國際觀光業是最具潛力的產業，根據世界觀光組織（WTO）統計，2005年（去年）全球觀光客人次首度突破八億人次，達8億800萬人次，較2004年成長5.5%。然而在逐漸競爭的市場環境之下，保有競爭力的最佳方式便是提升旅客的滿意度及忠誠度，使得觀光地區能夠永續發展。
本研究立基於將抽象層面的自我形象一致性以及功能層面的功能屬性一致性做為影響滿意度的前因，探討其對滿意度及忠誠度的影響。有別於以往研究僅針對旅遊後的滿意度探討，本研究納入「旅遊前」、「旅遊後」的概念，同時考慮旅遊前旅遊消費者對地點的自我形象一致性和實際旅遊後的自我形象一致性，討論兩者之間的落差對滿意度造成的影響。
資料收集方式採取兩階段式的收集方法：在旅遊消費者出國前，做一次自我形象一致性調查，並在旅遊回國後，再進行第二次的問卷，詢問旅遊後的自我形象一致性、功能一致性及滿意度和忠誠度。研究資料顯示，旅遊後所知覺的自我形象一致性和功能一致性的確會造成對滿意度的影響，並且功能一致性會在自我形象一致性與滿意度間形成中介效果。研究同時證實，旅遊前後的自我形象一致性會具有顯著差異。此外，消費者旅遊前的自我形象一致性具有多重的角色。一方面事前形象一致性會作為一種「預期」的標準，因而對於滿意度有負面影響；另一方面，事前形象一致性會透過動機的變化，扮演調節效果的角色。最後，功能一致性知覺對於忠誠度有直接影響，但會被滿意度所部分中介。針對研究結果，本研究提供理論上的探討與管理和政策意涵。

Recently, tourism has become one of the most potential industries in the world. According to preliminary results presented by the United Nations specialized agency, the World Tourism Organization (UNWTO) the number of international tourist arrivals recorded worldwide grew by 5.5% and exceeded 800 million for the first time ever. However, under the competitive environment, the best way to keep competitiveness is to make customer satisfaction and loyalty.
This study focuses on the relationships among self-congruity, functional congruity, customer satisfaction and loyalty. However, different from past researches which collect data only after actual travel without considering other possible factors, present study incorporated the concept of “ex-ante” and “ex-post” self-image congruity and probed their effects on tourism satisfaction. Ex-ante self-image congruity are formed before actual travel; and after travel, tourist’s perception will become ex-post self-image congruity.
The author applied a two-stage research design collecting relevant data before and after travel. The empirical results showed that both ex-post self-image congruity and functional congruity have direct positive effect on satisfaction, and functional congruity also partially mediated self-image congruity’s effect. The author also found multiple roles of ex-ante self-image congruity on satisfaction. As a kind of expectation, ex-ante self-image congruity has negative relationship with satisfaction; and possesses moderating effect as a possible motivation driver. Theoretical discussion and managerial implications are supplied.

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究流程 5
第二章 文獻探討 6
第一節 自我形象一致性 6
第二節 功能屬性一致性 15
第三節 自我形象一致、功能屬性一致性與旅遊行為 19
第四節 顧客滿意度 27
第五節 顧客忠誠度 33
第三章 研究方法 36
第一節 研究架構 36
第二節 假設推論 38
第三節 問卷設計及內容 42
第四節 變數的操作型定義及測量 43
第五節 前測 46
第六節 研究對象與抽樣 47
第七節 分析方法 49
第四章 實證結果分析 51
第一節 資料收集及無偏誤反應分析 51
第二節 有效樣本資料分析 52
第三節 分析結果 58
第五章 結論與建議 68
第一節 研究發現與討論 68
第二節 管理與政策意涵 75
第六章 研究限制與未來研究方向 77
第一節 研究限制 77
第二節 後續研究建議 79
參考文獻 81
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英文文獻 82
附錄一 旅遊前問卷(以受訪者旅遊地點為韓國為例) 88
附錄二 旅遊後問卷(以受訪者旅遊地點為韓國為例) 90

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