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研究生：	古亦夫 Groot, Ivo
論文名稱：	The Influence of Destination Quality and Service Aspects on Travel Satisfaction and Intentions: An Analysis of Taiwanese and Dutch Tourists The Influence of Destination Quality and Service Aspects on Travel Satisfaction and Intentions: An Analysis of Taiwanese and Dutch Tourists
指導教授：	黃國平 Hwang, Kevin P.
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在職專班 Institute of International Management (IIMBA--Master)(on the job class)
論文出版年：	2007
畢業學年度：	95
語文別：	英文
論文頁數：	101
外文關鍵詞：	Service aspects, Destination quality, Intention to revisit the destination, Intention to recommend
相關次數：	點閱：55 下載：1
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This article proposes the investigation of the influence of destination quality and service aspects on travel satisfaction and tourist intentions to recommend the destination or to revisit the destination. This article looks at tourism satisfaction in two main cities in China: Beijing and Shanghai. For our sample we compare the satisfaction level of the East and West travellers. We selected 172 Taiwanese tourists and 144 Dutch tourists who visited Beijing and Shanghai as our respondents.
Moreover, this study is built upon a model to explain the role of travel satisfaction with leisure travel and tourism service quality plus destination quality and how tourist’s post-visit evaluations affect their holiday experience, their future intentions regarding to revisit or recommend the place to others. Besides, this paper examines the importance and the power of different factors on revised travel intentions such as shopping, dining, lodging, and local attractions. Statistical tests were employed to analyze the data collected including descriptive data analysis, reliability test, factor analysis, t-test, and lisrel. Results should suggest that the proposed conceptual framework is applicable for tourism managers to apply in their research or for their marketing purpose.

ACKNOWLEDGEMENTS................................................................................................. I
ABSTRACT.......................................................................................................................II
TABLE OF CONTENTS.................................................................................................. III
LIST OF TABLES......................................................................................................... VIII
LIST OF FIGURES ........................................................................................................... X
CHAPTER ONE INTRODUCTION.................................................................................. 1
1 Research Background and Motivation...................................................................... 1
2 Research Objectives and Contributions.................................................................... 8
3 Scope of the Research............................................................................................. 11
4 Research Procedure................................................................................................. 11
5 Structure of the Study ............................................................................................. 13
CHAPTER TWO LITERATURE REVIEW.................................................................... 14
1 Theory Reasoned Action Model ............................................................................. 14
2 Travel Destination................................................................................................... 15
2.1 Beijing, China .................................................................................................... 15
2.2 Shanghai, China................................................................................................. 17
3 Definition of Research Constructs .......................................................................... 19
3.1 Satisfaction with Destination Quality ................................................................ 19
3.2 Satisfaction with Service Aspects....................................................................... 20
3.3 Overall Satisfaction ........................................................................................... 21
3.4 Intention to Revisit ............................................................................................. 22
3.5 Intention to Recommend .................................................................................... 23
4 Relationship among Constructs .............................................................................. 24
4.1 Satisfaction with Destination Quality and Overall Satisfaction ........................ 24
4.2 Satisfaction with Service Aspects and Overall Satisfaction............................... 26
4.3 Overall Satisfaction and Intention to Recommend ............................................ 27
4.4 Overall Satisfaction and Intention to Revisit..................................................... 28
4.5 Intention to Revisit and Intention to Recommend.............................................. 30
4.6 Dutch and Taiwanese Tourists Perceptions ...................................................... 31
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY........................... 32
1 Operating Model of the Study................................................................................. 34
2 Research Questions and Hypotheses ...................................................................... 34
3 Sample Population and Data Collection ................................................................. 36
4 Survey Instruments ................................................................................................. 36
4.1 Satisfaction with lodging, dining, shopping and attraction............................... 36
4.2. Satisfaction with Pre trip services, Enroute services, Return services............. 37
4.3 Satisfaction with the overall trip experience ..................................................... 39
4.4 Intention to Recommend .................................................................................... 39
4.5 Intention to Revisit ............................................................................................. 40
4.6 Personal Information......................................................................................... 40
5 Research Methods................................................................................................... 41
5.1 Descriptive Data Analysis.................................................................................. 41
5.2 Reliability Test ................................................................................................... 41
5.3 Multiple Regression Analysis............................................................................. 41
5.4 LISREL............................................................................................................... 41
CHAPTER FOUR RESEARCH RESULTS AND ANALYSIS...................................... 42
1 Descriptive Analysis ............................................................................................... 42
1.1 Data Collection.................................................................................................. 42
1.2 Characteristics of Respondents.......................................................................... 43
2 Measurement Results for Research Variables ........................................................ 46
3 Factor Analysis and Reliability Test....................................................................... 51
3.1 Lodging Satisfaction .......................................................................................... 52
3.2 Dining Satisfaction............................................................................................. 53
3.3 Shopping Satisfaction......................................................................................... 54
3.4 Satisfaction with Attractions.............................................................................. 55
3.5 Pre Trip Service ................................................................................................. 57
3.6 Enroute Service.................................................................................................. 59
3.7 Return Trip Service ............................................................................................ 60
3.8 Satisfaction with the Overall trip Experience.................................................... 62
3.9 Intention to Recommend .................................................................................... 64
3.10 Intention to Revisit ........................................................................................... 65
4 Multiple and Simple Regression Analysis.............................................................. 67
4.1 Relationship between Lodging Satisfaction, Dining Satisfaction, Shopping
Satisfaction, Satisfaction with Attractions,, the overall trip experience and the level of
satisfaction upon each factor ...................................................................................... 67
4.2 Regression Analysis for the relationship between Dining Satisfaction with the
Overall Trip Experience and the level of satisfaction ................................................ 70
4.3 Regression Analysis for the relationship between Pre Trip Services, Enroute
Service, Return Trip Service attitude towards satisfaction with the Overall Trip
Experience and the level of satisfaction upon each factor. ........................................ 71
4.4. Relationship between satisfactions with the overall trip experience towards the
intention to revisit ....................................................................................................... 73
4.5 Measure the relationship between satisfactions with the overall trip experience
towards the intention to recommend........................................................................... 74
4.6 Measure the relationship between intention to revisit towards the intention to
recommend.................................................................................................................. 76
4.7 Comparison using t-test of lodging satisfaction, dining satisfaction, shopping
satisfaction, satisfaction with attraction pre trip service, enroute service, return trip
service an investigation of Taiwan and Dutch............................................................ 77
4.8 Comparisons using T-test on satisfaction of overall trip experience, intention to
recommend, intention to revisit an investigation of Taiwanese and Dutch tourists... 79
4.9 Comparison using t-test to check lodging satisfaction, dining satisfaction,
shopping satisfaction, intention recommend, intention to revisit, comparing Beijing
and Shanghai .............................................................................................................. 80
4.10 Comparison using t-test to check lodging satisfaction, dining satisfaction,
shopping satisfaction, intention recommend, intention to revisit, compare by Beijing
and Shanghai by Dutch tourists.................................................................................. 82
5 Testing the Fitness of the model using LISREL..................................................... 84
6 Discussions Summary of Findings ......................................................................... 87
CHAPTER FIVE CONCLUSIONS ................................................................................. 89
1 Research Conclusions ............................................................................................. 90
2 Suggestions for further research ............................................................................. 92
3 Research Limitations .............................................................................................. 93
4 Managerial Implications ......................................................................................... 94
REFERENCES ................................................................................................................. 96
APPENDIX..................................................................................................................... 102
                                    

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校內：2008-07-27公開
校外：2008-07-27公開

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