behavior: inter-relationship。Tourism Management，22(6)，607-616。  new window
21.Garbarino, Ellen、Johnson, Mark S.(19990400)。The Different Roles of Satisfaction, Trust, and Commitment in Consumer Relationships。Journal of Marketing，63(2)，70-87。  new window
22.Kozak, Metin(2001)。Repeaters' Behavior at two Distinct Destinations。Annals of Tourism Research，28(3)，784-807。  new window
23.Anderson, James C.、Gerbing, David W.(1988)。Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach。Psychological Bulletin，103(3)，411-423。  new window
24.Gnoth, Juergen(1997)。Tourism motivation and expectation formation。Annals of Tourism Research，24(2)，283-304。  new window
25.Crompton, J. L.、Mckay, Stacey L.(1997)。Motives of Visitors Attending Festival Events。Annals of Tourism Research，24(2)，425-439。  new window
26.Lee, C. K.、Lee, Y. K.、Wicks, B. E.(2004)。Segmentation of festival motivation by nationality and satisfaction。Tourism Management，25(1)，61-70。  new window
27.Zeithaml, Valarie A.、Berry, Leonard L.、Parasuraman, Ananthanarayanan Parsu(1996)。The behavioral consequences of service quality。Journal of Marketing，60(2)，31-46。  new window
28.Singh, Jagdip、Sirdeshmukh, Deepak(2000)。Agency and Trust Mechanisms in Consumer Satisfaction and Loyalty Judgments。Journal of the Academy of Marketing Science，28(1)，150-167。  new window
29.蔡聰智、謝旻諺、曾淑平(20080900)。梨山馬拉松賽參與者之參與動機與參與滿意度之研究。臺南科大學報. 人文管理，27，195-208。  延伸查詢new window
30.Bagozzi, Richard P.、Yi, Youjae(1988)。On the Evaluation of Structural Equation Models。Journal of the Academy of Marketing Science，16(1)，74-94。  new window
31.Bloemer, Josée、Odekerken-Schröder, Gaby(2002)。Store satisfaction and store loyalty explained by customer and store-related factors。Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior，15(1)，68-80。  new window
32.Backman, S. J.、Crompton, J. L.(1991)。Differentiating between high, spurious, latent, and low loyalty participants in two leisure activities。Journal of Park and Recreation Administration: A Publication of The American Academy for Park and Recreation administration，9(2)，1-17。  new window
33.Iso-Ahola, Seppo E.、Allen, Jon R.(1982)。The dynamics of leisure motivation: The effects of outcome on leisure needs。Research Quarterly for Exercise and Sport，53(2)，141-149。  new window
34.Oliver, Richard L.(1980)。A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions。Journal of Marketing Research，17(4)，460-469。  new window
35.Hanqin, Zhang Qiu、Lam, Terry(1999)。An analysis of Mainland Chinese visitors' motivations to visit Hong Kong。Tourism Management，20(5)，587-594。  new window
36.Yoon, Yooshik、Uysal, Muzaffer(2005)。An Examination of the Effects of Motivation and Satisfaction on Destination Loyalty: a structural model。Tourism Management，26(1)，45-56。  new window
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會議論文
1.曹勝雄、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研究。高雄：國立高雄餐旅學院。187-196。  延伸查詢new window
學位論文
1.張紋菱(2006)。主題園遊客旅遊動機、觀光意象與忠誠度關係之研究--以月眉探索樂園為例(碩士論文)。朝陽科技大學。  延伸查詢new window
2.林大椿(2006)。南州觀光糖廠遊客旅遊動機與滿意度之研究(碩士論文)。南台科技大學。  延伸查詢new window
3.黃祺惠(2005)。水庫風景區遊客遊憩動機及滿意度之研究--以烏山頭水庫風景區為例(碩士論文)。立德管理學院。  延伸查詢new window
4.吳佩芬(1997)。主題園遊客對主題意象認知之研究--以六福村主題遊樂園為例(碩士論文)。逢甲大學。  延伸查詢new window
5.陳俊男(2004)。七股鹽場鹽山遊客之遊憩動機、遊憩環境體驗與遊憩滿意度之研究(碩士論文)。南華大學。  延伸查詢new window
6.蘇佳鈴(2003)。觀光節慶活動遊客意象、滿意度、忠誠度關聯之研究--以屏東黑鮪魚文化觀光季為例(碩士論文)。南華大學。  延伸查詢new window
7.黃耀昆(2006)。旅遊動機、旅遊意象與滿意度關係之研究--以田尾公路花園為例(碩士論文)。國立嘉義大學。  延伸查詢new window
8.林欣玫(2005)。遊憩產業遊客之體驗與滿意度之關聯性研究(碩士論文)。朝陽科技大學。  延伸查詢new window
圖書
1.Sekaran, Uma、祝道松、林家五(2003)。企業研究方法。台北：智勝文化事業有限公司。  延伸查詢new window
2.莊立民、王鼎銘(2005)。企業研究方法--質化與量化方法之應用。台北：雙葉書廊有限公司。  延伸查詢new window
3.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。台北市：五南圖書出版股份有限公司。  延伸查詢new window
4.Manning, R. E.(1986)。Studies in outdoor recreation: A review and synthesis of socialscience literature in outdoor recreation。Corvallis, OR：Oregon State University Press。  new window
5.Kotler, P.、Armstrong, G.、Saunders, J.、Wong, V.(1999)。Principles of marketing。New Jersey：Prentice Hall。  new window
6.Kotler, Philip(1997)。Marketing Management: Analysis, Planning, Implementation, and Control。Prentice-Hall。  new window
圖書論文
1.Jöreskog, K. G.(1993)。Testing structural equation models。Testing structural equation models。Sage。  new window
 
 
 
 
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