The Relationship Between Tourist’s Involvement And Satisfaction

• Main Authors: Deng, Wen-Ling, 鄧文玲
• Other Authors: Hsieh, An-Tien
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/v649n8

博士 === 中國文化大學 === 國際企業管理學系 === 103 === 　　This study is to discuss the relationship of tourists’ involvement on tourists’ satisfaction with mediating and moderating variables. The main purpose aims to comprehend the different impacts of expertise, price sensitivity and tourists’ satisfaction in different travel modes. 　　In the existed literatures and theories, few construct the model of the interrelationship among tourists’ involvement, price sensitivity, expertise and tourists’ satisfaction. Yet, the various impacts of different travel modes as the moderator have been seldom worked on. Therefore, this study applies SERVQUAL (service quality scale) to show the multi-dimension of tourists’ satisfaction, which is different from the single-dimension approach in most existed researches. 　　Having invited passengers with travel experience fill out the questionnaire, we totally issued 500 copies, and received 376 copies. The response rate is 75%. After 69 invalid questionnaires are removed, there are 307 valid ones at the end. 　　In the study, we test and verify all the hypotheses by using the Structural Equation Modeling (SEM). We reach a conclusion that tourists’ involvement has a positive correlation with price sensitivity, expertise and tourists’ satisfaction. Price sensitivity and expertise are the mediators for the relation between tourists’ involvement and tourists’ satisfaction. In the three proposed three modes, only the mode of group package tour shows the obvious moderating effect, whereas the other two modes, semi-backpacking and backpacking tours, have no sufficient proof of moderation. The practical issues discussed in this study serve as an informative role for the travel industry as well.