The Study of the Tourism Image , Customer Satisfaction, and Tourism Behavior Intention of the Tourists of the Southern Hot Springs Area

• Main Authors: TSENG,TIEN-SSU, 曾天賜
• Other Authors: CHEN,CHIA-JU
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/g29qq9

碩士 === 大仁科技大學 === 休閒事業管理研究所 === 106 === The purpose of this study aimed to explore the current situation of the population background, tourism image, customer satisfaction, and tourism behavior intentions of the hot spring tourists in the southern region; and to understand the relative relationship among tourism image, customer satisfaction and tourism behavior intentions. This study, hot spring tourists in the southern region were investigated. A total of 480 questionnaires were sent and 450 valid questionnaires were returned. The valid rate was 94%. Data processing and descriptive statistics were performed using SPSS 20.0 for Windows , and Structural Equation Model (SEM) analysis was performed using Amos 20.0. The results of the study showed that most of the hot spring tourists in the southern region are women, 21-30 years old, unmarried, college education, average monthly income of less than NT$30,000 and service industry. Tourism image was the highest in terms of “product image” aspects. Customer satisfaction was highest in terms of “satisfaction with knowledge growth” aspects ; tourism behavior was the highest in terms of “re-visiting intension ” aspects. The tourism images had a significant impact on the customer satisfaction; The customer satisfaction had a significant impact on the tourism behavioral intentions; and the tourism images had a significant impact on the tourism behavioral intentions.