Investigating the Antecedents of Destination Loyalty to the Firefly Observation Activity: The Case of Dongshi Forest Garden

• Main Authors: Cheng-Yun Lin, 林承運
• Other Authors: Chung-Hsien Lin
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/4a7z38

碩士 === 逢甲大學 === 景觀與遊憩碩士學位學程 === 103 === This study was aimed to investigate the potential influencing factors of the loyalty of the visitors who join the firefly observation activity in Dongshi Forest Garden, which are including quality of service, recreational impact and satisfaction. The main survey toward the existing tourists, and the investigation date was from April 2nd to 8th, 2015, 390 valid questionnaires were returned. Using LISREL8.72 as an analytical tool, through confirmatory factor analysis confirmed the dimensions in the model, and finally confirms the structural equation of the activity by the Structural Equation Modeling (SEM).The results show several results, recreational impact has a positive effect on service quality; service quality has a positive effect on satisfaction; recreational impact has positive effect on satisfaction; satisfaction has a positive effect on loyalty. Overall framework, the fit measurements all through a standard value. Therefore, this study confirmed that the potential constructs: quality of service, recreation impact, and satisfaction, are of sufficient reliability and validity. Based on the findings, theoretically the satisfaction was explained by the service quality and recreational impact. A positive relationship is between service quality and satisfaction; and satisfaction also have a high degree of loyalty explanatory power, which means the higher the level of satisfaction from the tourists, there will be more positive effect is reflecting in the positive perception of tourists for the site, word of mouth recommendation and after the experience of the faithful to resist changing field of such acts. The practical is recommended to enhance the satisfaction of the firefly observatory season, strengthen the advocacy before the activity to avoid recreational impact, improve the service sophistication of the staffs to improve customer satisfaction, former strategies will resulting a much more better recreational experience, and the loyalty of the customers will also rise.