Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/23396
標題: 旅遊動機、渡假生活型態、滿意度對重遊意願影響之研究-以澎湖地區旅遊為例
A study of the effects of travel motivation, vacation lifestyle, and satisfaction on revisit intentions: A case study of Penghu in Taiwan
作者: 楊景裕
Yang, Ching-Yu
關鍵字: http://etds.lib.nchu.edu.tw/etdservice/view_metadata?etdun=U0005-2107201011100000
旅遊動機
渡假生活型態
目的地屬性
滿意度
重遊意願
出版社: 行銷學系所
引用: 中文文獻 圖書: 別蓮蒂 (2000)。生活型態白皮書。台北:商周。 吳明隆 (2009)。SPSS操作與應用:問卷統計因素因分析實務。台北:五南 李昊曈 編譯 (2003)。消費者行為,Hoyer & MacInnis著。台北:普林斯頓國際有限公司。 林建煌 (2002)。消費者行為。台北:智勝文化事業有限公司。 榮泰生 (1999)。消費者行為。臺北,五南出版社。 蕭富峰 (2008)。消費者行為。台北:智勝文化事業有限公司 嚴長壽(2008)。我所看見的未來。台北:天下文化。 期刊論文: 鄭健雄、劉孟奇(2003)。台灣本土化渡假生活型態量表之建構-以多樣本為基礎之信效度分析,管理學報,第20卷第6期,1221-1246。 網路資源: 中華民國交通部觀光局。99年6月1日,http://taiwan.net.tw/m1.aspx?sNo=0001125 台北市旅行商業同業公會。99年6月1日,http://www.tata.org.tw 澎湖國家風景區管理處。99年6月1日,http://www.penghu-nsa.gov.tw/gov/ 澎湖縣文化局。99年6月1日,http://lohas.phhcc.gov.tw 澎湖縣政府全球資訊網。99年6月1日,http://www.penghu.gov.tw/chinese 其他: 國立台灣大學地理環境資源學系暨研究所(2004)。澎湖縣綜合發展計畫。澎湖縣政府 英文文獻 Books: Anastasi, A. (1988). Psychological testing.(6th ed.). New York: Macmillan Publishing Bhattachabyya, G. K. and Johnson, R. A. (1977). Statistical Concepts and Methods. NY: Wiley Blackwell, R. D., Miniard, P. W., & Engel, J. F. (2005). Consumer Behavior (10th ed.). Ohio: South-Western Cooper, D. R., & Emory, C. W. (1995). Business research method. Chicago: Richard D. Irwin. Goeldner, C. R., & Ritchie, J. R. (2003). Tourism: principles, practices, philosophies. Hoboken, NJ: John Wiley & Sons. Hair, J. F. Jr., Anderson, R. E., Tatham, R. L. & Black, W. C. (1995). Multivariate data analysis with reading (4th ed.). Englewood Cliffs, NJ: Prentice Hall Hair, J. H., Jr., Black, W. C., Babin, B. J., & Tatham, R. L. (2005). Multivariate data analysis. Upper Saddle River, NJ: Prentice Hall. Hawkins, D. I., Mothersbaugh, D. L., & Best, R. J. (2007). Consumer Behavior (10th ed.). New York, NY: McGraw-Hill Companies. Herzberg, F. W. (1966). Work and the nature of man. Cleveland: World Publishing. Howard, J. A. & Sheth, J. (1969). The Theory of Buyer Behavior. New York, NY: John Wiley & Sons. Kotler, P. (2000). Marketing Management (10th ed.). New Jersey: Prentice-Hall Inc. Kotler, P. & Armsrong, G. (2006). Principles of Marketing (11th ed.). Upper Saddle River, NJ: pearson Education. Kotler, P., Bowen, B., & Makens, J. (2010). Marketing for Hospitality and Tourism. New Jersey: Prentice Hall. Kotler, P., Bowen, J., &Makens, J. (2003). Marketing for hospitality and tourism (3rd ed.). Upper Saddle River, NJ: Prentice Hall. Mook, Douglas G. (1987), Motivation: The Organization of Action, New York: W. W. Norton. Peter, J. P., & Olson, J. C. (1999). Consumer behavior and marketing strategy (7th ed.). New York: McGraw-Hill. Reichheld, F. F. (1996). The loyalty effect. Boston. MA: Harvard Business School Press. Schiffman, L. G., & Kanuk, L. L. (1978). Consumer behavior. Englewood Cliffs, NJ: Prentice-Hall. Solomaon, Michael R. (2007). Consumer Behavior (7th ed.). Upper Saddle River, NJ: Pearson Education, 214. Willian, D., Perrault, J. and McCarthy, E. J. (1999). Basic Marketing: A Global Managerial approach. Boston: McGraw-Hill. Journal Articles: Alegre, J. & Cladera, M. (2009). Analysing the effect of satisfaction and previous visits on tourist intentions to return. European Journal of Marketing, 43(5/6), 670-685. Alegre, J., & Garau, J. (2010). Tourist satisfaction and dissatisfaction. Annals of Tourism Research, 37(1), 52–73. Anderson, L., & Littrell, M. (1995). Souvenir purchase behavior of women tourist. Annals of Tourism Research, 22(2), 328-348. Andreu, L., Kozak, M., Avci, N., & Ciffer, N. (2006). Market segmentation by motivations to travel British tourists visiting Turkey. Journal of Travel and Tourism Marketing, 19(1), 1-14. Anderson, E. W., & Sullivan, M. W. (1993). The antecedents and consequences of customer satisfaction for firms. Marketing Science, 12, 125-143. Backman, K. F., Backman, S. J., Uysal, M., & Sunshine, K. M. (1995). Event tourism: An examination of motivations and activities. Festival Management & Event Tourism, 3(1), 15-24. Bagozzi, R. P., & Youjae, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74-94. Baker, D. A., & Crompton, J. L. (2000). Quality, satisfaction and behavioral intentions. Annals of Tourism Research, 27(3), 785-804. Baloglu, S., & Uysal, M. (1996). Market segments of push and pull motivations: A canonical correlation approach. International Journal of Contemporary Hospitality Management, 8(3), 32-38. Bearden, W. O., & Teel, J. E. (1983). Selected determinants of consumer satisfaction and complaint reports. Journal of Marketing Research, 20(1), 21-28. Bieger, T., & Laesser, C. (2002). Market segmentation by motivation: The case of Switzerland. Journal of Travel Research, 41(1), 68-76. Bigne, J. E., Sanchez, M. I., & Sanchez, J. (2001). Tourism image, evaluation variables and after purchase behavior: Inter-relationship. Tourism Management, 22(6), 607-616. Bolton, R. N., & Drew, J. H. (1991). A multistage model of Customers’ assessments of service quality and value. Journal of Consumer Research, 17(March), 375-384 Boulding, W., Kalva, A., Staelin, R., & Zeithaml, V. A. (1993). A dynamic process model of service quality: From expectation to behavioral intentions. Journal of Marketing Research, 30(February), 7-27. Buhalis, D. (2000). Marketing the competitive destination in the future. Tourism Management, 21(1), 97-116. Cha, S., McCleary, K. W., & Uysal, M. (1995). Travel motivations of Japanese overseas travelers: A factor-cluster segmentations approach. Journal of Travel Research, 34(1), 33-39. Chan, J. K. L., & Baum, T. (2007). Determination of satisfiers and dissatisfiers using Herzberg’s motivator and hygiene factor theory: An exploratory study. Tourism Culture & Communication, 7(2), 117–131. Chen, J. S., Huang, Y. C., & Cheng, J. S. (2009). Vacation lifestyle and travel behaviors. Journal of Travel & Tourism Marketing, 26(5), 494-506. Chen, J. S., & Gursoy, D. (2001). An investigation of tourists’ destination loyalty and preferences. International Journal of Contemporary Hospitality, 12(2), 79-86. Cheng, J. S., & Lio, M. C. (2001). A preliminary study on the construction of Taiwanese vacation lifestyle scale a case of the Kenting National Park’s travelers. Journal of Outdoor Recreation Study, 14(3), 57-80. Chi, C. G.-Q., & Qu, H. (2008). Examining the structural relationships of destination image, tourist satisfaction and destination loyalty: An integrated approach. Tourism Management, 29, 624-636. Crompton, J. L., & McKay, S. L. (1997). Motives of visitors attending festival events. Annals of Tourism Research, 24(2), 425-439. Crompton, J. L. (1979). Motivations for pleasure vacation. Annals of Tourism Research, 6(4), 408-424. Cronin, J. J., Jr., Brady, M. K., & Hult, G. T. M. (2000). Assessing the effects of quality, value and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193-218. Dann, G. (1977). Anomie, ego-enhancement and tourism. Annals of Tourism Research 4(4), 184-194. Datta, P. R. (2003). The determinants of brand loyalty. Journal of American Academy of Business, 3(1/2), 138-144. Devesa, M., Laguna, L., & Palacios, A. (2010). The role of motivation in visitor satisfaction: Empirical evidence in rural tourism. Tourism Management, 31, 547-552. Fornell, C., & Wernerfelt, B. (1987). Defensive marketing strategy by customer complaint management. Journal of Marketing Research, 24(November), 337-346. Gold, S. (1972). Nouns of neighborhood park. Journal of American Institute of Planners, 38(3), 369-378. González, A. M., & Bello, L. (2002). The construct “lifestyle” in market segmentation: The behaviour of tourist consumers. European Journal of Marketing, 36(1/2), 51-85. Green, R. G., Beatty, W. E., & Arkin, R. M. (1984). Human motivation: Physiological, behavioral, and social approaches. Boston: Allyn and Bacon. Haber, S., & Lerner, M. (1998). Correlates of tourist satisfaction. Annals of Tourism Research, 25(4), 197-201. Hallowell, R. (1996). The relationship of customer satisfaction, customer loyalty, profitability: An empirical study. International Journal of Service Industry Management, 7(4), 27-42. Hanqin, O., & Lam, T. (1999). An analysis of mainland Chinese visitors’ motivation to visit Hong Kong. Tourism Management, 20(4), 587-593. Horneman, L., Carter, R., Wei, S., & Ruys, A. (2002). Profiling the senior traveler: an Australian perspective. Journal of Travel Research, 41(1), 23-37. Huang, S. & Hsu, C. H. C. (2009). Effects of travel motivation, past experience, perceived constraint, and attitude on revisit intention. Journal of Travel Research, 48(1), 29-44. Huddleston, P., Whipple, J., & VanAuken, A. (2004). Food store loyalty: Application of a consumer loyalty framework. Journal of Targeting, Measurement and Analysis for Marketing, 12(3), 213-230. Hui, T. K., Wan, D., & Ho, A. (2007). Tourists’ satisfaction, recommendation and revisiting Singapore. Tourism Management, 28, 965-975. Hung, K., Petrick, J. F. (in press). Why do you cruise? Exploring the motivations for taking cruise holidays, and the construction of a cruising motivation scale. Tourism Management, xx(xx), xxx-xxx Ibrahim, E. E., & Gill, J. (2005). A positioning strategy for a tourist destination, based on analysis of customers perceptions and satisfactions. Marketing Intelligence & Planning, 23(2), 172-188. Jang, S., & Cai, L. A. (2002). Travel motivations and destination choice: A study of British outbound market. Journal of Travel and Tourism Marketing, 13(3), 111-133. Jang, S., & Wu, C.-M. E. (2006). Seniors’ travel motivation and the influential factors: an examination of Taiwanese seniors. Tourism Management, 27, 306-316. Johns, N., & Gyimothy, S. (2002). Market segmentation and the prediction of tourist behaviour: the case of Bornholm, Denmark. Journal of Travel Research, 40(3), 316-327. Jones, T. O., & Sasser, W. E., Jr. (1995). Why satisfied customers defect. Harvard Business Review, 73(November/December), 88-99. Kim, K. (2008). Analysis of structural equation model for the student pleasure travel market: Motivation, involvement, satisfaction, and destination loyalty. Journal of Travel & Tourism Marketing, 24(4), 297-313 Kim, S., Crompton, J. L., & Botha, C. (2000). Responding to competition: a strategy for Sun/Lost City, South Africa. Tourism Management, 21, 33-41. Kim, S. S., & Lee, C. K. (2002). Push and pull relationships. Annals of Tourism Research, 29(1), 257-260. Kozak, M., & Rimmington, M. (2000). Tourist satisfaction with Mallorca, Spain, as an off-season holiday destination. Journal of Travel Research, 38(3), 260-269. Kozak, M. (2002). Comparative analysis of tourist motivations by nationality and destination. Tourism Management, 23(2), 221-232. Klenosky, D. B. (2002). The ‘‘pull’’ of tourism destinations: A means-end investigation. Journal of Travel Research, 40(4), 385-395. Lee, C. K., Lee, Y. K., & Wicks, B. (2004). Segmentation of festival motivation by nationality and satisfaction. Tourism Management, 25(1), 61-70. Lee, S. Y. (2005). A conceptual model of the roles of price, quality, and intermediary constructs in determining behavioral intention to visit a festival. Unpublished dissertation, Texas A&M University, College Station. Lee, S. H., & Sparks, B. (2007). Cultural influences on travel lifestyle: A comparison of Korean Australians and Koreans in Korea. Tourism Management, 28(2), 505-518. LaBarbera, P. A., & Mazursky, D. (1983). A longitudinal assessment of consumer satisfaction/dissatisfaction: The dynamic aspect of the cognitive process. Journal of Marketing Research, 20(November), 393-404. Matzler, K., Hattenberger, G., Pechlaner, H., & Abfalter, D. (2005). Lifestyle segmentation, vacation types and guest satisfaction: The case of Alpine skiing tourism. In C. Cooper, C. Arcodia, & D.W.M. Solnet (Eds.), Cauthe 2004: Creating tourism knowledge. A Selection of Papers from Cauthe 2004, 2005. Matzler, K., Füller, J., & Faullant, R. (2007). Customer satisfaction and loyalty to alpine ski resorts: The moderating effect of lifestyle, spending and customers’ skiing skills. International Journal of Tourism Research, 9, 409-421. Mannell, R. C., & Iso-Ahola, S. E. (1987). Psychological nature of leisure and tourism experience. Annals of Tourism Research, 14(3), 314-331. Nicholson, R., & Pearce, D. (2001). Why do people attend events: a comparative analysis of visitor motivations at four south island events. Journal of Travel Research, 39, 449-460. Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 27, 460-469. Oliver, R. L. (1993). Cognitive, affective, and attribute bases of the satisfaction response. Journal of Consumer Research, 20(December), 418-430. Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63, 33-44. Oppermann, M. (2000). Tourism destination loyalty. Journal of Travel Research, 39(1), 78-84. Park, D. - B., & Yoon, Y. - S. (2009). Segmentation by motivation in rural tourism: A Korean case study. Tourism Management, 30, 99-108. Pennington-Gray, L. A., & Kerstetter, D. L. (2001). What do university-educated women want from their pleasure travel experience? Journal of Travel Research, 40(1), 49-56. Petrick, J. F. (2004). The roles of quality, value, and satisfaction in predicting cruise passengers’ behavioral intentions. Journal of Travel Research, 42(4), 397-407. Petrick, J. F., & Sirakaya, E. (2004). Segmenting cruisers by loyalty. Annals of Tourism Research, 31(2), 472-475. Perreault, W. D., Darden, D. K., & Darden, W. R. (1977). A psychographic classification of vacation life-styles. Journal of Leisure Research, 9(1), 208-223. Prus, A., & Brandt, D. R. (1995). Understanding Your Customers. Marketing Tools, 66(1), 10-14. Qu, H., & Ping, E. W. Y. (1999). A service performance model of Hong Kong cruise travelers’ motivation factors and satisfaction. Tourism Management, 20(2), 237-244. Reichheld, F. F., & Sasser, W. E. (1990). Zero defections: Quality comes to services. Harvard Business Review, 68(September/October), 105-111. Richards, G., & Wilson, J. (2004). The international student travel market: Travelstyle, motivations, and activities. Tourism Review International, 8(2), 57-67. Ross, E. L. D., & Iso-Ahola, S. E. (1991). Sightseeing tourists’ motivation and satisfaction. Annals of Tourism Research, 18(2), 226-237. Rust, R. T., & Zahorik, A. J. (1993). Customer loyalty, customer retention and market share. Journal of Retailing, 69(2), 193-215. Sangpikul, A. (2008). Travel motivations of Japanese senior travellers to Thailand. International Journal of Tourism Research, 10, 81-94 Severt, D., Wang, Y., Chen, P., & Breiter, D. (2007). Examining the motivation, perceived performance, and behavioural intentions of convention attendees: evidence from a regional conference. Tourism Management, 28(2), 399-408. Silverberg, K. E., Backman, S. J., & Backman, K. F. (1996). A preliminary investigation into the psychographics of nature-based travelers to the Southeastern United States. Journal of Travel Research, 35(2), 19-28. Sirakaya, E., Uysal, M., & Yoshioka, C. (2003). Segmenting the Japanese tour market to Turkey. Journal of Travel Research, 41(3), 293-304. Spreng, R. A., Mankenzie, S. B., & Olshavsky, R. W. (1996). A reexamination of the determinants of consumer satisfaction. Journal of Marketing, 60(3), 15-32. Taylor, S. A., & Baker, T. L. (1994). An assessment of the relationship between service quality and customer satisfaction in formation of consumers’ purchase intentions. Journal of Retailing, 70(2), 163-178. Taylor, T. B. (1998). Better loyalty measurement leads to business solutions. Marketing News, 32(22), 41-42. Tian-Cole, S., Crompton, J. L., & Willson, V. L. (2002). An empirical investigation of the relationships between service quality, satisfaction and behavioral intentions among visitors to wildlife refuge. Journal of Leisure Research, 34(1), 1-24. Tse, D. K., & Wilton, P. C. (1988). Models of consumer satisfaction formation: An extension. Journal of Marketing Research, 25(2), 204-212. Truong, T. H., & Foster, D. (2006). Using HOLSAT to evaluate tourist satisfaction at destinations: the case of Australian holidaymakers in Vietnam. Tourism Management, 27(5), 842-855. Tunstall, R. (1989). Catering for the female business traveler. EIU Travel and Tourism Analyst, 5, 26-40. Wind, Y. & Green, P. E. (1974). Some conceptual measurement and analytical problem in life style research. In Wells, W. D. (Ed.), Life Style and Psychographics (pp.99-126). Chicago: American Marketing Association. Werts, C., Linn, R., & Joreskog, K. (1974). Intraclass reliability estimates: Testing structural assumptions. Educational and Psychological Measurement, 34(1), 25-33. Williams, P. & Soutar, G. N. (2009). Value, satisfaction and behavioral intentions in an adventure tourism context. Annals of Tourism Research, 36(3), 413-438. Yavuz, N., Baloglu, S., & Uysal, M. (1998). Market segmentation of European and Turkish travellers to North Cyprus. An International Journal of Tourism and Hospitality Research, 9(1), 4-18. You X, O’Leary J. (2000). Age and cohort effects: an examination of older Japanese travelers. Journal of Travel and Tourism Marketing, 9(1/2), 21-42. Yoon, Y., & Uysal, M. (2005). An examination of the effects of motivation and satisfaction on destination loyalty: A structural model. Tourism Management, 26(1), 45-56. Yu, L., & Goulden, M. (2006). A comparative analysis of international tourists’ satisfaction in Mongolia. Tourism Management, 27(6), 1331-1342. Yuan, S., & McDonald, C. (1990). Motivational determinates of international pleasure time. Journal of Travel Research, 24(1), 42-44. Zabkar, V., Brencic, M. M., & Dmitrovic, T. (2010). Modelling perceived quality, visitor satisfaction and behavioural intentions at the destination level. Tourism Management, 31, 537-546. Zalatan, A. (1998). Wives’ involvement in tourism decision processes. Annals of Tourism Research, 25(4), 890-903. Zeithaml, V. A. (2000). Service quality, profitability, and the economic worth of customers: What we know and what we need to learn, Journal of Academy of Marketing Science, 28(1), 67-85. Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31-46. Zhang, H. Q., & Lam, T. (1999). An analysis of Mainland Chinese visitors’ motivations to visit Hong Kong. Tourism Management, 20, 587-593. Zins, A. H. (1998). Leisure traveler choice models of theme hotels using psychographics. Journal of Travel Research, 36(4), 3-15.
摘要: 本研究探討前往澎湖渡假旅客之旅遊動機、渡假生活型態、滿意度與重遊意願,並分析形成旅客滿意度及重遊意願之旅遊動機與渡假生活型態構面,所獲得的資訊與結論,可使旅遊推廣部門及相關企業可依此擬定目的地及旅遊產品之行銷策略,以求澎湖獨特的觀光資源與條件可做最妥適的推展。 透過電子問卷平台獲得有效問卷708份,資料彙整經因素分析後,獲得受訪旅客特質與對目的地之評估如下:(1)「舒緩身心壓力」、「發現新事物」為旅客從事旅遊活動最重要之推力動機,而「觀光資源與氛圍」為旅客選擇澎湖群島作為旅遊活動目的地最重要之拉力動機;(2)所獲得的渡假生活型態構面中「放鬆慢遊」、「自然愛好」與「資訊蒐集」為受訪者最認同之渡假行為模式;(3)旅客在不同屬性構面中,對於「目的地觀光資源」的滿意度最高。 採用多元迴歸分析法驗證本研究之假設獲得如下結論:(1) 「目的地觀光資源」、「消費環境」與「休閒娛樂活動」等三類屬性滿意度會顯著地正向影響整體滿意度;(2)「發現新事物」、「舒緩身心壓力」、「觀光資源與氛圍」等旅遊動機會顯著地正向影響整體滿意度與重遊意願;(3)渡假生活型態構面中「放鬆慢遊」、「自然愛好」與「資訊蒐集」等渡假行為模式會顯著地正向影響整體滿意度與重遊意願。
This study offers an integrated approach to understanding tourists' travel motivation, vacation lifestyle and attempts to extend the theoretical and empirical evidence on the causal relationships among the travel motivation, vacation lifestyle, satisfaction, and revisit intention. A sample of 708 tourists was surveyed with a structured questionnaire on an online panel. The results of EFA analyses determined significantly correlated factors, including seven travel motivations, eight vacation lifestyles, and four destination attributes satisfactions. From reviewing the mean scores of the composite indicators, it was found that (1) “relax & rejuvenation”, “discovery & knowledge” and “destination's tourist attractions & atmosphere” were perceived respectively as important factors in travel motivation; (2) “slow relaxation tour”, “viewing nature” and “gathering information” were considered as the more agreed vacation behavior of tourists; (3) “destination tourism resources” was the best dimension of guest evaluation in different destination attributes satisfaction. It was also found that most tourists are willing to recommend Penghu to their relatives and friends and they are willing to revisit Penghu in the future. The research model investigates the relevant relationships among the constructs by using multiple regression analysis approach and obtains the following conclusions: (1) “destination tourism resources”, “shopping environment” and “leisure activities and events” dimensions of destination attributes satisfaction positively relate to overall satisfaction; (2) “relax & rejuvenation”, “discovery & knowledge” and “destination's tourist attractions & atmosphere” dimensions of travel motivation positively affect overall satisfaction as well as visitors' revisit intention; (3) “slow relaxation tour”, “viewing nature” and “gathering information” dimensions of vacation lifestyle have positively significant influences on overall satisfaction and visitors' revisit intention. The link between overall satisfaction and revisit intention was also confirmed. These results contribute to a valueable description of which behavioural mechanisms and factors represent a useful basis for increasing tourist retention at the level of individual providers as well as a destination as a whole. Destination marketers could use these information for positioning destinations relative to certain markets framing marketing communications and promotional campaigns, in order to improve and sustain destination competitiveness.
URI: http://hdl.handle.net/11455/23396
其他識別: U0005-2107201011100000
Appears in Collections:行銷學系所

文件中的檔案:

取得全文請前往華藝線上圖書館



Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.