Effects of Travel Motivation, Attraction Quality, and Satisfaction on Revisit Intention: A Case Study of Sun Moon Lake Visitors
| Autor: | Hui-Mei Shen, 沈慧美 |
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| Rok vydání: | 2013 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 101 Sun Moon Lake scenic area is a major visitor attraction in Taiwan. Thousands of visitors were attracted to visit this area every year. The purpose of this study was to investigate the current status regarding the travel motivation, qulity of attraction, satisfaction level, and revisiting intention for Sun-moon Lake visitors. Also, the modelof relations between these variable was examined. The data were collected from 329 visitors at Sun-moon Lake scenic area, and purposive sampling method was used. Data was analyzed by descriptive statistics analysis, factor analysis, reliability analysis, and path analysis. It was found that visitors persived mid-high level regarding traveling motivation, attraction’s quality, satisfaction level, and revisiting intention. The leading factor regarding traveling motivation was “health pursuing”. Natural view was the most important factor of attraction’s quality, while service quality was perceived as middle level. The model of relations between traveling motivation, attraction’s quality, satisfaction level, and revisiting intention was verified. Traveling motivation, attraction’s quality, and satisfaction would influence revisiting intention directly. The effect of traveling motivation on revisiting intention takes the route through attraction’s quality and satisfaction perceived by the visitors. Base on the findings, suggestions are provided for marketing strategies. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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