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題名：觀光工廠服務場景、解說服務品質與遊客行為意圖關係之研究
書刊名：戶外遊憩研究
作者：陳寬裕 引用關係／楊明青／林永森 引用關係／李謀監
作者(外文)：Chen, Kuan-yu／Yang, Ming-ching／Lin, Yung-sen／Lee, Mou-chien
出版日期：2011
卷期：24:4
頁次：頁1-28
主題關鍵詞：觀光工廠；服務場景；解說服務品質；Tourism factory；Servicescape；Interpretation service quality
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(16) 博士論文(1) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:16
  • 共同引用共同引用:117
  • 點閱點閱:195
本研究旨在建構並驗證「服務場景、解說服務品質與遊客行為意圖關係模式」，以瞭解觀光工廠遊客所感受的服務場景、解說服務品質與遊客行為意圖間之因果關係，並釐清整體服務品質、正面情感與知覺價值於其間關係的中介效果。研究對象以赴先麥芋頭文化觀光工廠之遊客進行問卷調查，共獲得有效問卷562份。經文獻回顧相關理論後以結構方程模式進行分析，研究結果顯示，本研究之「服務場景、解說服務品質與遊客行為意圖關係模式」，整體模式適配程度良好。由該模式得知，觀光工廠所提供的服務場景與解說服務品質皆可透過整體服務品質、正面情感與知覺價值的中介效果而間接影響遊客行為意圖。此外，由於知覺價值是影響遊客行為意圖的最主要因素；而整體服務品質是影響知覺價值的最主要因素；且服務場景又是影響整體服務品質的最主要因素，因此服務場景對於遊客行為意圖的影響力，具有相對重要的地位。
The purpose of this study was to examine the relationships among servicescape, interpretation service quality, and tourists' behavioral intentions as well as clarify the mediating effect of overall service quality, positive affect, and perceived value in their relationships. A total of 562 valid questionnaires were collected from a sample of tourism factory tourists in Central Taiwan. Structural equation modeling was used to estimate a model linking servicescape, interpretation service quality to tourists' behavioral intentions. The results show that both servicescape and interpretation service quality have indirect positive effect on tourists' behavioral intentions, and overall service quality, positive affect, and perceived value as the mediator in their relationships. Besides, perceived value is a main factor affecting tourists' behavioral intentions, overall service quality is a main factor affecting perceived value, and servicescape is a main factor affecting overall service quality.
期刊論文
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5.任維廉、董士偉、呂堂榮(20050900)。服務場景與等候經驗對國道客運乘客行為意向與選擇行為之影響。運輸計劃，34(3)，413-442。new window  延伸查詢new window
6.Turley, L. W.、Fugate, D. L.(1992)。The multidimensional nature of service facilities: Viewpoints and recommendations。Journal of Services Marketing，6(3)，37-53。  new window
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29.Lee, Choong-Ki、Yoon, Yoo-Shik、Lee, Seung-Kon(2007)。Investigating the Relationships among Perceived Value, Satisfaction, and Recommendations: The Case of the Korean DMZ。Tourism Management，28(1)，204-214。  new window
30.Bolton, Ruth N.、Drew, James H.(1987)。A Multistage Model of Customers' Assessments of Service Quality and Value。Journal of Consumer Research，17(4)，375-384。  new window
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42.Parasuraman, Ananthanarayanan Parsu、Zeithaml, Valarie A.、Berry, Leonard L.(1988)。SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service quality。Journal of Retailing，64(1)，12-40。  new window
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49.Knapp, D.、Yang, L. L.(2005)。A phenomenological analysis of long-term recollections of an interpretive program。Journal of Interpretation Research，7(2)，7-17。  new window
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研究報告
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2.王鑫(1989)。太魯閣國家公園解說系統規劃研究報告。花蓮。  延伸查詢new window
學位論文
1.陳瑩盈(2005)。產業轉型之策略探討--觀光工廠之解說服務評估(碩士論文)。靜宜大學。  延伸查詢new window
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圖書
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其他
1.楊勝評(2003)。觀光工廠論壇—服務的品質及工廠觀光化的優勢，http://proj.moeaidb.gov.tw/cluster/taiwanplace21/experience/interview_03.htm， 20090321。  延伸查詢new window
2.邱紹成(2003)。觀光工廠論壇--服務的品質及工廠觀光化的優勢，http://proj.moeaidb.gov.tw/cluster/taiwanplace21/experience/interview_03.htm， 2009/03/21。  延伸查詢new window
3.陳墀吉(2003)。人物專訪—在休閒觀光中掌握主要的元素「體驗與解說」，http://www.taiwanplace21.org/page2_12.htm， 20050618。  延伸查詢new window
圖書論文
1.Ittelson, W. H.(1973)。Environment perception and contemporary perceptual theory。Environment and cognition。New York：Seminar Press。  new window
2.Baker, J.(1986)。The Role of the Environment in Marketing Services: The Consumer Perspective。The Services Challenge: Integrating for Competitive Advantage。American Marketing Association。  new window
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