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題名：以旅客推動和拉動旅遊動機探討休閒牧場口碑影響之研究--分析顧客價值的調節效果
書刊名：行銷科學學報
作者：江季芸／洪梓晏／謝佳宏 引用關係
作者(外文)：Chiang, Chi-yun／Hung, Tzu-yen／Hsieh, Chia-hung
出版日期：2014
卷期：10:1
頁次：頁41-64
主題關鍵詞：推動因素；拉動因素；旅遊動機；口碑；顧客價值；Push factor；Pull factor；Travel motivation；Word of mouth；Customer value
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(5) 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:5
  • 共同引用共同引用:22
  • 點閱點閱:6
近年來由於國民所得與生活水準不斷提高，人們因而開始關注生活品質並花費許多時間與資源來從事休閒娛樂的活動，國內觀光旅遊產業因而逐漸蓬勃發展。本研究以推動因素和拉動因素的旅遊動機為基礎，探討旅客至國內休閒牧場的旅遊動機。此外，亦以旅客對休閒牧場所重視的顧客價值為基礎，將旅客劃分為不同型態的消費者。研究結果顯示，旅遊動機會正向顯著影響顧客滿意度，而滿意的旅客會願意對休閒牧場進行口碑宣傳。而不同顧客價值型態的旅客，則對旅遊動機和顧客滿意二者的關係產生調節作用。本研究最後提出了行銷建議與管理意涵，供政府當局與相關業者參考。
The income levels and standard of living for people in Taiwan have grown dramatically, and consequently their interest in leisure activities has grown. The domestic travel and tourism industry has developed gradually. This study examines the travel motivations of domestic travelers who visit a specific ranch based on the push and pull factors theory. This study also segments these travelers according to their customer value perceptions about the ranch. The empirical findings show that travel motivations can positive affect customer satisfaction, and satisfied travelers are willing to deliver positive word-of-mouth for the ranch. Besides, travelers with different customer values can moderate the relationship between travel motivations and customer satisfaction. The marketing strategies and implications for government and the ranch practitioners are also discussed.
期刊論文
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15.Lee, C. H.、Huang, C. H.(2011)。Evaluation of visitors' perceived value and tourism benefits in cultural heritage: A case of Dalongdong Baoan Temple。Journal of Tourism and Leisure Studies，17(3)，361-385。  new window
16.Al-Haj Mohammad, Bashar Aref Mohammad、Mat Som, Ahmad Puad(2010)。An analysis of push and pull travel motivations of foreign tourists to Jordan。International Journal of Business and Management，5(12)，41-50。  new window
17.Sangpikul, A.(2008)。A factor-cluster analysis of tourist motivations: A case of U.S. senior travelers。Original Scientific，56(1)，23-40。  new window
18.Yeh, C. K.、Hsu, Y. C.、Chick, G.(2011)。Applying free-listing to develop Taiwan leisure activity inventory。Journal of Tourism and Leisure Studies，17(1)，1-23。  new window
19.葉智魁、許義忠、Chick, Garry(20110400)。運用自由列舉法發展臺灣本土休閒活動量表。觀光休閒學報，17(1)，1-23。new window  延伸查詢new window
20.Goossens, Cees(2000)。Tourism information and pleasure motivation。Annals of Tourism Research，27(2)，301-321。  new window
21.Dörnyei, Zoltán(1994)。Motivation and Motivating in the foreign language classroom。The Modern Language Journal，78(3)，273-284。  new window
22.Baker, Dwayne A.、Crompton, John L.(2000)。Quality, satisfaction and behavioral intentions。Annals of Tourism Research，27(3)，785-804。  new window
23.Baloglu, Seyhmus、Uysal, Muzaffer(1996)。Market segments of push and pull motivations: A canonical correlation approach。International Journal of Contemporary Hospitality Management，8(3)，32-38。  new window
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25.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
26.Cheung, Man Yee、Luo, Chuan、Sia, Choon Ling、Chen, Huaping(2009)。Credibility of electronic word-of-mouth informational and normative determinants of online consumer recommendations。International Journal of Electronic Commerce，13(4)，9-38。  new window
27.Zeithaml, Valarie A.(1988)。Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence。Journal of Marketing，52(3)，2-22。  new window
圖書
1.Kotier, P.、Haider, D. H.、Rein, I.(1994)。Marketing places。New York：The Free Press。  new window
2.Pearce, P. L.(1982)。The Social Psychology of Tourist Behavior。Oxford：Pergamon Press。  new window
3.Clawson, M.、Knetsch, J. L.(1966)。Economic of Outdoor Recreation。The Johns Hopkins University Press。  new window
4.陳宇順(2005)。多變量分析。台北：東華書局。  延伸查詢new window
5.Kotler, Philip(1997)。Marketing Management: Analysis, Planning, Implementation, and Control。Prentice-Hall。  new window
其他
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2.宜蘭縣政府(2010)。地理環境，http://www.e-land.gov.tw/ct.asp?xItem=2258&CtNode=877&mp=4。  new window
3.彭杏珠(2011)。復辦童玩節--找回宜蘭價值與光榮感，http://www.gvm.com.tw/Boardcontent_18362.html。  延伸查詢new window
 
 
 
 
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