Relationships among Recreational Experience, Product Involvement, Satisfaction and After Travel Behavior of Rural Winery

• Main Authors: Yun-shin Chang, 張芸馨
• Other Authors: Tsung Hung LEE
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/54326785571296435515

碩士 === 國立雲林科技大學 === 休閒運動研究所碩士班 === 95 === This study assessed the behavioral model of rural winery using latent variables of recreational experiences, product involvement, recreational satisfaction, and past behavior, travel characteristics, and elemental data of tourists. Total of 885 questionnaires were administered from July to August 2006 and January to February 2007. Eight respondents refused to answer and six questionnaires were invalid owing to being incomplete, leaving a total of 871 valid questionnaires. Descriptive statistics of socio-demographic and travel characteristics were analyzed by SPSS 12.0. The confirmatory factor analysis and structural equation model analysis were analyzed by LISREL 8.52 for windows. All parameters were estimated by maximum likelihood method. Mainly descriptive findings were as follows: respondents were approximately half of male; 53.5% were married; 33.2% aged from 21 to 30 years old; 60.7% were college educated; and 30.3% lived in central Taiwan. Empirical results indicated that recreational experiences affected the recreational satisfaction directly and affected the after-travel behavior indirectly. Product involvement affected the recreational satisfaction directly and affected the past behavior indirectly. Recreational satisfaction affected the past behavior directly. Recreational satisfaction was significant mediating variable in this behavioral model.