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題名：涉入性、知覺價值、忠誠度、滿意度與重遊意願之關係研究--以來臺自由行陸客為例
書刊名：餐旅暨觀光
作者：楊政樺 引用關係／盧衍良 引用關係／蔡承孛
作者(外文)：Yang, Cheng-hua／Lu, Alex Y. L.／Tsai, Cheng-po
出版日期：2014
卷期：11:4
頁次：頁243-272
主題關鍵詞：自由行陸客；涉入性；知覺價值；忠誠度；重遊意願；Mainland individual tourists；Involvement；Perceived value；Loyalty；Revisiting intention
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:119
  • 點閱點閱:136
即便兩岸交流仍有諸多問題的歧義漸次磨合，亦有對來台旅遊市場過度傾中的疑慮。但是，民間業者對於引入中國客源平衡觀光貿易逆差饒富想像。衡諸輿情，政府在既有「團進團出」模式之外，亦逐漸開放陸客赴台自由行的試點城市規模。本研究旨在以結構方程模式驗證自由行陸客對於涉入性、知覺價值、忠誠度、滿意度與重遊意願之間的相互影響關係。藉由立意抽樣在高雄及桃園兩地機場對自由行陸客進行面訪調查，共計回收300份，有效問卷283份（有效問卷率94.3%）。結果顯示：（1）涉入性正向影響忠誠度及知覺價值，但對滿意度影響並不顯著；（2）知覺價值正向影響滿意度，並透過滿意度間接影響忠誠度及（3）滿意度與忠誠度對重遊意願皆有正向影響。最後，提出研究論點與管理意涵。
Although the disputes in cross-strait exchange are gradually resolved and there is doubt about dependency of inbound market on China, private companies anticipate the tourism revenue brought by the Chinese tourists. Hence, besides the group tours for Chinese tourists, the government has approved foreign independent travel for individual tourists who reside in several major cities in China. This study aims to validate the relationship among Mainland individual tourists' involvement, perceived value, loyalty, satisfaction and revisiting intention through structural equation modeling. By purposive sampling, face-to-face interviews were conducted on Mainland individual tourists of foreign independent travel in airports of Kaohsiung and Taoyuan. A total of 300 questionnaires were retrieved, and 283 valid samples were retrieved, with a valid return rate of 94.3%. The results showed that: (1) involvement positively influences loyalty and perceived value; however, it does not significantly influence satisfaction; (2) perceived value positively influences satisfaction and it indirectly influences loyalty through satisfaction; (3) satisfaction and loyalty positively influence revisiting intention. Finally, suggestions and managerial implication of this study are proposed.
期刊論文
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13.楊政樺(20070600)。應用排序普羅比資料轉換法探討大陸觀光遊客對臺灣旅遊服務品質之知覺重視度與實際體驗滿意度之研究。旅遊管理研究，7(1)，1-29。new window  延伸查詢new window
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23.陳勁甫、古素瑩(20061200)。海外自助旅行者動機、知覺價值與市場區隔之研究。中華管理評論，9(4)，(1)1-(1)22。  延伸查詢new window
24.Hwang, S. N.、Lee, C.、Chen, H. J.(2005)。The Relationship among Tourists' Involvement, Place Attachment and Interpretation Satisfaction in Taiwan's National Parks。Tourism Management，26(2)，143-156。  new window
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會議論文
1.周世玉、陳麒文(2003)。消費者關於產品搭售態度、主觀規範、知覺價值對購買意願影響之研究。提昇台灣執行力學術研討會，國立中央大學企業管理學系 (會議日期: 2003/11/15)。  延伸查詢new window
學位論文
1.吳玟琪(2005)。臺北縣烏來風景區民宿遊客之動機與滿意度相關研究(碩士論文)。國立臺灣師範大學。  延伸查詢new window
2.施文輝(2008)。信眾滿意度、宗教品牌忠誠度對重遊意願影響之研究--以佛光山為例(碩士論文)。高雄餐旅學院。  延伸查詢new window
3.李宛凌(2011)。海外自助旅行者之知覺價值及滿意度對重遊意願之研究--以香港旅遊為例(碩士論文)。國立交通大學。  延伸查詢new window
4.陳淑慧(2011)。銀行財富管理顧客忠誠度之實證研究(碩士論文)。國立高雄應用科技大學。  延伸查詢new window
5.Toxward, S. J.(1999)。Backpackers' expectations and satisfactions a case study of Northland(博士論文)。Lincoln University，New Zealand。  new window
6.初昌樂(2009)。女性海外自助旅遊者生活形態、涉入程度與主觀幸福感之研究(碩士論文)。國立台灣師範大學，台北。  延伸查詢new window
圖書
1.Rust, R. T.、Oliver, R. L.(1994)。Service Quality: New Directions in Theory and Practice。SAGE。  new window
2.Kotler, Philip(2000)。Marketing Management: Analysis, Planning, Implementation and control。Englewood Cliffss, New Jersey：Prentice Hall。  new window
3.Zeithaml, Valarie A.、Bitner, Mary Jo(2000)。Service marketing: Integrating customer focus across the firm。McGraw-Hill。  new window
4.Hair, Joseph F. Jr.、Black, William C.、Babin, Barry J.、Anderson, Rolph E.、Tatham, Ronald L.(2009)。Multivariate Data Analysis。Prentice-Hall, Inc.。  new window
其他
1.尼爾森行銷研究顧問股份有限公司(2014)。中國自由行旅客愛台最大理由：台灣民情風俗和文化，http://www.nielsen.com/tw/zh/insights/reports/2014/mainland-chinese-tourists-report-2014.html， 2014/04/01。  延伸查詢new window
2.交通部觀光局(2013)。行政資訊系統「觀光市場調査摘要」，http://admin.taiwan.net.tw/statistics/market.aspx?no=133， 2014/11/28。  延伸查詢new window
圖書論文
1.Browne, Michael W.、Cudeck, Robert(1993)。Alternative ways of assessing model fit。Testing Structural Equation Models。Sage。  new window
 
 
 
 
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