To Explore the Consumer Behavior in Tourism

• Main Authors: Ying-Rou Li, 李英柔
• Other Authors: Cheng-Feng Cheng
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/27625155617310503160

碩士 === 亞洲大學 === 國際企業學系碩士班 === 99 === This study develops a conceptual framework to extend the knowledge of consumer behavior in tourism. First of all, this study investigates the impacts of service quality, attraction, and personality on tourist behavior, respectively. In addition, we further explore the intermediary roles of perceived risk and perceived value on the relationships among service quality, attraction, personality, and customer purchase intention. The primary data was collected from tourists who have experience in relation to tour or travel by virtue of online survey and questionnaire survey. Accordingly, this study employs the statistical techniques containing descriptive statistics, factor analysis, reliability analysis, canonical correlation analysis, and structural equation modeling. The results of structural equation modeling indicate that service quality of tourism has significant effects on tourist’s perceived value, perceived risk, and purchase intention. Higher attraction can enhance tourist’s perceived value and reduce perceived risk. Tourist’s personality only has significant effect on his/her perceived value. Furthermore, both service quality and attraction of tourism can improve tourist’s purchase intention through tourist’s perceived value and perceived risk. However, Tourist’s personality can affect purchase intention only through tourist’s perceived value.