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研究生：	紀嘯 Kishore, Kunal
論文名稱：	Measuring the Impact of Service Quality and Personality of Tour Leader on Tourist Satisfaction and Word of Mouth Measuring the Impact of Service Quality and Personality of Tour Leader on Tourist Satisfaction and Word of Mouth
指導教授：	吳萬益 Wu, Wann-Yih
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：	2008
畢業學年度：	96
語文別：	英文
論文頁數：	107
外文關鍵詞：	Word of mouth, Perceived service quality, Personality, Tourist, Tour leader, Expected service quality, Satisfaction
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This article proposes the investigation of the influence of various dimensions of personality of tourists and tour leader in addition with their gap on tourist satisfaction. It also widens the span by analyzing five dimensions of expected SERVQUAL, perceived SERVQUAL and the SERVQUAL gap and its impacts on tourist satisfaction. Finally it searches for effect of satisfaction on word of mouth and almost all the proposed hypotheses are proved Big Five personality traits. Moreover to this, we also found that tourists do not prefer to have dominating personality of a tour leader and their expectations generally remain high. Most of the satisfaction is from tour leader’s actual work and not from the relationship management. Finally, if they are satisfied then the word of mouth will be positive, negative otherwise.
Through the complied literature reviewed, previous findings and various methodologies development, this study proposed the importance of personality of both the tourist as well as the tour leader, in addition this study also proposed the importance of gap between the personality of tourist and the tour leader which show influences on tourist satisfaction. Finally the results show that the word of mouth is beneficial to know the satisfaction of the tourists and also for higher level of satisfaction.

LIST OF TABLES............................................................................................................. X
LIST OF FIGURES .........................................................................................................XII
CHAPTER ONE................................................................................................................. 1
1 Research Background and Motivation.................................................................1
2 Research Objectives and Contributions ...............................................................3
3 Research Project and Scope of the Study ............................................................4
4 Research Procedures ............................................................................................5
5 Research Flow......................................................................................................6
CHAPTER TWO................................................................................................................ 8
1 History of tourism.......................................................................................................8
2 Definition of Research Constructs ..............................................................................9
2.1 Tourist’s Personality......................................................................................... 10
2.2 Tour Leader Personality:.................................................................................. 14
2.3 GAP of Personalities between Tourists and the Tour Leader. ......................... 16
2.4 Tourists Expected SERVQUAL from Tour Leader. .......................................... 17
2.5 Perceived SERVQUAL from Tour Leader. ....................................................... 20
2.6 Gap between the Expected SERVQUAL and the Perceived SERVQUAL from Tour
Leader. ....................................................................................................................... 21
2.7 Tourist Satisfaction ........................................................................................... 22
2.8 Word of Mouth .................................................................................................. 24
2 Hypotheses Development .........................................................................................25
2.1 The Relationship between Tourist Personality and Tourist Satisfaction.......... 25
2.2 The Relationship between tour Leader’s Personality and Tourist Satisfaction.26
2.3 The Influence of the Gap between Tourist Personality and Tour Leader
Personality on Tourist Satisfaction............................................................................ 28
2.4 The Relationship between Tourists Expected SERVQUAL from Tour Leader and
Tourist Satisfaction. ................................................................................................... 28
2.5 The Relation between Actual Service Quality form Tour Leader and Tourist
Satisfaction................................................................................................................. 30
2.6 The Relation between the Gap of Tourist Expected Service Quality from Tour
Leader and Actual Service Quality form Tour Leader. ............................................. 30
2.7 The Relation between the Tourist Satisfaction and Word of Mouth. ................ 31
CHAPTER THREE .......................................................................................................... 34
1 The Conceptual Model..............................................................................................35
2.1 Tourist personality ............................................................................................ 36
2.2 Tour leader Personality .................................................................................... 37
2.3Tourist’s Expected SERVQUAL and Perceived SERVQUAL from the tour leader
................................................................................................................................... 39
2.4 Tourist Satisfaction ........................................................................................... 41
2.5 Word of Mouth .................................................................................................. 42
2.6 Basic Information of the Responses.................................................................. 42
3 Hypotheses should be tested ....................................................................................43
4 Selection of Product and Country .............................................................................43
5 Questionnaire Design................................................................................................44
6 Sampling Plan ....................................................................................................44
7 Data Analysis Procedures ..................................................................................45
7.1 Descriptive Statistics Analysis ...................................................................... 45
7.2 Purification and Reliability of the Measurement.............................................. 45
7.3 Multiple Regression Analysis........................................................................ 47
CHAPTER FOUR............................................................................................................. 49
1 Descriptive Analysis .................................................................................................49
1.1 Data Collection................................................................................................. 49
1.2 Respondent Characteristics .............................................................................. 50
1.3 Measurement Results for Relevant Research Variables ................................... 52
2 Result of Factor Analysis and Reliability Tests........................................................55
2.1 Tourist Personality and Tour Leader Personality ............................................ 56
2.2 Expected SERVQUAL and Perceived SERVQUAL from Tour Leader............. 58
2.3 Tourist Satisfaction ........................................................................................... 60
2.4 Word of Mouth .................................................................................................. 61
CHAPTER FIVE .............................................................................................................. 62
1 Relationship among the Constructs ..........................................................................62
1.1 The Influence of Tourist Personality on Tourist Satisfaction ........................... 62
1.2 The Influence of Tour Leader’s Personality on Tourist Satisfaction................ 64
1.3 The Influence of Personality GAP on Tourist Satisfaction............................... 66
1.4 Paired Sample t-Test between Tourist Personality and Tour Leader Personality
................................................................................................................................... 67
1.5 The Influence of Expected SERVQUAL from Tour Leader on Tourist Satisfaction
................................................................................................................................... 68
1.6 The Influence of Perceived SERVQUAL from Tour Leader on Tourist Satisfaction
................................................................................................................................... 69
1.7 The Influence of SERVQUAL GAP on Tourist Satisfaction.............................. 71
1.8 Paired Sample t-Test between Perceived SERQUAL and Expected SERVQUAL73
1.9 The Influence of Tourist Satisfaction on Word of Mouth.................................. 74
2 t- Statistics.................................................................................................................75
2.1 t-Statistics Based on Gender............................................................................. 75
2.2 t-Statistics Based on Marriage.......................................................................... 77
2.3 t-Statistics Based on Education ........................................................................ 79
2.4 t-Statistics based on Nationality ....................................................................... 81
3 ANOVA ....................................................................................................................83
3.1 ANOVA Results Based on Different Groups of Occupation ............................. 83
CHAPTER SIX................................................................................................................. 87
1 Discussion .................................................................................................................87
2 Research Conclusion.................................................................................................88
3 Managerial Implications from the study ...................................................................91
4 Research Limitations ................................................................................................93
4.1 Sampling Errors................................................................................................ 93
4.2 Questionnaire development .............................................................................. 94
5 Suggestions for further Research ..............................................................................95
REFRERENCES............................................................................................................... 96
APPENDIX..................................................................................................................... 100
                                    

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