A study on the relationship among travel motivation, satisfaction and loyalty - A case of different travel modes

• Main Author: 陳健銘
• Other Authors: 楊千
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/66151031203880271562

碩士 === 國立交通大學 === 經營管理研究所 === 100 === In recent years, it’s easy for Taiwanese to travel abroad because of the rise in average education level, rapid growth in accessibility to Internet, low airline fares and the availability of hostels in the world. In the past, most people bought the package tour from travel agencies in which they prepare everything for the whole trip. Yet, there are more and more people who prefer to choose a different way to travel called independent travel. After the trip, they share their experiences with other people by using words and photographs via the Internet and published books such as blogs and facebook. This has become very popular in the young generation. This study divides travel modes into two categories (package tour and independent travel), and uses Pearce’s travel career ladder to divide travel motivation into five constructs. The purpose of this study is to understand why travelers choose a specific travel modes and to investigate the relationship among travel motivation, satisfaction and loyalty. Therefore, the object of this study is Taiwanese people who have travel experiences in the past three years. The survey sample is 280. Statistical software SPSS17.0 is used to analyze the survey samples. The results provide descriptive statistics and the independent t test. In addition, this study also uses AMOS 18.0 to process the structural equation model (SEM) method. The results of this study show that the two different travel modes have significant difference in the higher level of travel motivation, satisfaction and loyalty. Also, travel motivation has a positive and significant impact on satisfaction whereas satisfaction has a positive significant impact on loyalty. However, travel motivation does not have a significant impact on loyalty.