The modulation of visitors’ expectancy to revisit intention model: A case of Aowanda National Forest Recreation Area

• Main Authors: Hsiao-Chun Chiang, 江曉君
• Other Authors: 顏添明
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/jgu6r8

碩士 === 國立中興大學 === 森林學系所 === 100 === The purpose of this study was to test the causal structural relationships among the perception of recreational impacts, satisfaction and revisit intention, and furthermore explore the modulation of expectancy on revisit intention model. After total of 448 valid questionnaires were obtained in Aowanda National Forest Recreation Area, partitioned the data into high-expectancy group (the highest 25%, N=112) and low-expectancy group (the lowest 25%, N=112) base on the expectancy mean score. The data were analyzed using descriptive statistics, reliability analysis, t-test, and Structural Equation Modeling (SEM) analysis to verify the hypothetical model. The findings showed that the revisit intention model has not only a nice fit in the overall model, but also has consistency and stability. As the results showed, the perception of recreational impacts significantly and negatively influenced satisfaction (the path coefficient was −0.67), and the satisfaction significantly and positively influenced revisit intention (the path coefficient was 0.59). The findings based upon the analysis showed that there is a linear structural relationship among perception of recreational impacts, satisfaction and revisit intention. Besides, the low-expectancy model has reached the model fit level but the high-expectancy model hasn’t. The findings indicated that the modulation of expectancy on revisit intention model and could be apply to enhance visitors’ revisit intention on market segmentation. Those results can provide a number of managerial suggestions for Aowanda National Forest Recreation Area.