The Relationship among Destination Image, Service Quality, Satisfaction and Behavior Intention－An Empirical Study for T
蕭儒謙、魏文欽
E-mail: [email protected]
ABSTRACT
In recent years, because of the flourishing development of the tourism industry. In the highly competitive environment, it is a very important subject how to attract visitors to go. The destination image will influence visitors' decision, satisfaction, revisit and recommend will, service quality can influence to visitor’ satisfaction, behavior intention. This study empirically examines the relationship between destination image, service quality, satisfaction, and behavior intention. The tourists who visit TianWei flowers highway garden are used as the survey target. The total number of valid samples obtained for assessment was 389. The tools used for data analysis are descriptive statistics analysis, factor analysis, reliability analysis, one-way ANOVA, and structural equation
modeling (SEM) to analyze the study results and examine the research hypotheses. The major findings are as follows: First, visitors left with impressive image for the convenience of purchase flowers and the variety of flowers offered by TianWei flowers highway garden, on the other hand, flowers basin planting type are numerous and full of characteristics, and it is appropriate for the resort of the family. Second, the destination image of TianWei flowers highway garden includes following three dimensions of factors: service facilities, attraction, and flower landscape. Third, visitors’ appraise priorities on service quality are as follows: the favor degree of the convenience of service is high, alternatively, tangible environmental facilities is low. Fourth, the destination image brings direct and indirect influences on behavior intention, respectively. Lastly, service quality has to transmit through satisfaction degree to create further impacts on behavior intention.
Keywords : destination image ; service quality ; satisfaction ; behavior intention Table of Contents
內 容 目 錄 中文摘要 ．．．．．．．．．．．．．．．．．．．．． iii 英文摘要 ．．．．．．．．．．．．．．．．
．．．．． iv 誌謝辭 ．．．．．．．．．．．．．．．．．．．． vi 內容目錄 ．．．．．．．．．．．．．．．．．
．．．． vii 表目錄 ．．．．．．．．．．．．．．．．．．．．． ix 圖目錄 ．．．．．．．．．．．．．．．
．．．．．． xi 第一章 緒論．．．．．．．．．．．．．．．．．． 1 第一節 研究背景與動機．．．．．．
．．．．．．． 1 第二節 研究目的．．．．．．．．．．．．．． 3 第三節 研究範圍與對象．．．．．
．．．．．．． 4 第四節 研究流程．．．．．．．．．．．．．． 5 第二章 文獻回顧．．．．．．．．．．
．．．．．．． 8 第一節 旅遊意象．．．．．．．．．．．．．． 8 第二節 服務品質．．．．．．．．
．．．．．． 17 第三節 滿意度．．．．．．．．．．．．．．． 25 第四節 行為意向．．．．．．．．
．．．．．．． 29 第五節 潛在變項間之關聯性．．．．．．．．． 33 第三章 研究方法．．．．．．．．．
．．．．．．． 42 第一節 研究架構與假設．．．．．．．．．．． 42 第二節 研究變項的操作性定義．
．．．．．．． 43 第三節 問卷設計與抽樣方法．．．．．．．．． 44 第四節 資料分析方法．．．．．
．．．．．． 48 第四章 實證分析．．．．．．．．．．．．．．．． 56 第一節 樣本基本資料分析．．．．
．．．．．．． 56 第二節 敘述性分析．．．．．．．．．．．．．． 60 第三節 因素分析．．．．．．
．．．．．．．．． 64 第四節 遊客背景特性與衡量構面差異性檢定．． 66 第五節 相關分析．．．．．
．．．．．．．．．． 72 第六節 信度與效度分析．．．．．．．．．．． 73 第七節 旅遊意象、服務品 質、滿意度與行為意向關係模式分 析．．，，，，．．．．．．．．．． 76 第五章 結論與建議．．．．．．．．．
．．．．．．． 85 第一節 研究結論．．．．．．．．．．．．．． 85 第二節 管理意涵．．．．．．．
．．．．．．． 88 第三節 研究貢獻．．．．．．．．．．．．．． 91 第四節 研究限制．．．．．．．
．．．．．．． 91 第五節 對後續研究建議．．．．．．．．．．． 92 參考文獻 ．．．．．．．．．．．．．
．．．．．．．． 94 附錄A 研究問卷．．．．．．．．．．．．．．．．． 104 附錄B 實地訪察服務人員記錄．
．．．．．．．．．．． 107 附錄C 實地訪察遊客記錄表．．．．．．．．．．．． 111 附錄D 實地訪察遊客記 錄次數統計．．．．．．．．． 113
REFERENCES
一、 中文部份 Blackwell, R. D., Miniard, P. W., & Engel, J. F. (2001). 消費者行為(謝文雀編譯)，台北:華泰文化(原文於1995出版) Gronroos, C. (1982)，服務業管理與行銷(潘成滿譯)，台北:普林斯頓，(原文於1988年出版)。 Kotler, P. (2003)，行銷管理學(方世榮譯)，台北:東華書 局，(原文於2000年出版)。 Zeithmal, V. A., & Bitner, M. J. (2005)，服務行銷(黃鵬飛譯)，台北:華泰文化，(原文於2002年出版)。 呂鴻德，
賴宏誌，謝憶文(2000)，顧客滿意構面、品牌忠誠度與顧客終身價值關係之研究-LISREL模式之實證，中原學報，28(4)，25-36。 李孟訓
，周建男，林俞君(2006)，休閒農場之服務品質、關係品質與顧客忠誠度之研究，農業經濟半年刊，80，125-168。 沈進成，王伯 文(2004)，民宿體驗對遊客意象及忠誠度影響關係研究－以奮起湖地區為例，旅遊管理研究，4(2)，195-213。 沈進成，廖若岑，周君 妍(2005)，遊客體驗、旅遊意象、滿意度與忠誠度影響關係之研究－以華山咖啡為例，戶外遊憩研究，18(3)，59-79。 林俊成，陳麗 琴(2006)，福山植物園生態旅遊服務品質研究，台灣林業科學，21(4)，473-489。 林若慧，陳澤義，劉瓊如(2003)，海岸型風景區之旅遊 意象對遊客行為意圖之影響－以遊客滿意度為仲介變數，戶外遊憩研究，16(2)，1-22。 林素吟(2005)，服務品質、滿意度與購買意圖關 係之研究:層級干擾?歸分析之應用，管理評論，24(2)，1-17。 侯錦雄，林宗賢(1996)，日月潭風景區目標市場定位策略中旅遊意象度量探 討，戶外遊憩研究，9(1)，57-77。 翁崇雄(2000)，服務品質評量模式之比較研究，中山管理評論，8(1)，105-122。 張淑青(2004)，澎湖套 裝旅遊服務品質之研究，觀光研究學報，10(2)，111-125。 張淑青(2006)，觀光旅遊品質知覺、價格知覺對行為意圖影響之研究－重遊意 圖與推薦意圖的探討，台灣管理學刊，6(2)，39-62。 郭英峰，陳邦誠(2005)，休閒遊憩商圈服務品質之研究－以高雄旗津為例，品質學 報，15(2)，53-62。 郭德賓，周泰華，黃俊英(2000)，服務業顧客滿意評量之重新檢測與驗證，中山管理評論，8(1)，153-200。 陳宗玄，
陳靜芳(2006)，清境地區民宿遊客滿意度與再宿意願之研究，旅遊管理研究，6(1)，21-44。 陳宗雄，沈進成(2004)，農業旅遊遊客之遊憩 動機、體驗、滿意度與重遊意願之關係研究－以台南走馬瀨農場為例，台灣鄉村研究，3，98-121。 陳勁甫，陳威亞(2005)，大學生遊學 產品意象、知覺價值、滿意度及購後行為意圖關係之研究，戶外遊憩研究，18(1)，23-46。 陳璋玲，伍亮帆(2006)，嘉義市國際管樂節活 動吸引力、滿意度與忠誠度關係及願付價格之研究，旅遊管理研究，6(1)，101-123。 黃芳銘(2005)，結構方程模式理論與應用，台北:五 南圖書。 歐聖榮，許君銘(1994)，以自然資源為導向之遊憩區服務品質之研究，戶外遊憩研究，7(1)，81-104。 歐聖榮(1995)，遊憩區服 務品質模式驗證之研究，觀光研究學報，1(3)，1-27。 蔡宏進，湯幸芬(2004)，對鄉村旅遊地意象文獻的探討，台灣鄉村研究，3
，122-143。 蕭文龍(2007)，多變量分析最佳入門實用書，台北:碁峰資訊。 賴其勛，邴傑民，李雅雯(2001)，服務品質與購後行為意圖關 係之研究－以台中百貨業為例，企業管理學報，49，135-158。 ?信超(2006)，服務品質、關係價值與關係品質對顧客忠誠度之研究，企 業管理學報，71，83-115。 二、英文部份 Alhemoud, A. M., & Armstrong, E. G. (1996). Image of tourism attractions in Kuwait. Journal of Travel Research, 34(4), 76-80. Anderson, E. W., & Sullivan, M. (1993). The antecedents and consequences of customer satisfaction for firms.
Marketing Science, 12(2), 125-143. Anderson, E. W., Fornell, C., & Lehmann, D. R. (1994). Customer satisfaction, market share, and profitability:
findings from Sweden. Journal of Marketing, 58(3), 53-66. Bagozzi, R. P., & Yi, 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., & McCleary, K. W. (1999). A model of destination image formation. Annals of Tourism Research, 26(4), 868-897. Bigne, J. E., Sanchez, M. I., & Sanchez, J. (2001). Tourism image, evaluation variables and after purchase behaviour:
inter-relationship. Tourism Management, 22(6), 607-616. Birgit, L. (2001). Image segmentation: the case of a tourism destination. Journal of Services Marketing, 15(1), 49-66. Boulding, W., Kalra, 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. Castro, C. B., Armarioa, E. M., & Ruiza, D. M. (2007).
The influence of market heterogeneity on the relationship between a destination's image and tourists' future behavior. Tourism Management, 28(1), 175-187. Chen, C. F., & Tsai, D. C. (2007). How destination image and evaluative factors affect behavioral intentions? Tourism
Management, 28, 1115-1122. 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. Churchill, G. A., & Surprenant, C. (1982). An Investigation into the determinants of customer satisfaction. Journal of Marketing Research, 19, 491-504. Cronin, J. J., & Taylor, S. A. (1992). Measuring service quality: an assessment of the service quality dimensions. Journal of Retailing, 56(3), 55-68. Cronin, J. J., & Taylor, S. A. (1994). SERVPERF versus SERVQUAL: reconciling performance based and perceptions- minus-expectations measurement of service quality. Journal of Marketing, 58(1), 125-131. Cronin, J. J., Brady, M. K., & Hult, G. T. (2000). Assessing the effects of quality, value and customer satisfaction on consumer behavioral intentions in service
environments. Journal of Retailing, 76(2), 193-218. Dichter, E. (1985). Commentary: what's in an image. The Journal of Consumer Marketing, 2(1), 75-81. Dorfman, P. W. (1979). Measurement and meaning of recreation satisfaction: a case study in camping. Environment and Behavior, 11(4), 483-510. Echtner, C. M., & Ritchie, B. (1991). The meaning and measurement of destination image. Journal of Travel Studies, 2(2), 2-12.
Echtner, C. M., & Ritchie, B. (1993). The measurement of destination image: an empirical assessment. Journal of Travel Research, 31(4), 3-13.
Fakeye, P. C., & Crompton, J. 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. Folkes, V. S. (1988). Recent attribution research in consumer behavior: a review and new directions.
Journal of Consumer Research, 14(4), 548-565. Font, X. (1997). Management the tourist destination's image. Journal of Vacation Marketing, 3(2), 123-131. Fornell, C. A. (1992). A national customer satisfaction barometer : the Swedish experience. Journal of Marketing, 56, 6-21. Gallarza, M.
G., Saura, I. G., & Garcia, H. C. (2002). Destination image towards a conceptual framework. Annals of Tourism Research, 29(1), 56-78. Kozak, M. (2001). Repeaters' behavior at two distinct destinations. Annals of Tourism Research, 28(3), 784-807. Milman, A., & Pizam, A. (1995). The role of awareness and familiarity with a destination: the central Florida case. Journal of Travel Research, 33(3), 21-27. Murphy, P., Pritchard, M. P., &
Smith, B. (2000). The destination product and its impact on traveler perceptions. Tourism Management, 21(1), 43-52. Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460-470. Oliver, R. L. (1981).
Measurement and evaluation of satisfaction processes in retail settings. Journal of Retailing, 57, 25-48. Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63(SI), 33-44. Parasurman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49, 41-50. Parasurman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: a multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12-40. Parasurman, A., Zeithaml, V. A., &
Berry, L. L. (1991). Refinement and reassessment of the SERVQUAL scale. Journal of Retailing, 67(4), 420-450. Phelps, A. (1986). Holiday destination image - the problem of assessment:an example develop in Menorca. Tourism Management, 7(3), 168-180. Pike, S. (2002). Destination image analysis - a review of 142 papers from 1973 to 2000. Tourism Management, 23, 541-549. Rittichainuwat, B. N., Qu, H., & Brown, T. J.
(2001).Thailand’s international travel image: mostly favorable. Cornell Hotel and Restaurant Administration Quarterly, 42(2), 82-95 Schneider, I., & Sonmez, S. (1999). Exploring the touristic image of Jordan. Tourism Management, 20, 539-542. Sirakaya, E., Petrick, J., & Choi, H. S. (2004), The role of mood on tourism product evaluations. Annals of Tourism Research, 31, 517-539. Shu, T. C., Crompton, J. L., & Willson, V. L. (2002).
An empirical investigation of the relationships between service quality, satisfaction and behavioral intentions among visitors to a wildlife refuge.
Journal of Leisure Research, 34(1), 1-24. Woodruff, R. B., Cadotte, E. R., & Jenkins, R. L. (1983). Modeling consumer satisfaction processes using experience-based norms. Journal of Marketing Research, 20(3), 296-304. Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences service quality. Journal of Marketing, 60(April), 31-46. 三、網站部份 交通部觀光局(2008)，2007年台閩地區主要觀光遊憩區遊 客人數月別統計[線上資料]，來源: http://admin.taiwan.net.tw/indexc.asp [2008, March 25]。 彰化縣田尾鄉公所(2007)，田尾公路花園特 色[線上資料]，來源: http://www.tienwei.gov.tw [2007, December 15]。
