The study of satisfaction and behavioral intentions of tourists in service quality of Maple Garden

ASIA unversity > 管理學院 > 休閒與遊憩管理學系 > 博碩士論文 > Item 310904400/91938

Please use this identifier to cite or link to this item: http://asiair.asia.edu.tw/ir/handle/310904400/91938

Title:	The study of satisfaction and behavioral intentions of tourists in service quality of Maple Garden
Authors:	Jiang, Hai-Shui
Contributors:	休閒與遊憩管理學系碩士在職專班
Keywords:	Maple Garden;service quality;tourist satisfaction;willingness of travel again;Structural Equation Modeling (SEM)
Date:	2015
Issue Date:	2015-10-08
Publisher:	亞洲大學
Abstract:	Maple Garden was originally to be developed for the Taichung International Exhibition Centre. The project was canceled because of delays in the original plan. Taichung City Government had become deserted land in puddles to be converted into a new tourist attraction. Maple Garden as an urban oasis in the desert, not only provides fresh and you can feel a little quiet, but also provides the public or visitors to have more leisure and recreation places. From January to February in 2015, this study used the systematic random sampling method to extract 300 tourists of Maple Garden. There are 238 valid questionnaires. Questionnaire data show that women in the care of service quality and satisfaction are significantly larger than males. In different educational background, visitors of under junior degree in tangibility and caring were the lowest consent, meanwhile satisfaction and willingness to travel again are the lowest. The numbers of tourists travel together with 3 to 4 visitors in tangibility, reliability and caring give the highest agreement, and will affect visitors the highest willingness to travel again. In residence time, tourists stay more than three hours in tangibility give the highest agreement. In travel frequency, the first tourists in reliability and assurance have the lowest agreement, which affects the lowest satisfaction, and thus their willingness to travel again is the lowest. For causal relationship, service quality of Maple Garden in tangibles, responsiveness and assurance are significantly affect tourist satisfaction, thereby significantly affecting willingness of travel again. In contrast there are two facets of reliability and caring, visitors to the agreement of the reliability and caring cannot significantly affect tourist satisfaction and willingness of travel again. Therefore, park administrations should consider how to strengthen or improve the service quality of reliability and caring to enhance the satisfaction of tourists and willingness of travel again.
Appears in Collections:	[休閒與遊憩管理學系] 博碩士論文

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