观光意象与服务品质关系之研究-以澎湖国家风景区为例.PDF

休 閒 事 業 研 究 Leisure Industry Research 第 七 卷 第 三 期 VOL. 7 NO.3 民 國 九 十 八 年 九 月 SEPTEMBER 2009 頁 1 ~ 1 6 頁 PP.1 ~ 16 觀光意象與服務品質關係之研究 - 以澎湖國家風景區為例 Tourist Image and Service quality of Penghu National Scenic Area 梁家祜 Joy ChiaHuh Liang * 王翰元 Han-Yuan Wang ** 郭沅志 Yuan-Chih Kuo *** 摘要 本研究主要目的是探討到訪澎湖國家風景區遊客的觀光意象與服務品質之間的關係。樣本的 選取以至澎湖國家風景區旅遊之遊客為研究對象，採隨機取樣的方式進行問卷調查及蒐集相關資 訊，共獲得有效問卷 439份，依研究目的及驗證假設，以結構方程模式進行分析。本研究結果顯 示澎湖國家風景區遊客觀光意象與服務品質關係之整體模式適配良好。由該模式得知，遊客本身 所認知的觀光意象對遊客感受到的服務品質有直接且正向的影響，亦即，遊客的觀光意象越佳， 則遊客對所感受的服務品質評估越優良。本研究根據研究結果對澎湖國家風景區管理單位與業者 提出建議，期望提升服務品質與遊客的觀光意象，以作為建構澎湖觀光行銷策略之參考。 【關鍵詞】：澎湖國家風景區、觀光意象、服務品質 ABSTRACT The objective of this study was to investigate the relationship between tourist image and service quality of Penghu National Scenic Area. First, a conceptual model was established. The survey was conducted at Penghu National Scenic Area by random sampling method, a total of 439 valid questionnaires were received. Based on research purposes and hypotheses, data was analyzed using Structural Equation Modeling (SEM). The outcome supported the proposed model of Penghu National Scenic Area Tourist Image and Service Quality. The result showed that tourism image had significant direct and positive impact on tourists’ perceived service quality. In other words, the stronger the tourist image, the higher the tourist evaluation of the service quality. The managerial implications were drawn to Penghu National Scenic Area management and tourism business. It is important for the management to bui