文化古蹟解說服務品質對遊客忠誠度的影響：以台南府城文化古蹟為例

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題名:
文化古蹟解說服務品質對遊客忠誠度的影響：以台南府城文化古蹟為例
著者: 邱怡欣; Chiu, Yi-Hsin
丁學勤; Ting, Shueh-Chin; 教育學系教育經營與管理碩博士班
主題: 解說服務品質; 地方依附; 景點滿意度; 忠誠度; 重遊意願; 推薦他人; interpretation service quality; place attachment; destination satisfaction; loyalty; revisit intention; willingness to recommend
描述: 由觀光遊憩與文化古蹟等方面之文獻得知，解說服務品質與地方依附係兩個相當重要的觀念，然而針對兩者關係深入探究的文獻卻付之闕如，因此本研究目的旨在深入瞭解解說服務品質（解說牌）和解說服務品質（解說人員）對遊客地方依附、景點滿意度及忠誠度（重遊意願）與忠誠度（推薦他人）等變數之影響。本研究以至台南文化古蹟景點（赤崁樓、延平郡王祠、孔廟與安平古堡）旅遊的遊客為研究對象，並以便利取樣的方式取得研究樣本，共計發出650份問卷，獲得有效問卷621份。回收資料係利用驗證性因素分析（Confirmation Factor Analysis, CFA）以確定衡量的信度與效度，接著再以結構方程模式分析解說服務品質對遊客地方依附、景點滿意度、忠誠度之影響，並驗證本研究所提出模式的適配度與變數間的關係。本研究發現解說服務品質（解說牌）顯著影響遊客對地方依附、忠誠度（重遊意願）與忠誠度（推薦他人）的行為；但對遊客景點滿意度則無正向影響。解說服務品質（解說人員）則對遊客的忠誠度（推薦他人）有正向影響；但對遊客地方依附、景點滿意度和忠誠度（重遊意願）卻無影響。地方依附對遊客的景點滿意度和忠誠度（重遊意願）有正向影響；但地方依附對遊客的忠誠度（推薦他人）沒有正向影響。景點滿意度對遊客的忠誠度（重遊意願）與忠誠度（推薦他人）有正向影響；而忠誠度（重遊意願）對忠誠度（推薦他人）亦有正向影響關係。最後依據研究結果，提出實務建議與後續研究建議。
Despite that previous studies regarding tourism and recreation and culture heritage have found that “interpretion service quality” and “place attachment” are two key concepts, the intensive studies of relationship between the two concepts were deficient. Therefore, the purpose of this study was to deeply examine the impact of “interpretion service quality (including interpretative signs and narrator)”on “place attachment”, “destination satisfaction”, and “loyalty (including revisit intention and willingness to recommend)” of tourists.In this study, convenience sampling was adopted which 650 questionnaires were issued and 621valid questionnaires were collected from visitors in cultural historical sites of Chihkan Tower, Koxinga Temple, Confucius Temple and Anping Fort in Tainan. The collected data were analyzed by Confirmation Factor Analysis to ensure the reliability and validity, and then the impact of interpretation service quality on place attachment, destination satisfaction, and loyalty of tourists were analyzed by conducting a Structure Equation Modeling and goodness-of-fit of the proposed model and the relationships among variables were tested. The results of the empirical study show that visitors having higher interpretation service quality (interpretive signs) leads to greater place attachment, loyalty (revisit intention), and loyalty (willingness to recommend); however the impact on destination satisfaction cannot be corroborated. Interpretation service quality (narrator) is positively related to loyalty (willingness to recommend) while the impact on place attachment, destination satisfaction, and loyalty (revisit intention) cannot be corroborated. Place attachment of tourists significantly and positively influences destination satisfaction and loyalty (revisit intention), but place attachment cannot be corroborated with loyalty (willingness to recommend). Further, destination satisfaction of visitors significantly and positively associated with loyalty (revisit intention) and loyalty (willingness to recommend). Also, loyalty (revisit intention) is positively related to loyalty (willingness to recommend). Finally, based on the results, researcher proposed implications of management and suggestions for further study.
博士
建立日期: 2014
格式: 121 bytes
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語言: 中文
識別號: http://nutnr.lib.nutn.edu.tw/handle/987654321/5684
資源來源: NUTN IR

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文化古蹟解說服務品質對遊客忠誠度的影響：以台南府城文化古蹟為例

邱怡欣; Chiu, Yi-Hsin 丁學勤; Ting, Shueh-Chin; 教育學系教育經營與管理碩博士班 2014

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