澎湖海洋運動吸引力、服務品質與購後行為之研究 The study of the ocean sport’s attraction, service quality and behavioral consequences in Peng-hu

Abstract
本研究旨在探討澎湖之海洋運動吸引力、服務品質與購後行為之情形,以2005年8月至9月前往澎湖參與海洋運動之500名民眾為研究對象,透過「澎湖海洋運動吸引力、服務品質與購後行為調查問卷」進行調查。所得資料以描述性統計、皮爾遜積差相關、多元逐步迴歸、典型相關等進行分析,研究結論如下: 一、澎湖海洋運動對民眾具有相當程度的吸引力;整體服務品質亦使其感到妥適。 二、澎湖海洋運動吸引力與服務品質間具有一定程度之相關性,且服務品質越妥適對於海洋運動吸引力有正面提升之效果。 三、澎湖海洋運動吸引力與服務品質的各構面對於購後行為之預測情形,以『活動規劃之專業程度』與『自然環境因素』對於忠誠度最具預測力;而『主題宣傳及推廣』與『個人需求因素』對投訴傾向最具解釋力。 四、澎湖『海洋運動吸引力』、『服務品質』與『忠誠度』呈現高度正相關;而『海洋運動吸引力』與『投訴傾向』呈現中度正相關。 基於以上發現,建議相關單位應強化活動之多樣性,發展合作組合行程;並加強資訊流通,提升互補性服務之品質;朝資源整合進行規劃,設立保護區,建立永續經營帶狀之海洋運動觀光模式。未來研究則可對海洋運動觀光議題進行後續研究,併以深度訪談,以質、量並重的方式,對相關行政組織人員、經營業者、當地民眾、外籍遊客等,進行更廣泛的探討。
The main purpose of this study were to explore the relations between the ocean sport’s attraction, service quality and behavioral consequences in Peng-hu. The researcher applied the questionnaire of “the ocean sport’s attraction, service quality and behavioral consequences in Peng-hu “ and I drew 500 visitors as the research samples who participated inocean sports in Peng-hu during August and September in 2005. The data collected from valid questionnaires were analyzed by descriptive statistics, Pearson’s product moment correlation, stepwise multiple regression analysis and canonical correlation analysis. The results are as followed: 1. The ocean sports in Peng-hu attracted visitors to a certain degree and the whole service quality is comfortable to them. 2. The relationship between the ocean sport’s attraction and service quality in Peng-hu was positive to a certain degree, and the higher service quality is, the greater ocean sport’s attraction in Peng-hu is. 3. Within each factors of the ocean sport’s attraction and the service quality, “the specialty of designing activity “and “the comfort of the environment “ had the best prediction to the loyalty of behavioral consequences; “advertisement and spread of the main activity” and “personal requirement” explain “better than any other factors. 4. The canonical correlation analysis of the study was the ocean sport’s attraction and service quality in Peng-hu have a high and positive correlation with the loyalty of behavioral consequences; the ocean sport’s attraction in Peng-hu has a moderate and positive correlation with the tendency of complaint of behavioral consequences. Based on the results, we suggest the related organizations should:(1)strengthen the diversity of activity and develop package route of travel;(2)enforce the communication of information and promote the quality of complementary service;(3)integrate the resources and set up conservation area to build the continuous managing mold of ocean sport’s tourism. For further research in the future: incorporate the follow-up issue of ocean sport’s tourism with profound interview and pay equal attention to qualitative research and quantitative research. Extending the subjects to related organization administrators、managers and dealers、local people and foreign tourist etc. and proceeding a comprehensive research.
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Keywords
海洋運動, 海洋運動吸引力, 服務品質, 購後行為, ocean sports, ocean sport’s attraction, service quality, behavioral consequences
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