A study of impact on interpretation service quality for cultural heritage on tourist loyalty: An example of cultural heritage in Tainan

• Main Authors: Chiu, Yi-Hsin, 邱怡欣
• Other Authors: Ting, Shueh-Chin
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/f5frvg

博士 === 國立臺南大學 === 教育學系教育經營與管理碩博士班 === 102 === Despite that previous studies regarding tourism and recreation and culture heritage have found that “interpretion service quality” and “place attachment” are two key concepts, the intensive studies of relationship between the two concepts were deficient. Therefore, the purpose of this study was to deeply examine the impact of “interpretion service quality (including interpretative signs and narrator)”on “place attachment”, “destination satisfaction”, and “loyalty (including revisit intention and willingness to recommend)” of tourists. In this study, convenience sampling was adopted which 650 questionnaires were issued and 621valid questionnaires were collected from visitors in cultural historical sites of Chihkan Tower, Koxinga Temple, Confucius Temple and Anping Fort in Tainan. The collected data were analyzed by Confirmation Factor Analysis to ensure the reliability and validity, and then the impact of interpretation service quality on place attachment, destination satisfaction, and loyalty of tourists were analyzed by conducting a Structure Equation Modeling and goodness-of-fit of the proposed model and the relationships among variables were tested. The results of the empirical study show that visitors having higher interpretation service quality (interpretive signs) leads to greater place attachment, loyalty (revisit intention), and loyalty (willingness to recommend); however the impact on destination satisfaction cannot be corroborated. Interpretation service quality (narrator) is positively related to loyalty (willingness to recommend) while the impact on place attachment, destination satisfaction, and loyalty (revisit intention) cannot be corroborated. Place attachment of tourists significantly and positively influences destination satisfaction and loyalty (revisit intention), but place attachment cannot be corroborated with loyalty (willingness to recommend). Further, destination satisfaction of visitors significantly and positively associated with loyalty (revisit intention) and loyalty (willingness to recommend). Also, loyalty (revisit intention) is positively related to loyalty (willingness to recommend). Finally, based on the results, researcher proposed implications of management and suggestions for further study.