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博碩士論文 etd-1117115-100742 詳細資訊
Title page for etd-1117115-100742
論文名稱
Title
遊客對公辦文化活動之服務品質、認知價值、滿意度與行為意圖之相關研究
The Relationships among Perceived Service Quality, Perceived Service Value, Satisfaction and Behavioral Intention In the case of Local Authority Cultural Events
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
101
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2015-12-02
繳交日期
Date of Submission
2015-12-17
關鍵字
Keywords
滿意度、行為意圖、認知價值、公辦文化活動、服務品質
perceived service quality, perceived service value, satisfaction, behavioral intention, local authority cultural events
統計
Statistics
本論文已被瀏覽 5692 次,被下載 122
The thesis/dissertation has been browsed 5692 times, has been downloaded 122 times.
中文摘要
近年來臺灣各地節慶活動遍地開花,各地方政府無不致力於舉辦節慶活動以促進地方觀光發展,但過多的活動造成許多問題,活動品質的良莠不齊,有的活動缺乏當地文化,忽略節慶活動的本質,使得許多活動舉辦過一次之後,就不再舉辦。考量公辦活動舉辦上的永續發展,本研究將透過重要表現分析法,研究遊客對於節慶活動服務品質的重視程度與實際體驗之間的差異,並探討遊客對於公辦活動的服務品質、認知價值、滿意度與行為意圖之間的關聯。

本研究的取樣以屏東縣政府主辦的Matazuwa生活節與恆春民謠音樂節為研究對象,針對參與活動的遊客進行實地問卷抽樣調查。根據重要表現程度分析法(IPA),落在集中關注象限包含「要有很多管道可以接觸或得知本活動的訊息」、「要設有提供殘障人士使用設施」、「餐飲服務衛生條件必須條件佳」、「周邊要有便利的大眾交通工具」、「停車必須方便」,這五項為未來主辦單位應改善之項目。

研究結果顯示,服務品質對認知價值與行為意圖有正向顯著影響,認知價值對滿意度有顯著正向影響,滿意度對行為意圖有顯著正向影響,服務品質透過認知價值能提升滿意度,認知價值透過滿意度能提升行為意圖,因此,主辦單位應著重遊客對節慶活動的認知價值,透過服務品質的管理,進而提升滿意度與後續的行為意圖。
Abstract
In recent years, there are more and more events being held in Taiwan. Local authorities are all holding events to promote local tourism development. But excessive events caused many problems. Including the uneven quality of the events, some of them lack local culture and ignoring the main purpose of an event. Due to those problems, some of them just held once. The study will examine the relationships among perceived service quality, perceived service value, satisfaction and behavioral intention in the case of local authority cultural events. The purpose of this research intends to find out the sustainable development of local authority cultural events.

The study took the Matazuwa life festival and the Heng-Chun folk song and music festival as the research objects, and collect the questionnaires from the tourists who have joined the festivals by using sampling method. IPA shows that there are 5 items which satisfaction is lower than average, so the local authority should improve those items in the future.

The results are as follows: 1. Perceived service quality affect perceived service value. 2. Perceived service quality affect behavioral intention. 3. Perceived service value affect safisfaction. 4. Satisfaction affect behavioral intention. The local authority should focus on perceived service value in the future.
目次 Table of Contents
論文審定書 i
謝誌 ii
摘要 iii
Abstract iv
目錄 v
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究對象 2
第四節 研究流程與架構 4
第二章 文獻探討 6
第一節 公辦節慶活動 6
第二節 認知服務品質PERCEIVED SERVICE QUALITY 15
第三節 認知服務價值PERCEIVED SERVICE VALUE 19
第四節 滿意度SATISFACTION 23
第五節 行為意圖BEHAVIORAL INTENTION 26
第六節 服務品質、認知價值、滿意度與行為意圖之相關研究 28
第三章 研究方法 30
第一節 研究設計 30
第二節 研究假設 30
第三節 抽樣方法 34
第四節 問卷設計 34
第五節 資料分析與方法 41
第四章 實證結果與分析 43
第一節 信度分析 43
第二節 人口統計分析 45
第三節 重要表現分析法 50
第四節 結構方程模式分析 57
第五章 結論與建議 75
第一節 研究結論 75
第二節 未來研究發展方向 77
參考文獻 79
附錄 87
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