|Author's Email Address
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||Public Affairs Management|
|Type of Document
||The Study of Tourist Motivation, Service Quality and Tourist Satisfaction on Willingness of Re-boarding Tour Bus－ A Case Study of Kaohsiung Cultural Tour Bus|
|Date of Defense
||Willingness of Re-Boarding
||The Bureau of Cultural Affairs, Kaohsiung City Government positively promotes the tourism through the project "Kaohsiung Cultural Tour Bus".|
However, the routes of Tour Bus have been faced with reduced services and cancellations lately. The passenger load factor (PLF) is significantly low, and the average number of passengers per bus is only 4-8 people.
In order to improve the PLF of the buses, the purpose of this study is to identify the relationship between “tourist motivation”, ” service quality” and “tourist satisfaction” on ” willingness of re-boarding “ of the Cultural Tour Bus through the questionnaire survey method.
The result indicated that：(1) The tourist motivation influences tourist satisfaction positively. (2) The service quality influences tourist satisfaction positively. (3) The tourist satisfaction influences willingness of re-boarding positively. (4) The service quality influences willingness of re-boarding positively.
In addition, “social and interpersonal motivation”, the sub-form of tourist motivation, has more positive impact on “willingness of re-boarding”. And “responsiveness” and “assurance”, the sub-forms of service quality have more positive impact on the “tourist satisfaction” and “willingness of re-boarding”. Finally, this study would give some suggestions on both of the demand and supply sides of service for the relevant public sectors.
||Kung-Hung Chen - chair|
Chun-Chieh Ma - co-chair
Cheng-Hsun Hsieh - advisor
Jui-Kun Kuo - advisor
Indicate in-campus at 5 year and off-campus access at 5 year.|
|Date of Submission