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題名：觀光意象與服務品質關係之研究--以澎湖國家風景區為例
書刊名：休閒事業研究
作者：梁家祜／王翰元／郭沅志
作者(外文)：Liang, Joy Chia Huh／Wang, Han-yuan／Kuo, Yuan-chih
出版日期：2009
卷期：7:3
頁次：頁1-16
主題關鍵詞：澎湖國家風景區；觀光意象；服務品質；Penghu National Scenic Area；Tourist image；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(6) 博士論文(1) 專書(1) 專書論文(0)
  • 排除自我引用排除自我引用:6
  • 共同引用共同引用:73
  • 點閱點閱:71
本研究主要目的是探討到訪澎湖國家風景區遊客的觀光意象與服務品質之間的關係。樣本的選取以至澎湖國家風景區旅遊之遊客為研究對象，採隨機取樣的方式進行問卷調查及蒐集相關資訊，共獲得有效問卷439份，依研究目的及驗證假設，以結構方程模式進行分析。本研究結果顯示澎湖國家風景區遊客觀光意象與服務品質關係之整體模式適配良好。由該模式得知，遊客本身所認知的觀光意象對遊客感受到的服務品質有直接且正向的影響，亦即，遊客的觀光意象越佳，則遊客對所感受的服務品質評估越優良。本研究根據研究結果對澎湖國家風景區管理單位與業者提出建議，期望提升服務品質與遊客的觀光意象，以作為建構澎湖觀光行銷策略之參考。
The objective of this study was to investigate the relationship between tourist image and service quality of Penghu National Scenic Area. First, a conceptual model was established. The survey was conducted at Penghu National Scenic Area by random sampling method, a total of 439 valid questionnaires were received. Based on research purposes and hypotheses, data was analyzed using Structural Equation Modeling (SEM). The outcome supported the proposed model of "Penghu National Scenic Area Tourist Image and Service Quality". The result showed that tourism image had significant direct and positive impact on tourists' perceived service quality. In other words, the stronger the tourist image, the higher the tourist evaluation of the service quality. The managerial implications were drawn to Penghu National Scenic Area management and tourism business. It is important for the management to build an effective tourism marketing strategy to improve service quality and raise visitors' tourist image.
期刊論文
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2.Choi, W. M.、Chan, A.、Wu, J.(1999)。A qualitative and quantitative assessment of Hong Kong's image as a tourist destination。Tourism Management，20(3)，361-365。  new window
3.Prebensen, N. K.(2007)。Exploring tourists, images of a distant destination。Tourism Management，28(3)，747-756。  new window
4.Calantone, R. J.、Di Benedetto, C. A.、Hakam, A.、Bojanic, D. C.(1989)。Multiple multinational tourism positioning using correspondence analysis。Journal of Travel Research，28(2)，25-32。  new window
5.Chen, Joseph S.、Hsu, Cathy H. C.(2000)。Measurement of Korean tourists' perceived images of overseas destinations。Journal of Travel Research，38(4)，411-416。  new window
6.Konecnik, M.(2002)。The image as a possible source of competitive advantage of the destination-The case of Slovenia。Tourism Review，57，6-12。  new window
7.Font, X.(1997)。Managing the tourist destination's image。Journal of Vacation Marketing，3(2)，123-131。  new window
8.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
9.Beerli, A.、Martin, J. D.(2004)。Tourists' characteristics and the perceived image of tourist destinations: a quantitative analysis--a case study of Lanzarote, Spain。Tourism Management，25(5)，623-636。  new window
10.Moutinho, Luis(1987)。Consumer behaviour in tourism。European Journal of Marketing，21(10)，5-44。  new window
11.Pike, S.(2002)。Destination image analysis: A review of 142 Papers from 1973 to 2000。Tourism Management，23(5)，541-549。  new window
12.Parasuraman, A.、Zeithaml, V. A.、Berry, L. L.(1994)。Reassessment of Expectations as a Comparison Standard in Measuring Sevice Quality: Implications for Further Research。Journal of Marketing，58(1)，111-124。  new window
13.Fick, Gavin R.、Ritchie, J. R. Brent(1991)。Measuring Service Quality in the Travel and Tourism Industry。Journal of Travel Research，30(2)，2-9。  new window
14.Schneider, I.、Sonmez, S.(1999)。Exploring the Touristic Image of Jordan。Tourism Management，20(4)，539-542。  new window
15.Chon, K. S.(1990)。Traveler Destination Image Modification Process and its Marketing Implication。Development in marketing science，13，480-482。  new window
16.Gartner, William C.(1994)。Image Formation Process。Journal of Travel & Tourism Marketing，2(2/3)，191-216。  new window
17.Milman, Ady、Pizam, Abraham(1995)。The role of awareness and familiarity with a destination: The central Florida case。Journal of Travel Research，33(3)，21-27。  new window
18.Mansfeld, Yoel(1992)。From Motivation to Actual Travel。Annals of Tourism Research，19(3)，399-419。  new window
19.Echtner, Charlotte M.、Ritchie, J. R. Brent(1993)。The Measurement of Destination Image: An Empirical Assessment。Journal of Travel Research，31(4)，3-13。  new window
20.Hu, Yangzhou、Ritchie, J. R. Brent(1993)。Measuring destination attractiveness: A contextual approach。Journal of Travel Research，32(2)，25-34。  new window
21.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
22.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
23.Andreassen, Tor Wallin、Lindestad, Bodil(1998)。Customer loyalty and complex services: The impact of corporate image on quality, customer satisfaction and loyalty for customers with varying degrees of service expertise。International Journal of Service Industry Management，9(1)，7-23。  new window
24.侯錦雄、林宗賢(19960300)。日月潭風景區目標市場定位策略中之旅遊意象度量探討。戶外遊憩研究，9(1)，57-77。new window  延伸查詢new window
25.Ritchie, J. R. B.、Crouch, G. I.(2000)。The competitive destination: A sustainability perspective。Tourism Management，21(1)，1-7。  new window
26.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
27.Enright, Michael J.、Newton, James(2004)。Tourism destination competitiveness: A quantitative approach。Tourism Management，25(6)，777-788。  new window
28.Baloglu, Seyhmus、McCleary, Ken W.(1999)。A model of destination image formation。Annals of Tourism Research，26(4)，868-897。  new window
29.Jenkins, Olivia H.(1999)。Understanding and measuring tourist destination images。International Journal of Tourism Research，1(1)，1-15。  new window
30.San Martín, Héctor、Rodríguez del Bosque, Ignacio A.(2008)。Exploring the cognitive-affective nature of destination image and the role of psychological factors in its formation。Tourism Management，29(2)，263-277。  new window
31.Grönroos, Christian A.(1984)。A Service Quality Model and its Marketing Implications。European Journal of Marketing，18(4)，36-44。  new window
32.Jarvis, Cheryi B.、Mackenzie, Scott B.、Podsakoff, Philip M.(2003)。A Critical Review of Construct Indicators and Measurement Model Misspecification in Marketing and Consumer Research。Journal of Consumer Research，30(2)，199-218。  new window
33.Leisen, Birgit(2001)。Image segmentation: The case of a tourism destination。Journal of Services Marketing，15(1)，49-66。  new window
34.Fakeye, Paul C.、Crompton, John L.(1991)。Image differences between prospective, first-time, and repeat visitors to the Lower Rio Grande Valley。Journal of Travel Research，30(2)，10-16。  new window
35.Noar, S. M.(2003)。The role of structural equation modeling in scale development。Structural Equation Modeling: A Multidisciplinary Journal，10(4)，622-647。  new window
36.Parasuraman, A. P.、Zeithaml, Valarie A.、Berry, Leonard L.(1985)。A Conceptual Model of Service Quality and Its Implication for Future Research。Journal of Marketing，49(4)，41-50。  new window
37.Cronin, J. Joseph Jr.、Taylor, Steven A.(1992)。Measuring Service Quality: A Reexamination and Extension。Journal of Marketing，56(3)，55-68。  new window
38.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
39.Byrne, B. M.、Shavelson, R. J.、Muthén, B.(1989)。Testing for the equivalence of factor covariance and mean structure: The issue of partial measurement invariance。Psychological Bulletin，105(3)，456-466。  new window
40.Goodrich, J. N.(1978)。The relationship between preferences and perceptions of vacation destinations。Application of a choice model，17(2)，8-13。  new window
學位論文
1.王信惠(2007)。宗教觀光地旅遊意象、知覺價值、旅遊品質、滿意度與遊後行為意圖關係之研究--以北港為例(碩士論文)。南華大學。  延伸查詢new window
2.陳運欽(2003)。觀光地意象認知與旅遊選擇意願之研究(碩士論文)。銘傳大學。  延伸查詢new window
圖書
1.Kotler, O.、Haider, D. H.、Rein, Y.(1993)。Marketing Places, Investment, Industry and Tourism to Cities, State and Nations。New York：The Free Press。  new window
2.鄭紹成(2007)。服務行銷與管理。台北：雙葉書廊。  延伸查詢new window
3.Kotler, Philip、Bowen, John T.、Makens, James C.(1996)。Marketing for Hospitality and Tourism。Upper Saddle River, NJ：Prentice-Hall。  new window
4.曾光華(2008)。行銷管理：理論解析與實務應用。前程文化事業有限公司。  延伸查詢new window
5.Gunn, C. A.(1988)。Vacation escapes: Designing tourist regions。NY：Vannostrand Reinhold。  new window
6.Lawson, F.、Baud-Bovy, M.(1977)。Tourism and recreational development: A handbook of physical planning。London：Architectural Press。  new window
7.戴九永(1987)。品質管理。台北：三民書局。  延伸查詢new window
8.黃芳銘(2004)。社會科學統計方法學：結構方程模式。臺北市：五南圖書出版股份有限公司。  延伸查詢new window
9.Kline, Rex B.(1998)。Principles and Practice of Structural Equation Modeling。Guilford Press。  new window
 
 
 
 
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