A Relationship Study on Image,Satisfaction and Loyalty ofFestival Tourists--- A case of Ping-Tung Toro Cultural Festival

• Main Authors: Chia-ling Su, 蘇佳鈴
• Other Authors: Ching-Fu Chen
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/58954064274016124638

碩士 === 南華大學 === 旅遊事業管理學研究所 === 91 === 　　This study aims to explore the relationship between image, satisfaction and loyalty for the tourists who attending the Ping-Tung Toro Cultural Festival in 2002. Some multivariate analysis techniques including descriptive statistics, factor analysis, and one-way ANOVA are used in this study to analyze the socio-demographic profile of tourists. LISREL is applied to establish the relationship model and investigate the relationship among the latent variables under study. The empirical findings show that 1.Tourism image has no significant direct effect on service quality but on tourist satisfaction. 2. Service quality has significant direct effect on both tourist satisfaction and loyalty. 3. Tourist satisfaction has a significant direct effect on tourist loyalty. Image has an indirect effect on tourist loyalty via tourist satisfaction. The main findings can provide useful suggestions of sequential events held by the organization in charge.