服務品質、服務價值、休閒體驗、滿意度對行爲意向之影響－以2008年澎湖菊島海鮮節爲例
摘要
These researches study the impact of service quality, service value, leisure experiences and tourist satisfaction on behavioral intention of ”2008 Penghu Seafood Festival”. In order to understand the causal relationships of all factors, and to propose management implication strategies, this study conducts questionnaire survey to seafood festival visitors. The statistic methods used in this study include Pearson correlation, canonical correlation and multiple stepwise regressions for data analysis. The results found that service quality has significantly positive correlation with service value, and service quality also has significantly positive correlation with behavioral intention; in addition, service quality and service value have significantly influence on behavioral intention. Leisure experiences have significantly positive correlation with tourist satisfaction; behavioral intention has significantly positive correlation with tourist satisfaction; leisure experiences have significantly positive correlation with behavioral intention as well; both behavioral intention and tourist satisfaction have significantly positive correlation with behavioral intention. The results of this research would help seafood festival operators to understand feedbacks of festival participants. Recommendations were suggested to leisure-related industries for activities planning and management, and expect the event would bring abounding experiences and satisfaction for tourists in the future.