| Summary: | 碩士 === 國立成功大學 === 交通管理科學系 === 104 === Tourism Bureau of Ministry of Transportation and Communications (MOTC) had a survey which showed that personal vehicle is still the main transportation for most Taiwanese. It is so many private vehicles enter tourist area that makes local traffic congestion. In recent years, more foreign backpackers came to Taiwan, so government should not underestimate the importance of Taiwan Trip.
The service quality model has been widely applied in the transport literature. Transport research has most often evaluated transit service quality based on passenger cognitive expectations and perceptions of traditional core transportation attributes such as comfort or safety. However, the travel experience has been researched very rarely. Otherwise, according to a survey made by Tourism Bureau, 36% of tourists obtain travel information from internet. For this reason, this study discussed how travel experience and electronic word-of-mouth(E-WOM) influence traveler’s behavior.
This research has a case study in Taiwan Trip. The factor analysis is used to find a multiple-item scale for measuring travel experience. Structural equation modeling is used to analyze how travel experienc and E-WOM affect other constructs. The results show that travel experience has positive impact on attitude, perceived value and customer loyalty. Attitude mediates the relationships between E-WOM and customer loyalty .
Finally, according to research results, giving advices to related agencies of Tawain Trip to promote public transit travel, reduce carbon emission and make Tawain Trip become an sustainable transport system.
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