The relationship among Attraction, Service Quality, Experience Value and Loyalty: An Example of Taiwan Janfusun Fancy World

• Main Authors: Li, Yu-Cheng, 李育成
• Other Authors: Chung, Chih-Chiang
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/32a673

碩士 === 國立雲林科技大學 === 休閒運動研究所 === 103 === The public participating in leisure activities had gradually improved since Taiwan had started two-day weekend. Most people who didn’t want to go abroad, so the theme park had become the public choice for the holiday. Therefore, the purpose of the research was explored the relationship among Attraction, Service Quality, Experience Value and Loyalty. This study focuses on the consumers of Taiwan Janfusun Fancy World. In a convenience sampling survey based on tourists' background, 500 questionnaires were issued, and 483 valid questionnaires were returned with an effective rate of 96.6% for the questionnaire. The descriptive statistics socio-demographic was analyzed by SPSS 20.0 and AMOS 17.0, that including descriptive statistics, t-test, exploratory factor analysis, reliability and validity analysis, one-way ANOVA analysis, Scheffe’s method and linear SEM. The findings of this study were as follows: (1) The main consumers were male, between 21 to 30 years old, students, and they came with their friends. Most of them live in the middle of Taiwan, and had come to this theme park more than three times. (2) Regarding the demographic variable of tourists, the four variables which is including attractive, service quality, experience value and loyalty, were partially significant. (3) Attractive and service quality had positive effect. (4) Attractive and experience value had positive effect. (5) Attractive and loyalty had positive effect. (6) Service Quality and experience value had positive effect. (7) Service quality and loyalty had positive effect. (8) Experience value and loyalty had positive effect. This research recommended the researchers could follow-up: (1) Add others theme praks to discuss. (2) Compare the activities with no activities. (3) Combine the qualitative and the quantization to the research. (4) Consult other country’s manage mode.