The impact of destination image, customer satisfaction and loyalty for Kinmen battlefield tourism: Moderating effect of effectiveness of interpretation and perceived value

• Main Authors: Jui-Chou Lin, 林瑞宙
• Other Authors: Nien-Te Kuo
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/d958g9

碩士 === 銘傳大學 === 觀光事業學系碩士在職專班 === 101 === This study uses regression analysis to reflect the mediating role of customer satisfaction and the moderating role of effectiveness of interpretation and perceived value, indicates the effect of destination image on customer loyalty in the Kinmen battlefield tourism. The analysis confirms that customer satisfaction is positively influenced by destination image, whereas customer loyalty is positively influenced by customer satisfaction. Furthermore, customer loyalty is indirectly influenced by destination image through customer satisfaction. Finally, other key findings are the relationship between destination image and customer satisfaction as well as customer satisfaction and customer loyalty, which are stronger for tourists who perceive high effectiveness of interpretation and perceived value than for those who perceive low effectiveness of interpretation and perceived value.