| Summary: | 碩士 === 逢甲大學 === 交通工程與管理所 === 97 === As economic growth in recent years and the implementation of two-day weekend policy, people’s leisure issue has received increasing attention. This research analyses service quality and revisit intention in the Mt. Hehuan recreational area by using factor analysis and importance-performance analysis to explain Taiwanese travelers’ behavior. The conceptual framework has been developed and validated using survey data collected in the study area. Factor analysis reduces service quality items into a small number of factors. The importance-performance analysis identifies travelers’ perceptions on importance and satisfaction of service quality. The impacts of socio-demographic characteristics on service quality and satisfaction were further examined. The major findings of this study are as follows. First, some service quality items provided in the Mt. Hehuan area have not achieved the standard which the customer expected. This result suggests that the local enterprises actively improve service quality. Second, five dimensions of service quality, namely tangibles, reliability, responsiveness, assurance, and empathy, influence the consumer’s satisfaction. In particular, the empathy has the most significant impact on the satisfaction.
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