A Study of Recreation Attractions, Service Quality, Customer Satisfaction and Revisit Intention: a Case Study Based on Leader Village Taroko at Buluowan Recreation Area in Taroko National Park

• Main Authors: Huang, Ruey-Liang, 黃瑞諒
• Other Authors: Lin, Yeong-Shenn
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/t782kz

碩士 === 國立屏東科技大學 === 農企業管理系所 === 103 === Abstract Student ID：N10250029 Total pages：139 Title of thesis：A Study of Recreation Attractions, Service Quality, Customer Satisfaction and Revisit Intention: a Case Study Based on Leader Village Taroko at Buluowan Recreation Area in Taroko National Park Name of the Institute：Department of Agribusiness Management, National Pingtung University of Science and Technology Graduation date：June, 2015 Degree Conferred：Master Name of student：Huang, Ruey-Liang Adviser：Dr. Lin, Yeong-Shenn The contents of abstract in this thesis： It has been 10 years since Leader Village Taroko officially operated in September 2004. It is the only outsourced private hotel (an operate-transfer (OT) system) in Taroko National Park, and is also Taiwan's first local hotel with the international STEP (Sustainable Tourism Eco-Certification Program) mark. This study aims to investigate the Taroko National Park Buluowan Recreation Area— Leader Village Taroko customer’s background characteristics, and compare the differences of recreation attractions, service quality, customer satisfaction and revisit intention to explore the correlation between the above mentioned four items. The study is based on 406 customers’ questionnaire stayed at Buluowan Recreation Area— Leader Village Taroko. In this study, descriptive statistics, Pearson Product-moment correlation analysis, reliability analysis and single-factor analysis of variance (one-way ANOVA), t-test, path analysis and other statistical methods are used. We provide management implications and specific suggestions after summarized the conclusions. As shown from the analysis, we have the following conclusions: recreation attractions and service quality have positive significant direct influences on customer satisfaction. Recreation attractions, customer satisfaction have positive significant direct influences on the revisit intention. The higher total effect on customer satisfaction is service quality. The higher total effect on revisit intention is customer satisfaction. The result of path analysis showed that service quality has no significant effect on revisit intention, but has an indirect effect through an intermediary factor which is the "customer satisfaction." According to the results and conclusions of this study, it can be provided several suggestions to the outsourcing manager and government authorities. To the outsourcing manager’s proposals are: (A)design events and travel packages for increasing the customer extended stay (B)continuingly maintain a safe and comfortable amenities. (C)improve service quality, customer satisfaction in order to increase the customer's revisit intention. (D)use of the Internet technology and manage customer groups through online marketing system. Suggestions to the government authorities are: (A)provide clear indication and interpretation signs. (B)improve the convenient traffic, increase more bus running schedules, and demand bus arrival punctuality. (C)consider the signing of the contract for the special discount to meet with activities held by the government authorities. Keywords: Recreation Attractions, Service Quality, Customer Satisfaction, Revisit Intention