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研究生： 尹希翔
Erraji, Hicham
論文名稱： The Effect of Motivation and Expectation on Tourist’s Satisfaction
The Effect of Motivation and Expectation on Tourist’s Satisfaction
指導教授： 黃國平
Huang, Kevin
學位類別： 碩士
Master
系所名稱： 管理學院 - 國際經營管理研究所碩士班
Institute of International Management (IIMBA--Master)
論文出版年： 2009
畢業學年度： 97
語文別： 英文
論文頁數： 87
中文關鍵詞： Destination Knowledge 、Pull Motivation 、Tourists’ Intentional Behavior 、Tourists’ Perceived Service Quality 、Tourists’ Satisfaction 、Tourists’ Expectations 、Push Motivation
外文關鍵詞： Tourists’ Perceived Service Quality, Tourists’ Satisfaction, Tourists’ Intentional Behavior, Tourists’ Expectations, Destination Knowledge, Push Motivation, Pull Motivation
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    • Tourism is one of the major industries for many Asian countries. Tourism also generated countries’ main revenues. It is important for the destination marketers and tourism authority to promote and create strategy in order to get tourist’s intention to travel to the destination. It has been widely accepted that the more favorable the image of destinations, the greater the potential tourists will visit them. However, it is interesting that destinations with positive images have not always been selected as the final vacation choice. It is also interesting why some tourists do not want to return to the same destinations although they were satisfied with the first visit.
    This study examined the effect of tourist motivation on their expectation and satisfaction and of course their intentional behavior. A questionnaire survey was given to more than 250 randomly selected international tourists at Kaohsiung International Airport hotels, tourists’ sites in Tainan, Taiwan. The structural equation model and ANOVA were used to identify the impact of each factor on tourist’s intention to revisit and recommend. In addition, this study provides useful information to the Taiwan Bureau of Tourism and the travel and tourism research.

    Tourism is one of the major industries for many Asian countries. Tourism also generated countries’ main revenues. It is important for the destination marketers and tourism authority to promote and create strategy in order to get tourist’s intention to travel to the destination. It has been widely accepted that the more favorable the image of destinations, the greater the potential tourists will visit them. However, it is interesting that destinations with positive images have not always been selected as the final vacation choice. It is also interesting why some tourists do not want to return to the same destinations although they were satisfied with the first visit.
    This study examined the effect of tourist motivation on their expectation and satisfaction and of course their intentional behavior. A questionnaire survey was given to more than 250 randomly selected international tourists at Kaohsiung International Airport hotels, tourists’ sites in Tainan, Taiwan. The structural equation model and ANOVA were used to identify the impact of each factor on tourist’s intention to revisit and recommend. In addition, this study provides useful information to the Taiwan Bureau of Tourism and the travel and tourism research.

    ACKNOWLEDGEMENTS I ABSTRACT II TABLE OF CONTENTS III LIST OF TABLES VII LIST OF FIGURES IX CHAPTER ONE INTRODUCTION 1 1.1 Research Background and Motivation. 1 1.2 Research Objectives. 4 1.3 Research Procedure. 5 1.4 The Structure of the Study. 7 CHAPTER TWO LITERATURE REVIEW 8 2.1 Taiwan Background. 8 2.1.1 Taiwan Tourism. 9 2.2.2 Tourists’ Motivation. 11 2.2.3 Destination Knowledge. 13 2.2.4 Service Expectation. 15 2.2.5 Perceived Service Quality. 16 2.2.6 Overall Satisfaction. 18 2.2.7 Intentional Behavior. 20 2.3 Hypotheses Development. 22 2.3.1 Relationship between Push Motivation and Service Expectation. 22 2.3.2 Relationship between Pull Motivation and Service Expectation. 23 2.3.3 Relationship between Service Expectation and Overall Satisfaction. 23 2.3.4 Relationship between Perceived Service Quality and Tourist’s Satisfaction. 24 2.3.5 Relationship between Satisfaction and Tourist’s Behavioral Intentions. 25 CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 26 3.1 The Conceptual Model. 26 3.2 Construct Measurement. 27 3.2.1 Push Motivation. 27 3.2.2 Pull Motivation. 28 3.2.3 Destination Knowledge. 29 3.2.4 Service Expectation. 29 3.2.5 Perceived Service Quality. 30 3.2.6 Tourist’s Satisfaction. 32 3.2.7 Behavioral Intentions. 32 3.2.8 Tourist’s Characteristic. 33 3.3 Hypotheses to be Tested. 34 3.4 Questionnaire Development and Sampling Plan. 34 3.5 Data Analysis Procedure. 35 3.5.1 Descriptive Statistic Analysis. 35 3.5.2 Purification and Reliability of the Measurement Variables. 35 3.5.3 Hypotheses Testing. 37 CHAPTER FOUR DESCRIPTIVE ANALYSIS AND RELIABILITY TEST 38 4.1 Descriptive Analysis. 38 4.1.1 Data Collection. 38 4.1.2 Characteristics of Respondents. 38 4.2 Measurement Results for Relevant Research Variables. 40 4.3 Factor Analysis and Reliability Test. 44 4.3.1 Tourist’s Push Motivation to Taiwan as a Tourist Destination. 45 4.3.2 Tourist’s Pull Motivation to Taiwan as a Tourism Destination. 46 4.3.3 Knowledge about Taiwan as a Tourist Destination before the Trip. 47 4.3.4 Tourists’ Expectation from Service Quality in Taiwan. 48 4.3.5 Tourist’s Perceived Service Quality of Taiwan as a Tourism Destination. 49 4.3.6 Tourist’s Overall Satisfaction from Taiwan as a Tourism Destination. 51 4.3.7 Tourists’ Intentional Behavior to Visit Taiwan as a Tourism Destination. 52 4.4 Interrelationships between Research Variables. 53 4.4.1 Regression Model for Push, Pull Motivation and Knowledge Influencing Service Expectation. 53 4.4.2 Regression Model for Service Expectation and Perceived Service Quality Influencing Overall Satisfaction. 54 4.4.3 Regression Model for Overall Satisfaction Influencing Intentional Behavior. 56 4.4.4 Regression Model Expectation Influencing Overall Satisfaction 57 4.5 Structural Equation Model (SEM). 58 4.6 Analysis of Variance (ANOVA). 60 CHAPTER FIVE CONCLUSION AND SUGGESTIONS 69 5.1 Research Conclusions. 69 5.2 Recommendations. 71 5.3 Research Limitations. 73 5.3.1 Sampling Errors. 73 5.3.2 Questionnaire Development. 73 5.4 Suggestions for Further Research. 74 REFERENCES 75 APPENDIX 81 Questionnaire 81

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